Ubisoft Hoping Assassin’s Creed Brand Expands to Children
The Assassin's Creed Mega Bloks deal isn't necessarily about bringing children into its current video game, Ubisoft international representative says, but it is about getting kids interested in the franchise.
In a recent GameOn Conference in Toronto, Ubisoft international brand manager Yannick Spagna said that the publisher is "trying to introduce children to its historical action franchise Assassin's Creed" Game Industry reports. Spagna made it very clear that the Mega Bloks deal that was recently forged wasn't intended to bring children into the way that the video game currently is. "On a big IP, like Assassin's Creed or that type of game, I think now the idea is to reach a maximum of people, so it's not about needing advertisement to get additional revenue," Spagna said.
He explained that the deal worked for both Assassin's Creed and Mega Bloks. Mega Bloks is looking for "the hype around video games" and Assassin's Creed is looking to branch out its audience. The deal between the two created a line of construction block kits that, depending on complexity, has a recommended age range of 10-14 years old. This isn't the first video game deal that Mega Bloks has had as it has previously done kits based on Call of Duty and Halo.
Spagna went on to add, "This quote is not about Assassin's Creed the game. It's about Assassin's Creed the brand." What does this mean? Spagna referenced the Lord of the Rings brand with its books, video games, and Lego series. "It's a huge franchise, a brand," Spagna stated. "Within that you have different experiences that are tailored to specific audiences."
Prepping potential future customers based on the experiences they had as children isn't a new practice, but it is strange to see it being applied in video games. At least with Mega Blocks, you don't have to worry about the product not working properly.