Recently Ubisoft made this ambiguous tweet about Assassin’s Creed Shadows, which made the fandom collectively insane. The post even asks, “What’s in the box?” captioned “Wrong answers only,” followed by a tiny disclaimer asking the fandom not to spoil anything. And boy, the internet flooded the whole section with some crazy answers.
The tweet also shows what appears to be an ornate box of Japanese style, presumably an object related to the awaited feudal Japan setting in Assassin’s Creed Shadows. But that is just the opposite of what Ubisoft was asking for; now, fans have unleashed pure chaos in the replies, right from “Ezio’s old socks” to others with some random mentions of “the last working copy of PT” and other internet-ready objects.
What is interesting here is not just that box-though that is something to think about, indeed- but the way it describes the whole hype cycle that follows a new Assassin’s Creed game.
Ubisoft successfully manipulated their fan expectations, however briefly, providing just enough material for speculation to run rampant while grabbing an eject button on concrete evidence. I call it outright.a class act in modern marketing.
And somewhat of a marvel of timing, with buzz from possible gameplay reveal reaching fever pitch just now. Some insiders say that a proper reveal is in the works, maybe even at Summer Game Fest. Really, this should read like a calm before one jet-fuelled storm-a conversation starter while they pull together the surprise package.
And that box design, let’s talk about that! Those intricate Japanese designs have already heightened the mood for the setting of Shadows. A neat little detail that shows Ubisoft is putting true effort into the aesthetic.
With requests for a feudal Japan AC game ever since they started, they are certainly not going to skimp on the cultural details. Just the A-plus move to make since that fanbase is so terribly passionate.
What’s in the box, really? Some collectible from the narrative perhaps, or just some kind of MacGuffin? But the best thing about the tweet is that it then turned into a game of speculation. Dry leaks and mere rumors engage nobody. Something like this- community management done right-simple, engaging, and fittingly AC in its blend of history and mystery.
Seeing the absence of replies (at least the visible ones), it shows that Ubisoft is having some sort of curation of these responses to not spill any real spoilers.
Or maybe fans are being uncharacteristically respectful about not leaking anything? You know, in between, they’ve made this weird little vacuum where imagination can just walk free. And isn’t that the essence of Assassin’s Creed at its very core-that little thrill of discovery of secrets?
Given this and the recent cinematic trailer, Shadows is definitely baking up something special from within Ubisoft. It is stating a lot to say that the feudal Japan setting could deliver much more than any AC game for these past years. If they made it atmospheric and combat-centric (for the love of God, fix the combat), it would really live up to that promise. It better have something in the box worth this hype.
These sweet little teases are amazing for keeping the community busy while something more solid is awaiting disclosure. Ubisoft plays it so well- give them a little hint to hold their interest without giving the game away. Now, excuse me while I sit here and imagine that box contains Altair’s skeleton or something just as stupid. Because when Ubisoft says wrong answers only, we actually go wrong with that.
