What looked like a free gift for Mirage fans has opened a wider discussion around Ubisoft’s choices.
Assassin’s Creed Mirage appeared to have closed the book on new content, until Ubisoft surprised players in August with the reveal of a free DLC update. The expansion, revealed in August, takes protagonist Basim to the UNESCO heritage site of AlUla, and was announced at the New Global Sport Conference in Riyadh, where CEO Yves Guillemot delivered a speech.
What might have been received as a gift for fans has instead sparked scrutiny, with reports suggesting possible links to Saudi Arabia’s Public Investment Fund (PIF), a body often criticised for its investments in sport and entertainment.
Ubisoft staff members raise questions over Saudi deal
According to a report by Game File, Ubisoft employees questioned management about whether a partnership with Saudi Arabia could harm the company’s image, particularly after the murder of journalist Jamal Khashoggi.
Staff raised concerns via the company’s worker-led Comité Social et Economique, warning such links could fuel the “Ubi-bashing” already noted in financial reports.
In the report, Ubisoft management responded that Guillemot’s trip to Saudi Arabia alongside French president Emmanuel Macron was a “classic diplomatic tool” to promote French influence.
They also attempted to separate the PIF from Saudi Crown Prince Mohammed bin Salman, saying, “The latter’s money is not MBS’s, and talking with partners who do not share our democratic values does not mean abandoning them.”
Game File also reported that Guillemot’s appearance in Riyadh coincided with the DLC reveal, explaining its unusual early-morning timing. During his speech, Guillemot said Ubisoft had been working with experts to present AlUla authentically: “We are creating content that will be given for free to players that play Mirage, and they will be able to go in that site.”
Ubisoft defends creative independence
Ubisoft said the DLC was “made possible thanks to the support of local and international organisations, through access to experts, historians and resources to ensure the creation of an authentic and accurate setting.”
And in a report by IGN, Ubisoft stressed that it retained creative control over the Mirage DLC, just as with every Assassin’s Creed project.
The PIF has become a significant player in global entertainment, with stakes in publishers including Electronic Arts and Nintendo. Savvy Games Group, a games and esports company founded by the PIF, also has stakes in Embracer Group and has acquired Scopely. Additionally, Scopely finalised a deal to acquire Niantic earlier this year.
Human Rights Watch, an international NGO that monitors rights abuses worldwide, argues that the PIF's investments form part of efforts to “whitewash the country’s abysmal human rights record.”
While Ubisoft has not detailed the exact nature of its relationship with Saudi Arabia, the company insists its creative independence remains intact. For now, players can expect to step into AlUla later this year as part of the free update to Assassin’s Creed Mirage.
Edited to clarify that the PIF holds stakes in publishers including EA and Nintendo, not its subsidiary Savvy Games Group.
