Ubisoft failed to meet its sales targets with Star Wars Outlaws, the highly anticipated open-world title based on the famous top-tier saga. The game, released in August 2024, sold just one million copies in its first month. For a big-budget production, that figure is far from what was expected.
Yves Guillemot, CEO of Ubisoft, directly blamed the Star Wars franchise. According to the executive, the brand is in a stage of declining popularity, which directly impacted the game's performance.
Star Wars in decline: a brand in crisis
The Star Wars saga is not going through its best moment. After the most recent trilogy, which created divisions among fans, subsequent productions failed to fully recover the public's enthusiasm. Series like The Mandalorian and Andor were well received, but other offerings did not achieve good results.
For Ubisoft, that loss of interest was directly reflected in the game's sales. Guillemot explained that Outlaws fell victim to the "instability of the brand" and acknowledged that the Star Wars context was not ideal for launching a title of this magnitude.
