"As a result, many new games are struggling to stand out and achieve the sales they may once have had."

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Ubisoft's UK branch attributes declining revenue to changing player behavior, claiming gamers are playing fewer titles for longer periods. The company cites subscription services, live-service games, free-to-play models, and cloud streaming as factors disrupting the traditional £50-60 single-game sales model. With fewer planned releases and market unpredictability, Ubisoft Limited expects continued revenue decline in fiscal year 2026.

Ubisoft Blames Its Declining Revenue on Gamers Playing Fewer Games

If the game is always the same cash-grab, who’s at fault? Who made the game?

Blaming the players is always a bad look for a studio

Just go back to the drawing board and start making good games.
Seems like someone is a bit worried that games made by teams with &lt; 150 members, are way better than games made by teams of thousands. 
Hard to swallow pill, so lets instead blame something totally not related.
The comment, that the market is saturated and there are a lot of ‘live service games’ that are eating their bread is something that seems said by a 7th grade graduate, not by a people, who should be able to have pretty stable marketing strategy and also from people in a studio that is making billions in revenue.

Yeah, playing fewer SHITTY glitched games.

I have an idea. Make another Assasin’s Creed or Rainbow six. Those almost the same titles for sure will grab attention. And push there as many micro transaction as possible. I also think no option for micro transactions for menu screen is a missed opportunity.
Now seriously, maybe when you have as many cash as possible hire someone who will make unique titles, great script and maybe it’s worth to risk creation something genuine issued constant copy-paste? Like 2 guys is creating Vein and it’s already better than most of Ubisoft garbage simply because it’s unique