Ubisoft Discusses Hardware Launch Domination and How The Wii U Will Be No Different

April 3, 2012

In an interview with Gamasutra, Ubisoft SVP of sales and marketing Tony Key discussed the publisher’s strategy for new hardware entering the market. Early and often seems to be the key here (pun completely intended) as Tony pointed out how Ubisoft’s third party success is earned through striking first.

When speaking about their support of Nintendo’s upcoming console, he states “We have big plans for Wii U. Our intention is to be the number one third-party just like we were on Kinect and just like we were on 3Ds.”

Tony goes on to describe in further detail the relationship that Ubisoft has with the house that Mario built. He dances around the idea of whether or not they receive their developer kits earlier because of that relationship, but follows it up with “I do think we got them early.”


As far as how they handle hardware launches from Microsoft and Sony, he states that a lot of it is guessing “What will it probably be? What will the specs probably be?”

He goes on to describe how for the Kinect launch — before the dev kits were made available — Ubisoft was already playing around with different ideas using regular cameras.”If you’re lucky, by the time you get a dev kit and by the time you get to launch, you’ve had a chance to build something good” Tony added.

Back when the Wii launched in 2006, Ubisoft had a whopping 7 titles within the initial window of release. Considering that there are at least 3 title confirmations already for the Wii U, don’t be surprised if they are able to ship even more this time around.


Joel Taveras

Joel Taveras is one of the founding members of DualShockers. He hails from New York City where he lives with his wife and two sons. During his tenure with the site, he's held every position from news writer to community manager to editor in chief. Currently he manages the behind the scenes and day-to-day operations at the publication.

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