Why Ubi's Keeping a Lid on Prince of Persia

Assassin's Creed's year-plus of hype and overblown expectations translated into huge sales, but a tepid critical response. Ubisoft now wants to change the way it executes the marketing push of upcoming titles.

This holiday's Prince of Persia title is the first example of the new "compressed" strategy. Following the initial teaser trailer we saw back in May, the game's creative staff will present a hands-off demo at E3 this week.

"We basically took the Assassin's Creed style of marketing and PR of what to show when and we compressed it down," said Prince of Persia creative director Ben Mattes to GamesIndustry.biz.

"Teaser first, trailer plus hands-off second, another trailer plus hands-on third etc. We're following that same sort of pattern. But whereas they did it over a year, we're doing it over six months. But hopefully we'll generate suitable levels of hype and buzz."

Image: Ubisoft

Ubisoft reins in hype machine after Creed controversy [GamesIndustry.biz]

See also:

• Screenshots of Cel-Shaded Prince of Persia
• Review: Why Assassin's Creed Fails
• Yahtzee Sort of Digs Assassin's Creed