How Ubisoft wants to “introduce virtual worlds to people who don’t play games”

Ubisoft is one of the pioneers of French video games. But apart from game development, the company also wants to reach all areas, and all audiences, as explained by Deborah Papiernik, international director of strategic alliances at Ubisoft, in Tech&Co.

We know Ubisoft for its world famous games, such as the Assassin’s Creed franchise, Just Dance or Rabbids. But the French company now wants to develop its brands beyond video game consoles.

Through innovative experiences, Déborah Papiernik, international director of strategic alliances at Ubisoft, has been trying for several years to take Ubisoft’s brands and expertise and bring them to various fields: entertainment, education, industry, health and more traditional culture. “Our goal is to introduce our worlds to people who don’t play video games,” explained Déborah Papiernik, guest of Tech&Co.

Events of all kinds

Ubisoft has therefore been organizing numerous off-screen events for several months. At the end of October, the Assassin’s Creed brand was exported to the mythical Parisian cinema Le Grand Rex for a symphonic concert on the occasion of the 15th anniversary of the license.

The franchise was also used for immersion purposes, especially after the fire at Notre-Dame Cathedral in Paris: “players brought back Assassin’s Creed Unity in which there was a model of Notre-Dame. Ubisoft gave money for the reconstruction and we wanted to go further, by using the 3D model of the cathedral which is in the game. This is how we were able to achieve an immersion in the place, thanks to a helmet virtual reality” recalls Déborah Papiernik.

However, the director recalls that her activity remains marginal. Ubisoft’s core business is still the development of video games. But video games now take a considerable part in the cultural industry in general. For the first time, a category of the famous Grammy Awards ceremony will reward the best video game soundtrack.

“It’s happening in video game music what happened with film music, which was a little scorned at the time. Today, the soundtrack of a video game is posted on all streaming platforms and we even make vinyl out of it,” explains Déborah Papiernik.

Make France shine

Through the La French Touch movement, the objective of Ubisoft and Déborah Papiernik is “to break down the silos between the different cultural and creative industries.” In particular, this involves creating cross-functional projects to get to know each other better and promote France, particularly abroad.

And to create more, the director of strategic alliances at Ubisoft insists on the investment of public authorities and the CNC, which recently set up an immersive creation commission. “Each media has its own modes of creation and it is very important that the CNC supports these creations from the start. At the beginning, the market is not huge, so we need to support creation, so that creators create things innovative.”

Déborah Papiernik also adds that “French creators are nominated, rewarded, respected. It would be a shame if they could not develop further, on the pretext that there is not yet a market in these media.”

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How Ubisoft wants to “introduce virtual worlds to people who don’t play games”


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