Though Avatar has made records at the cinema, Ubisoft's video game adaptation hasn't done so well, despite fair critical reception. As a result, the publisher says it's going to invest less in licensed property in the future.
“The goal is to reduce [that], and put more emphasis on making our brands bigger and to release them more often, with very high quality,” Ubisoft CEO Yves Guillemot told investors. “It doesn't mean we will stop, but we are going to spend less on licenses in the future.”
Part of the problem with Avatar, Guillemot says, was the film's December release. This put the studio in a tough spot with the game, one he alluded resulted in a lack of polish.
“The pressure of the release of the movie is always difficult in our industry, so I would say our goal in the future is to make sure we can have those games ready a long time in advance.”