Tensions flared on social media this week as tech billionaire Elon Musk found himself in a war of words with game developer Ubisoft, after publicly criticizing the company’s latest installment in the Assassin’s Creed franchise and its partnership with controversial online figures.
The controversy began on March 26 when veteran game developer Mark Kern took to social media platform X to criticize Ubisoft’s promotional campaign for its upcoming game, Assassin’s Creed Shadows.
Kern accused the French game publisher of investing heavily in streamers with politically divisive views, specifically referencing a recent promotional livestream featuring political commentator and streamer Hasan Piker.
Piker, known for his outspoken political positions, has previously drawn criticism for comments perceived as sympathetic toward the Houthi rebel group in Yemen, a group designated by some countries as a terrorist organization. Kern described Ubisoft’s marketing strategy as “funding streamers who promote terrorism,” igniting a firestorm of debate online.
Elon Musk, CEO of Tesla and SpaceX, joined the conversation shortly after Kern’s comments, appearing to align himself with the criticism. Responding to the controversy, Musk wrote, “More accurately, he’s selling out his conscience. Promoting a terrible game just for money.”
Though Musk did not mention Piker by name, the timing and context left little doubt as to whom he was referring.
Musk’s blunt remark quickly caught the attention of Ubisoft, who did not hold back in its response. Using the official Assassin’s Creed Shadows account, Ubisoft replied: “Did your Path of Exile 2 account booster say that?”
The jab referenced longstanding rumors that Musk has paid others to play games on his behalf, particularly during his time engaging with Path of Exile, an action role-playing game with a dedicated player base.
The exchange sent shockwaves through the gaming community and beyond, drawing both praise and criticism for all parties involved. Fans and critics debated not only the merits of Assassin’s Creed Shadows but also the ethics of celebrity involvement in political discourse and gaming culture.
Ubisoft, one of the world’s largest video game publishers, has yet to formally address Musk’s specific claim that Assassin’s Creed Shadows is a “terrible game.” The title is still in development and has not been released to the public, making Musk’s assessment premature in the eyes of many gamers.
However, the high-profile nature of Musk’s comment, combined with the sensitive political associations surrounding the promotion, brought unwelcome attention to the title.
Hasan Piker, the streamer at the center of the dispute, has not yet issued a direct response to Musk’s statement. Piker, a former political commentator for The Young Turks and now a popular figure on Twitch, is no stranger to controversy and has often been vocal about his political beliefs, including his criticisms of U.S. foreign policy.
His involvement in promoting Assassin’s Creed Shadows appears to have been part of a larger influencer marketing campaign orchestrated by Ubisoft.
Ubisoft has increasingly relied on high-profile streamers and online personalities to build hype for new releases, a common strategy in the modern gaming industry.
However, the decision to collaborate with Piker has now turned into a PR headache, with critics accusing the company of blurring the lines between entertainment, politics, and ethics.
Meanwhile, Elon Musk’s involvement in the gaming discourse adds another layer of complexity. While best known for his work in tech and space exploration, Musk is also a well-known gamer who has publicly expressed interest in titles like The Witcher 3, Elden Ring, and Cyberpunk 2077.
His opinions on gaming often make headlines due to his celebrity status, but this latest exchange marks a rare instance in which a major game publisher has openly fired back at him.
The accusation that Musk pays others to play games for him is not new, though it has never been confirmed. In previous years, internet users and industry insiders have speculated that Musk’s busy schedule and high-level gaming accomplishments could only be achieved with the help of hired players or account boosters.
Musk has never directly denied the rumors, though he has occasionally made light of them on social media.
In the wake of the feud, Ubisoft has received mixed reactions. Some fans defended the company’s marketing strategy, arguing that it is up to individual viewers to separate politics from entertainment.
Others supported Musk and Kern’s criticisms, insisting that brands should be more discerning in choosing the influencers they partner with.
As for Assassin’s Creed Shadows, the game’s fate in the public eye remains uncertain. Though it has already generated significant attention, much of the discussion now centers on the controversy rather than the gameplay or story elements. It is unclear whether this publicity will help or hurt the title’s eventual reception.
Musk, for his part, has not elaborated further on his comment but has continued to engage with fans and followers on X, moving on to other topics. Nevertheless, the dispute highlights the increasingly blurred line between gaming, celebrity influence, and political ideology in today’s digital landscape.
Whether Assassin’s Creed Shadows can recover from the early controversy and whether Ubisoft will re-evaluate its promotional partnerships moving forward remains to be seen.
For now, the game sits at the center of a cultural flashpoint involving one of the world’s most influential tech figures and a leading name in video game entertainment.
