In the past year, fewer games have endured more relentless criticism than Assassin’s Creed Shadows, spearheaded by the all-too-familiar anti-woke, anti-DEI movement that now makes up most of the federal government, mainly for including black samurai Yasuke in the game. Now, Ubisoft has gotten tired enough of all this to very publicly hit back at the government’s anti-DEI DOGE commander, Elon Musk.
It all started with a tweet from anti-woke agitator-in-chief, Mark “Grummz” Kern, who spends every day finding new video games to be upset with for supposed progressive messaging. He quoted a tweet from leftist streamer Hasan, referencing a sponsored Assassin’s Creed Shadows stream, saying that Ubisoft was throwing money at “terrorist-platforming streamers.”
That caught the eye of Musk, saying that Hasan was a “fraud” and “sell-out” and promoting a terrible game just for the money.
Then, the official Assassin’s Creed Twitter account, gold check-verified and all, showed up to ratio Musk with a 480,000 like, 25 million view tweet saying “Is that what the guy playing your Path of Exile 2 account told you.” This references a recent, embarrassing story for Musk where he was accused of having other players play his PoE2 account to get him high levels and the best gear, while passing it off as his own work, which was later proven in leaked DMs. He said all high level accounts do it, which is not true.
Ubisoft then went on to roast Grummz as well, referencing a game he’s supposedly been developing for years that has never come out, while saying theirs actually was released.
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It is hard to overstate just how viral Ubisoft’s clapback has gone in the gaming sphere. The timeline filled with celebrations about the tweet, which has also been publicly and privately praised by other social teams and devs of other studios. It is very hard to get tweets fully approved for big name brand accounts, so to have Ubisoft social snap after months and months of harassment is something to behold. It wasn’t even a one-off, as later, the Assassin’s Creed account quote tweeted the viral post with an AC line: “Where other men blindly follow the truth…Remember, nothing is true.”
At the very least, it’s a gesture for its own employees, where the company reportedly issued a “shelter in place” suggestion so individual devs were not harassed by the anti-DEI crowd, which has repeatedly happened with developers in the past. But the 4.7 million follower faceless account fighting on their behalf, and really on the behalf of all gamers who are painfully sick of manufactured controversies and endless hate, is something to see. And it rarely, if ever, happens in the industry.
Many are hoping this becomes part of a trend. I’ve seen brand accounts hit back at criticism from average, hateful players, but dunking on the richest man in the world, and now one of the most powerful, is a new level. Now a new question is raised: can you embarrass a billionaire so badly he pays your $1.5 million market cap to buy you and wipe you off the map? Given recent events, it’s certainly not impossible. But hey, they’d be going down fighting.
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