New ‘Assassin’s Creed’ Delivered Via Hawk to Unsuspecting Fans

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Credit: ITM

Ubisoft has become a titan of video game publishing due to massive hits such as Far Cry, Watch Dogs, and soon the long-awaited epic, Star Wars: OutlawsYet, before the tropical murder gangs, the masked eco-fighters, and the scruffiest of nerf-herders, there was the franchise that would covertly puncture its way into the hearts of millions of gamers — Assassin’s Creed.

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Credit: GameSpot

The Assassin’s Creed franchise is still Ubisoft’s crowned jewel game series, with 12 main games that have made the company more than $5.4 billion. Its success stemmed from its rich mythology mixed with historical fiction. It centered around a hidden order of devout assassins. Each acolyte pledged their loyalty to a creed to protect humanity from a sinister organization that sought to control people’s free will. The game was a standout as it immersed players in major historical events, figures, and places to add to its authenticity.

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Credit: Ubisoft

Assassin’s Creed: Valhalla was the latest installment that perfected its newly restructured open-world style. This reignited a new fanbase as the game has gone on to gross $1 billion. Its success proved that the franchise still has longevity after nearly 15 years. Yet, even with Valhalla‘s achievement, Ubisoft listened to its fans who wanted to return the series to its roots with a more streamlined story that focused more on stealth and parkour.

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Credit: Ubisoft

Assassin’s Creed: Mirage has become the answer to fans’ prayers as it transports players back to the classic order of assassins. It will take place in the 9th century AD within ancient Baghdad. Gamers will relive and explore the fateful origins of Assassin’s Creed: Valhalla’s cunning villain, Basim Ibn Ishaq.

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Credit: Ubisoft

Aside from restoring its quintessential focus on stealth and acrobatic gameplay, Ubisoft has now attempted to psych their devoted following up for Mirage with an unprecedented PR stunt. Instead of having a postperson or Amazon driver drop off a hardcopy of Assassin’s Creed: Mirage, Ubisoft decided to hire trained “birds of prey” to deliver the new game to consumers’ homes.

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Credit: Ubisoft

Eagles were the original mascot of the Assassin Order. They represented freedom, speed, and resilience. Yet, because eagles do not reside in every country, some of the main assassin characters would be given other birds of prey, such as hawks, ravens or falcons. They would not only serve as companions in the game, but the protagonists would usually share a “psychic link’ with their bird bros. This would allow them to see through the bird’s eyes, which justified the character’s supernatural intuition throughout gameplay.

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Credit: Ubisoft

So Ubisoft decided to stay on theme by doing a “trial run” in the U.K. They dressed up a bird trainer as an assassin, then took glamor shots to advertise this new promotional feature. Then, the trainer/assassin would send out their trained hawks to deliver incased copies of the game to buyers.

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Credit: Ubisoft

The marketing GM for Ubisoft justified the PR stunt by stating, “Birds of Prey are synonymous with Assassin’s Creed, from their signature piercing squawks to their graceful gliding appearances.” There has been no follow ups on whether the trial run was a success, but many American fans must be hoping that this type of package delivery will make its way to the U.S.

Assassin’s Creed: Mirage was released on October 5, 2023 on all gaming consoles, including PC.

What do you think of this PR stunt? Should the franchise return to the structure of the old games?

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