Amidst strategic shifts in focus, Tencent, the Chinese tech giant, has reportedly redeployed hundreds of developers from its Level Infinite division, delaying the release of the highly anticipated open-world action-adventure game Assassin’s Creed Jade. Originally slated for a 2024 launch, the game’s release is now expected in 2025, according to sources close to Reuters.
Shift in strategy
Tencent’s decision to deprioritize Assassin’s Creed Jade is part of a broader strategic move to concentrate more on in-house titles and less on major Western franchises from external partners. This shift underscores a growing trend within the gaming industry where companies are reassessing the efficacy of relying solely on established intellectual properties (IPs) for user acquisition and revenue generation.
With the closure of Tencent-developed Apex Legends Mobile by EA last year and the reported cancellation of an unannounced mobile game based on Square Enix’s Nier series, Tencent appears to be reevaluating its game development and monetization approach. Serkan Toto, founder of game industry consultancy Kantan Games, emphasized that IP alone no longer guarantees success in the highly competitive mobile gaming market.
During an earnings call, James Mitchell, Tencent’s chief strategy officer, articulated the company’s new direction: “We’re focusing on fewer bigger budget games. Typically, we seek to make the biggest bets around games that either iterate on a successful IP or are iterating around proven gameplay success within a niche and taking those to a more mass market.”
Impact on Assassin’s Creed Jade
Assassin’s Creed Jade, set in China and developed over four years, was anticipated to be a flagship release for Tencent’s Level Infinite division, following a strategic partnership announced with Ubisoft in 2022. However, with the redeployment of developers and the shift in priorities, the game’s release has been pushed back to 2025.
In related news, Ubisoft has confirmed the release of Assassin’s Creed Codename Red, set in feudal Japan, before April 2025. This announcement indicates Ubisoft’s commitment to expanding the Assassin’s Creed franchise and exploring diverse historical settings.
Tencent’s decision to delay the release of Assassin’s Creed Jade underscores the evolving landscape of the gaming industry, where companies are reassessing their strategies to adapt to changing market dynamics. As Tencent focuses on developing in-house titles and prioritizing proven gameplay mechanics over-reliance on established IPs, the future of Assassin’s Creed Jade remains uncertain. Meanwhile, Ubisoft’s confirmation of Assassin’s Creed Codename Red signals continued innovation and exploration within the acclaimed franchise.
In the competitive realm of mobile gaming, where user acquisition and monetization are paramount, strategic decisions such as Tencent’s shift in focus reflect the ongoing quest for success amidst a rapidly evolving landscape.
As gamers eagerly anticipate the release of both Assassin’s Creed Jade and Assassin’s Creed Codename Red, the industry awaits further developments that will shape the future of gaming in the years to come.
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