Breaking News: Ubisoft claps back at Elon Musk after he calls Assassin’s Creed Shadows a terrible game on X….Read More

In a fiery exchange that has set social media ablaze, Ubisoft, the developer behind the long-running Assassin’s Creed franchise, has delivered a stinging retort to Elon Musk after the billionaire criticized their latest title, Assassin’s Creed Shadows.

The clash, unfolding on X on March 25, 2025, has reignited debates about gaming, marketing, and the influence of high-profile figures like Musk in the digital sphere.

What began as a critique of a promotional strategy quickly escalated into a viral moment, showcasing Ubisoft’s willingness to stand its ground against one of the world’s most prominent personalities.

The Spark: Musk’s Criticism
The controversy erupted when Mark Kern, a former game developer known online as @Grummz posted a screenshot of Twitch streamer Hasan “HasanAbi” Piker promoting Assassin’s Creed Shadows in a sponsored livestream.

Kern accused Ubisoft of “throwing money at terrorist-platforming streamers,” a pointed reference to Piker’s past interview with a Houthi sympathizer—an organization designated as a terrorist group by the U.S. State Department.

Kern’s post, dated March 25, 2025, framed Ubisoft’s marketing choice as reflective of deeper issues with the company.

Elon Musk, the billionaire CEO of Tesla and SpaceX—and an avid gamer with over 200 million followers on X—waded into the fray.

Responding to Kern’s post, Musk first labeled Piker a “fraud,” then followed up eight minutes later with a clarification: “‘Sell-out’ would be more accurate.

Objectively, he is promoting a terrible game just for the money.” Musk’s comments thrust Assassin’s Creed Shadows into the spotlight, amplifying the criticism to his massive audience and turning a niche gaming dispute into a headline-grabbing showdown.

Ubisoft’s Viral Clapback
Ubisoft wasted no time in firing back.

The official Assassin’s Creed X account responded directly to Musk with a biting quip:

“Is that what the guy playing your Path of Exile 2 account told you?” The jab referenced a recent controversy in January 2025, when Twitch streamer Quin69 alleged that Musk had hired gamers to boost his Path of Exile 2 account, propelling it to top ranks shortly after the game’s release.

Musk later reportedly admitted to this practice, a revelation that also drew scrutiny from streamer Asmongold, who clashed with Musk over the ethics of account-sharing in competitive gaming.

The Assassin’s Creed post struck a nerve. Within hours, it amassed over 164,000 likes and millions of views, dwarfing Musk’s original comment (which garnered around 12,000 likes).

The gaming community erupted, with fans and commentators hailing Ubisoft’s response as a “ratio” victory—a term for when a reply outperforms the original post in engagement.

Memes flooded X, and some users even credited the exchange with prompting them to buy Assassin’s Creed Shadows, turning Musk’s criticism into unintended publicity.

The Backdrop: Assassin’s Creed Shadows and Its Controversies
Assassin’s Creed Shadows, released on March 20, 2025, is the latest chapter in Ubisoft’s storied franchise, set in feudal Japan during the Azuchi-Momoyama period.

The game features dual protagonists: Naoe, a Japanese shinobi, and Yasuke, an African samurai based on a real historical figure who served under Oda Nobunaga in the 16th century.

While the game has been praised for its visuals and ambitious scope, it has also faced scrutiny since its May 2024 reveal.

Musk’s “terrible game” remark echoes earlier criticism he leveled at Shadows.

In May 2024, he responded to a post claiming Yasuke’s inclusion was “offensive,” tweeting, “DEI kills art”—a reference to diversity, equity, and inclusion initiatives he has frequently criticized.

Ubisoft’s Marc-Alexis Côté, executive producer of the Assassin’s Creed series, addressed this at the time, calling Musk’s comments “sad” and “feeding hatred.”

Côté defended Yasuke’s inclusion as a creative choice rooted in historical research, urging players to experience the game before judging it.

The Hasan Piker angle added fuel to the fire.

Piker, a polarizing figure known for his leftist commentary, responded to Musk’s attack on his stream and X, mocking Musk’s gaming credentials and challenging him to an Elden Ring duel: “You paid someone to power-level your character in POE2… I will cook your fat rolling a**.”

Asmongold even offered to organize the hypothetical showdown, stipulating both parties stream their perspectives to ensure fairness.

Ubisoft’s Stance and Game Performance
Ubisoft’s clapback wasn’t just a one-off zinger. It reflects a broader strategy of confronting criticism head-on, a shift from their initial restraint in 2024.

Back then, Côté resisted responding to Musk’s DEI critique, reasoning that engaging wouldn’t sway detractors.

However, with Shadows now released and performing strongly—boasting 2 million players in its first two days—Ubisoft appears emboldened to defend its work and marketing decisions.

Despite the online noise, Assassin’s Creed Shadows has shown commercial resilience. Pre-orders performed well in 2024, with the $280 collector’s edition selling out in multiple regions.

While some analysts note it hasn’t matched the peak success of titles like Assassin’s Creed Valhalla, its launch metrics suggest a solid fanbase undeterred by the controversies.

The Bigger Picture: Gaming, Influence, and Culture Wars
This clash underscores the intersection of gaming and broader cultural debates.

Musk’s involvement amplifies these discussions, given his outsized platform and history of weighing in on everything from politics to pop culture.

His gaming bona fides—tarnished by the Path of Exile 2 and Diablo IV boosting revelations—make him a lightning rod in a community that prizes authenticity.

For Ubisoft, the incident highlights the challenges of navigating modern marketing in an era of polarized discourse.

Partnering with influencers like Piker, while effective for reaching younger audiences, risks alienating segments of the gaming populace.

Yet, their sharp retort to Musk suggests a willingness to lean into the fray rather than back down, turning a potential PR crisis into a moment of defiance.

Conclusion: A Win for Ubisoft?
As of March 26, 2025, Musk has not responded to Ubisoft’s jab, leaving the exchange hanging in the digital ether.

Meanwhile, he’s hinted at plans to launch his own gaming venture through xAI, potentially setting the stage for future rivalry.

For now, Ubisoft’s clapback has not only defended Assassin’s Creed Shadows but also generated buzz that money can’t buy—proving that in the game of online sparring, a well-timed comeback can outshine even the loudest critics.

Whether Assassin’s Creed Shadows is truly “terrible” remains a matter of taste. But in the court of public opinion on X, Ubisoft’s witty riposte has, for the moment, stolen the spotlight.