In an internal business meeting, Ubisoft’s UK division discussed the general decline in game sales seen recently, not only in the British market but globally. The company warned that players are no longer buying as many games at full price as they used to.
According to its financial results, Ubisoft UK recorded an 11% increase in revenue, but product sales fell by 29% during the same period. This shows a significant drop in full-price game purchases.
Ubisoft referred to games priced at £50–60, though the comment likely also includes higher prices — such as the now £70 common tier for major releases.
Players Buy Fewer Games, But Play Them Longer
“Consumers are playing fewer games, playing them for longer and as a result, outside of a few notable exceptions, many new games are struggling to stand out and achieve the sales they may once have had, whilst the market is more volatile and the potential for any specific title less predictable as a result,” the Ubisoft UK business update states.
The report notes that sales of £50–60 games — considered the standard full price for AAA titles — continue to be less frequent than before.
Because of this trend, along with fewer major releases planned, Ubisoft UK expects a decline in profits for the current fiscal year.
In other news, Ubisoft postponed its first-half 2025-2026 earnings report at the last minute and requested that Euronext halt trading of its shares and bonds.
