Ubisoft is a big name in the industry when it comes to open world action games, with multiple upcoming projects in the genre. During E3 2021, the studio formally announced Avatar: Frontiers of Pandora, an epic open world RPG based on James Cameron's film franchise of the same name. While the project is said to still be in active production, Ubisoft has yet to share anything substantial since the aforementioned reveal almost two years ago.

This is all the more puzzling as Avatar: The Way of Water was released in theaters late last year, earning multiple accolades and dominating the box office for several weeks in a row. This new resurgence in popularity for the franchise after more than a decade hiatus seemed like it would have been a perfect opportunity for Ubisoft to ride the hype train and release a new trailer or gameplay preview. While it's certainly not too late, the studio needs to strike while the iron is hot and show off something for fans that are eager to jump back into the world of Pandora.

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Missed Marketing Opportunities for Avatar: Frontiers of Pandora

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As mentioned, it has been over ten years since the original Avatar film released in theaters, with the sequel going through multiple phases of production and heavy visual effects work to complete the project. Anticipation reached a fever pitch, and the sequel has gone on to gross enough money to become the third highest grossing film of all time worldwide. This is nothing to scoff at, and with the series being back in the limelight after so many years away, it seemed like the perfect time for Ubisoft to organize a presentation, whether big or small, for Avatar: Frontiers of Pandora.

Just this past December was the Game Awards, a showcase garnering huge attention from gamers to celebrate the past year, and get a glimpse at what's the come next. With Avatar: Frontiers of Pandora still scheduled for release sometime in 2023, and Avatar: The Way of Water being so fresh at the time, having even a short trailer to remind everyone that it's coming would have done the job just fine. Now with the halfway point of 2023 quickly approaching, and the excitement of Avatar: The Way of Water in the rear-view mirror, the perfect time to re-reveal the game seems to have passed.

Ubisoft Needs to Strike While the Iron is Hot

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In fact, the Game Awards was an event that Ubisoft should have capitalized on, especially now with recent news of E3 being canceled this year. There are naturally other venues that Ubisoft can turn to such as Summer Games Fest and Gamescom, but they don't quite compare to the attention that E3 and the Game Awards typically generate. A game of this caliber deserves a grand scale showing, and the biggest opportunities have seemingly come and gone.

It also goes without saying that as a company, Ubisoft has been experiencing a rough patch as of late. With numerous controversies and a bevy of behind the scenes issues on several projects, such as the numerous delays for Skull & Bones, the company desperately needs a big win in 2023 to get back on track. Thankfully, Avatar is a huge name in pop culture, so being able to work on such a successful and well known IP is already a step in the right direction and does half the job for the company just in terms of brand recognition.

Additionally, with more Avatar sequels on the way in the coming years, there is still plenty of interest for the series going forward. All Ubisoft needs to do is tap into that with some kind of substantial presentation, as the pieces are in place and Ubisoft simply needs to take the leap.

Avatar: Frontiers of Pandora is in development for PC, PS5, and Xbox Series X/S.

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