Ubisoft is putting all its eggs in one basket to make the upcoming open-world title Star Wars: Outlaws a resounding success. The publisher has confirmed that the game has been allocated the highest marketing budget in the company’s history. Yves Guillemot, CEO of Ubisoft, made the announcement during a recent investor conference.
Star Wars: Outlaws is the first Star Wars title from Ubisoft. As the company made big announcements about the title right from the start, expectations are correspondingly high. To further support the launch, Ubisoft is relying on an extensive marketing campaign. According to Guillemot, Ubisoft has recognized that the strong positive response from the community and the enormous anticipation for the game could enable a strong sales launch.
“What we’re looking at is a strong start for Star Wars: Outlaws. That’s the fact that it’s one of the most eagerly anticipated games in the industry this year and reflects a really strong positive sentiment in the community,” Guillemot explained during the conference. He also emphasized that this is the biggest marketing campaign for a Ubisoft game ever
High expectations & critical voices
Star Wars: Outlaws aims to create an impressive open-world experience in the Star Wars universe, which had already generated great enthusiasm among fans when it was announced. After all, there had never been a true open world experience within the franchise before.
Despite the positive sentiment, there were also critical voices. A recently published gameplay video led to some negative feedback, particularly regarding the graphics quality. These points of criticism led to louder calls for a possible postponement.
Confidence from Ubisoft Nevertheless, Ubisoft remains confident. After all, the gold status of the title has almost been reached and the developers are more than convinced of the quality of the title. Therefore, no delays are to be expected. Guillemot also made it clear that Ubisoft and Ubisoft Massive firmly believe in the success of Star Wars Outlaws. The game is being touted as one of the most anticipated titles of 2024 and will feature a deep and gripping story as well as extensive post-launch content. The extensive PR campaign and positive community feedback should significantly support the sales launch of Star Wars Outlaws
It remains to be seen whether the investments in the marketing of Star Wars Outlaws will ultimately bring the desired success. As the recently released Ubisoft titles have often been critical of the community, we will have to wait for the launch on August 30th for PC, PlayStation 5 and Xbox Series X/S.
