'I roll my eyes first, then check reviews second.' That's how one gamer described their reaction to a new Ubisoft release.
I ran a Ditto study with six North American gamers to understand how they make $70 purchase decisions and what they think of Ubisoft specifically. The brand sentiment was... candid.
The Participants
Six North American adults aged 25-40, active gamers who buy 3+ games per year. Mix of console and PC players with varying genre preferences. They represent the core AAA game market: people who can afford $70 titles but choose carefully.
The $70 Purchase Decision
We started with the fundamental question: what makes you buy a $70 game at launch versus waiting?
$70 is a lot to me, yes ma’am. Launch day only happens if it’s one of those gotta-have-it ones and I can play it off a disc right away without some giant download. Or if my cousins all lined up to play couch co-op that same weekend and I already stashed cash in my envelope. Most times I wait, watch ...
Trusted developer/publisher track record
Friends playing multiplayer on launch
Strong review consensus before purchase
Fear of spoilers for story games
Key insight: $70 isn't the barrier. Trust is. Gamers will pay full price for developers they believe in.
The Ubisoft Perception Problem
When asked what comes to mind when they hear 'Ubisoft,' the responses were consistent and unflattering.
Honestly, I kind of roll my eyes. The name makes me less likely to buy at launch because it feels same game, big map, high cost. I wait for a big sale or I borrow from a friend, and only if folks I trust say it’s worth the time, so yeah. Watch a cou...
The pattern was clear: gamers see Ubisoft as producing formulaic open-world games with excessive monetization.
Key insight: Brand perception can become a self-fulfilling prophecy. The 'Ubisoft formula' has become a negative meme.
Battle Pass Fatigue is Real
We asked about in-game purchases, battle passes, and DLC in full-price games.
I paid $70 already, so I do not want a store in my face. Battle passes feel like rent on top of rent. I skip all that and I play something quiet and offline. If it nags me or locks basics, I uninstall, so yeah. Acceptable Real story DLC that feels...
Key insight: Cosmetic monetization is accepted. Anything that affects gameplay in a paid game is not.
What This Means for AAA Publishers
Brand perception matters more than individual game quality
The 'open-world formula' fatigue is real - innovate or face eye-rolls
Battle passes and aggressive monetization erode goodwill
$70 pricing requires demonstrated trust, not just marketing
Launch timing for multiplayer games is critical
The AAA gaming market has a trust problem, and Ubisoft is feeling it acutely. $70 games need to earn that price tag through innovation and restraint, not just content volume.
Want to test your own game's value perception? Ditto lets you run studies like this in hours, not weeks. Book a demo at askditto.io.
What the Research Revealed
We asked real consumers to share their thoughts. Here's what they told us:
How do you feel about in-game purchases, battle passes, and DLC in a game you already paid $70 for? What monetization is acceptable, and what makes yo...
Fabian Hannah, 24, Job Seeker, Winston-Salem city, NC, USA:
I paid $70 already, so I do not want a store in my face. Battle passes feel like rent on top of rent. I skip all that and I play something quiet and offline. If it nags me or locks basics, I uninstall, so yeah. Acceptable Real story DLC that feels whole, works offline, and you buy onceFair price for real time - like a big chunk, not a tiny questCosmetics only if they are truly optional and never pop up while I playFree updates that fix stuff and add small modes without a fee Hard no Loot boxes or any random rollXP boosts, stat boosts, pay-to-winBattle passes with timers and FOMORotating sh...
Paige Lewis, 32, Sales Representative, Shreveport city, LA, USA:
If I already dropped $70, I don’t want the game acting like a bill collector. Battle passes feel like homework with a timer - I’m off the clock when I play. I’m fine paying extra if it’s real meat, not crumbs and pressure. Yes ma’am, I said what I said. Acceptable to me: Big offline expansion - new story, new areas, 10-20 hours, fair price like $15-$25. Let me play from the disc and a small download, not some 80 gig mess. Cosmetics only I can ignore - no pop-ups, no FOMO clock, priced like a snack, not a light bill. Local co-op add-ons or map packs that don’t split friends and don’t lock the...
Hunter Freudenberger, 26, Sales Manager, Rural, FL, USA:
Short version: if I pay 70 bucks, I expect a whole dadgum game. Not a storefront wearing a jersey. What I’ll tolerate without getting salty: Real expansions months later - chunky new map, story, systems. Feels like the old PC expansion packs. Price it fair and I’ll buy it, no fuss.Pure cosmetics that are truly optional. Show me the price in dollars, no funny money. If I like the look, maybe I toss 5-10 bucks. If not, I don’t care.Free updates with a light shop on the side. If the core game isn’t kneecapped to push me to the shop, fine. Stuff that makes me uninstall or blacklist a publisher: ...
Derek Thomas, 40, Operations Specialist, Medford city, OR, USA:
Short version: if I pay $70, I expect a complete game. Not a storefront wearing a game costume. What I’m fine with: Real expansions months later that add story, maps, new systems. Price them like an expansion, not a tip jar. If it’s 10-20 solid hours and changes the meta in a good way, I’m in.Cosmetics that are truly optional, no power attached, and no panic-timer FOMO. Let me buy a skin outright if I care, or ignore it forever without being nagged.Quality-of-life updates free. Don’t charge me to fix your UX or add a loadout slot. That’s maintenance, not a deluxe feature.Seasonal content that...
Ubisoft makes games like Assassins Creed, Far Cry, and Rainbow Six. When you hear Ubisoft is releasing a new game, what is your immediate reaction? Do...
Fabian Hannah, 24, Job Seeker, Winston-Salem city, NC, USA:
Honestly, I kind of roll my eyes. The name makes me less likely to buy at launch because it feels same game, big map, high cost. I wait for a big sale or I borrow from a friend, and only if folks I trust say it’s worth the time, so yeah. Watch a couple short gameplay clips.Wait for a deep sale or used copy under $20.Skip if it looks grindy or pushes buys in my face.
Jesse Torres, 39, Facilities Manager, Houston, TX, USA:
Knee-jerk reaction to a new Ubisoft game? Side-eye first, curiosity second. I picture a gorgeous map smothered in icons like I-10 at rush hour, a gear treadmill, and a store tab parked two clicks from the pause menu. Sometimes they hit a groove and it’s a blast, but too often it feels like an all-you-can-eat buffet when I just wanted a perfect taco. Does their name make me more or less likely to buy? Less at launch. I’m a wait-and-see guy with Ubisoft. My time is tight, my backlog is rude, and I just cracked my phone screen, so I’m not throwing 70 bucks at a checklist simulator on faith. If r...
Bryce Colon, 25, Sales Representative, Columbus, OH, USA:
Gut reaction when I see that logo? A little eyebrow raise, a little sigh. I picture a massive map speckled with 400 icons, a store tab parked in the main menu, and me falling asleep on the couch after 45 minutes of checkbox chores while the kids’ laundry hums in the background. So yeah, the name makes me less likely to buy day one. Not an auto-no, but a strong wait-and-see. I’ve been burned by bloat and launch jank before, and with my time chopped up around kid nights, I’m not sinking 80 hours into another collect-a-thon just to watch a credits roll sometime in 2027. What gets me to perk up:...
Paige Lewis, 32, Sales Representative, Shreveport city, LA, USA:
Honestly, when I hear Ubisoft got a new game, I give it a little side-eye and keep it moving. Big pretty map, fifty million little chores, and then a store trying to sell me outfits I do not need... mm-hmm. I am not paying 70 bucks day one, not with my budget and not with those day-one patches chewing up data. Their name makes me less likely to buy right away. I usually wait for a sale, grab it used, or just play at my cousin’s house and call it a day. You see what I am saying? What makes me bite: Under 30 cash and it runs offline without a bunch of passes or season junk.Folks I trust say it ...
When you see a new AAA game priced at $70, what makes you decide to buy it on launch day versus waiting for a sale or skipping it entirely? What infor...
Paige Lewis, 32, Sales Representative, Shreveport city, LA, USA:
$70 is a lot to me, yes ma’am. Launch day only happens if it’s one of those gotta-have-it ones and I can play it off a disc right away without some giant download. Or if my cousins all lined up to play couch co-op that same weekend and I already stashed cash in my envelope. Most times I wait, watch the price dip, or grab it used at the pawn shop. You know what I mean. I buy at launch if: It’s a series I already trust and I played the last one at my cousin’s. It works offline from the disc and doesn’t need a 50 gig day-one patch. It’s a real single-player with meat on it, like 25 to 40 hour...
Fabian Hannah, 24, Job Seeker, Winston-Salem city, NC, USA:
Short answer: I almost never buy a $70 game on day one. That price wrecks my budget. I only jump if it hits a few things and I already have the cash, like gift money, after bills. Day one for me Series I already trust and beat beforeFull single-player in the box - no season pass, no storeOffline works - no always-online check-inReviews say it is not broken at launchLocal co-op so I can play with roommates or friends from churchI have free time right now and the money set aside Most times I wait I wait for $20-30 used or a real saleI borrow a copy first if I canI buy a disc so I can sell it l...
Jesse Torres, 39, Facilities Manager, Houston, TX, USA:
Seventy bucks is not lunch money. If I’m dropping that on a game, it has to earn its spot like a brisket on a Saturday. I don’t pay to be a beta tester or to grind chores after work. Day-one buy if: My crew is locking in co-op. If Miguel and the fellas are ready to roll, and it’s real co-op that saves progress for everyone, I’m in. Social fun beats waiting for a sale. Trust in the studio. Not vibes - receipts. Consistent launches, real patch support, no nickel-and-dime nonsense. If their last few games respected my time, I’ll back them. Performance mode at 60fps and stable. I watch technical ...
Bryce Colon, 25, Sales Representative, Columbus, OH, USA:
Short version: I rarely drop $70 on day one. I’ve got kids, a budget, and a backlog. If I do buy at launch, it has to hit a few very specific boxes. I buy day one if Friends are all hopping in and it’s a shared fresh-start moment. If my Discord crew is squadding up that first week, I’m in or I’m left out.It’s a single-player I care about and spoilers will ruin the experience. I want to feel it clean, not after a month of TikTok boss clips.The studio has actually earned my trust and shows their work on performance, polish, and no gross monetization. I don’t reward betas at full price.I can rea...