Assassin Creed

• Subject Content


  • Media Industries
  • Audiences
  • Media Contexts
• Product Context


  • Demonstrate knowledge and understanding of the Assassin’s Creed franchise in terms of the relevant video games industry and audience issues it illustrates
  • Study at least one extract from a chosen game from the franchise in relation to industry and audience
  • The Assassin’s Creed franchise is published by Ubisoft and encompasses 12 incarnations of the game, plus spin-offs. It is an action adventure, open world game, played from a third person perspective; each game is set in a historical setting with a new story and time period
  • In 2021 the franchise recorded sales of 155 million units since its introduction in 2007. This was helped by the launch of Assassin’s Creed Valhalla in 2020 which sold more units in its first week than any other game in the series. However, games in the back catalogue of the franchise continue to be popular
• Video games are a relatively new media form
• Consider the exponential growth of video games since the 1970s, the rapid technological development, the construction of “the gamer” and the difficulty of regulating or monitoring the impact of such a fast-paced industry
• Economic Contexts


  • Video games are culturally and financially significant across three major territories (Japan, Europe, and the USA). The release of new gaming technology or games from popular franchises can be major economic events
  • In 2021, the value of the global video games market was estimated to be $138.4 billion increasing from $52.8 billion in 2012. Mobile gaming is the fastest growing area
  • Other strategies, in addition to games sales, are employed to increase revenue including production and distribution models
  • Ownership is another significant element related to the financial success of a games franchise
• Consider processes of production, distribution, and circulation

  • Video games’ production techniques have evolved and become increasingly innovative as the industry has become more competitive and the demand for games has increased
  • Being part of a franchise is a production model that both increases economic viability and establishes a brand identity for the audience
  • Advances in technology have shaped video games by the inclusion of more complex gameplay, highly developed graphics, and advanced CGI
  • In terms of production, the games in the franchise are part of a multinational development which is typical of game production in larger studios such as Ubisoft
• Consider the relationship of recent technological change and media production, distribution, and circulation

  • Video games develop and expand to reflect advances in technology. The decision to release Assassin’s Creed III: Liberation on PS Vita was to tap into the increasing popularity of mobile gaming (smartphones, tablets etc.). The PS Vita was designed with many features usually associated with smartphones (touchscreen as well as Wi-Fi, 3G, and Bluetooth capability)
  • This release of this game, as part of a well-known and popular franchise, may be seen as an attempt to bring high-quality gaming experiences to mobile platforms
• PS Vita


  • Designed with features usually associated with smart phones (touchscreen, Wi-Fi, 3G, Bluetooth capability)
• Game release


  Originally exclusive to PS Vita, later (2014) released in a modified HD version across various consoles and platforms
• Technological developments in games

  • Assassin’s Creed Valhalla released in 2020 to coincide with new console launches
• Games in the franchise adapting to technological developments

  Introduced cross-generational gaming, cross-play, and progression carrying progress between platforms
• Opportunities to distribute and circulate games have expanded, leading to increased revenue for the franchise
• Games themselves have developed in line with changes in technology, offering a more immersive experience for players
• New game in the franchise, Assassin’s Creed Infinity

  Inspired by games like Fortnite, it will be a fully live service game expanding the franchise with multiple historical settings
• Assassin’s Creed Infinity


  Ensures the longevity of the franchise and the ability to add new content rather than launching a completely new game
• Video game regulation differs globally but is becoming standardised across many European countries
• In the UK, video games are largely regulated by the Video Standards Council (VSC) applying the PEGI system
• The PEGI system aims to harmonise the protection of children across Europe through age ratings and visual descriptors of content
• Consider the effectiveness of PEGI in comparison with the BBFC or the American ESRB system in terms of authority and compliance
• Impact of digitally convergent media platforms on media production, distribution, and circulation

  Includes linking handheld games to console versions, promoting gamer engagement through social media, and benefits and risks for individual producers
• Digital convergence is important for individual producers like Ubisoft in a competitive market and benefits fans through gameplay videos
• Possible risks of digital convergence include piracy and leaked content
• Consider the impact of convergence and diversification in media on regulatory practices


  New technology opens up new opportunities and risks that complicate regulation
• Ways cultural industry companies minimise risk and maximise audiences

  • Genre-formatting in the video games industry, evident in the Assassin’s Creed franchise
  • Marketing of new games using audience recognition of the game and brand
  • Sequel formula of the franchise model giving clues of what to expect with enough differences to ensure anticipation and buzz around the launch of a new game
• Largest companies operating across different cultural industries

  • Video games industry dominated by large multi-national conglomerates like Ubisoft, now in competition with tech companies like Facebook, Google, and Amazon
• Considering video games in relation to how they reflect society

  Useful for exploring them in terms of social and cultural significance
• Areas to explore in relation to video games reflecting society

  • Representation of female characters
  • Under-representation of women in video game development
  • Assumed minority of female video games players
• Examples of female protagonists in the Assassin’s Creed franchise

  • Aveline
  • Kassandra
• Producers construct audiences through decisions about characters, narratives, and gameplay


  For example, Assassin’s Creed Odyssey offers players a choice between playing as a male or female character, Alexios or Kassandra, allowing for different interpretations of the narrative
• Games in the franchise broadening their appeal


  For example, through the inclusion of female protagonists like Aveline and Kassandra
• Assassin’s Creed Odyssey characters

  • Alexios
  • Kassandra
• Assassin’s Creed Odyssey offers players a choice between playing as a male or female character


  Allows for different interpretations of the narrative
• Games in the Assassin’s Creed franchise


  • Broadened appeal by including female protagonists and different historical settings
• Distribution of games in the franchise across different platforms

  Strategy to increase audience consumption
• Distribution of games in the franchise across different platforms

  Attempt to draw gamers from different platforms to purchase additional hardware and adopt new gaming habits
• Encouragement for gamers to have a more complete or satisfying experience

  By using a range of interlinked products that offer exclusive downloadable content
• Exclusive downloadable content


  Made possible through convergent technology and gamer “buy-in” to the value of the exclusive content
• Franchise's fan community


  Enhanced by digital convergent platforms facilitating interaction and responses to the game to be shared
• Franchise's fan community


  Fans can play a role in the future development of the franchise
• Video games influence interpretations


  As gamers are part of a fan community made up of participants from diverse social and cultural backgrounds