Ubisoft releases new promotional material for Tom Clancy’s The Division, which appears to take press quotes out of context in order to bash Bungie’s Destiny.
Despite there being a multitude of differences between Destiny and Tom Clancy’s The Division, it seems like people can’t help but to compare the two games. Now even Ubisoft is jumping on the bandwagon, as the company has released an advertisement for The Division that claims the game “blows Destiny out of the water.”
The quote comes from a news piece written by Tatiana Morris of GameZone. The way Ubisoft has displayed it implies that Morris was saying The Division in general is better than Destiny, when in fact the quote was in reference to The Division‘s successful beta, which drew more players than Destiny‘s beta did a couple of years back.
The ad also features a quote from IGN, claiming the site called The Division the “best new franchise.” Like the GameZone quote, the IGN one is taking a bit out of context. While it’s true that IGN once called The Division the best new franchise, it was doing so specifically in reference to The Division‘s E3 2013 reveal. The way Ubisoft has presented the quote in the ad appears to suggest that IGN considers The Division the best new gaming franchise in general, which is not the case.
One can hardly fault Ubisoft for aggressively advertising The Division. Interest in the game is high, and the company appears to see a chance to win some of the large player base that Bungie has obtained with Destiny. However, the company’s decision to use out-of-context press quotes is something that some might find morally questionable.
What’s more is that this ad seems to stand in stark contrast to Ubisoft’s previous attempts to distance The Division from Destiny. Ubisoft developers have even stated in the past that The Division and Destiny are very different games, so comparing them and bashing Destiny in the process with this new ad seems a bit hypocritical.
It will be interesting to see if this ad generates controversy that negatively impacts The Division. Once people become aware that the quotes used in the ad have been taken out of context, it may make them angry at Ubisoft for what appears to be a purposeful attempt to mislead consumers. This coupled with other recent controverseries, such as The Division having no pre-release reviews, could sour some on the game.
While we’ve made the case in the past that The Division and Destiny aren’t that comparable from a gameplay perspective, the two games do seem to have the same target audience. Ubisoft is aware of this, and has probably created this ad to try to convince Destiny players to jump ship to The Division. With the game’s release next week, we won’t have to wait long to find out if the ad pays off for Ubisoft and The Division, or if it backfires.
Tom Clancy’s The Division will be available on March 8th for PC, PlayStation 4, and Xbox One.