Marc-Alexis Coté, the franchise boss for Assassin’s Creed, has addressed the backlash surrounding the characters in the upcoming game, Assassin’s Creed Shadows. He has spoken about how the negative comments have impacted the development team and the broader issue of how harmful commentary seeks to undermine narratives that feature diverse and inclusive characters.
“Assassin’s Creed has always been about exploring the full spectrum of human history, and by its very nature, that history is diverse,” Coté stated. “Staying true to history means embracing the richness of human perspectives – without compromise. For example, in Assassin’s Creed Shadows, we highlight figures, both fictional like Naoe, a Japanese woman warrior, and historical, like Yasuke, the African-born samurai. While the inclusion of a Black samurai in feudal Japan has sparked questions and even controversy, Naoe, as a fictional character, has also faced scrutiny for her gender.
“We’ve consistently introduced protagonists from diverse racial, ethnic and gender identities.”
“But just as Yasuke’s presence in Japanese history is fact, so too are the stories of women who defied societal expectations and took up arms in times of conflict,” Coté continued. “While both Naoe and Yasuke’s stories are works of historical fiction, they reflect the collision of different worlds, cultures, and roles. Their inclusion is precisely the kind of narrative that Assassin’s Creed seeks to tell, one that reflects the complexity and interconnectedness of our shared history.”
“And this isn’t new ground for the franchise,” he noted. “From Altaïr to Aveline de Grandpré to Ratonhnhaké:ton—our protagonists have consistently represented diverse racial, ethnic, and gender identities. History is inherently diverse, and so is Assassin’s Creed. Our commitment to inclusivity is rooted in historical authenticity and respect for diverse perspectives, not driven by modern agendas.”
“Alongside these deep-rooted franchise values is our commitment to recognizing and listening to legitimate criticism as an essential part of the creative process,” Coté added. “Our community helps us grow, evolve, and deliver better games. Today, we face the challenge of distinguishing between genuine feedback and attacks driven by intolerance.”
“The current climate is tough on our creative teams,” he said. “They face lies, half-truths, and personal attacks online. When the work they pour their hearts into is twisted into a symbol of division, it’s disheartening, and can be devastating. What keeps me going is the resilience born out of conviction that I see in our teams every day. I am especially proud of the Shadows team for staying true to their creative vision and the core tenets of Assassin’s Creed.”
“Our creative teams face lies, half truths and personal attacks online.”
“By choosing Naoe and Yasuke as protagonists, we are expanding the narrative landscape, offering new viewpoints that challenge established norms while remaining true to the history that shaped them,” he explained. “Assassin’s Creed is not just a franchise; it’s a platform for entertainment, dialogue, discovery, and understanding. Our commitment isn’t just about reflecting on the past; it’s about ensuring that the stories we tell continue to unite, inspire, and challenge players, regardless of their background.”
Coté emphasized that Assassin’s Creed has always featured universal themes “like resistance to tyranny and the preservation of knowledge and identity.” He noted that it includes an opening message acknowledging the game as a fictional work created by a diverse team. “From the very beginning, Ubisoft has embraced this diversity,” Coté said. “Assassin’s Creed is more than just a game. It can be a platform for meaningful exploration and reflection while providing exciting gameplay. This fusion of creativity, diversity, immersion, and fun continues to define the franchise and connect it with players worldwide.”
Coté concluded with a broader reflection on the challenges to creative freedom as cultural divisions grow. “Today, the stakes are higher,” he warned. “The stories we tell, the characters we create, and the game worlds we build are instrumentalized by those who seek to silence creativity. I believe we are experiencing what Fareed Zakaria calls an ‘Age of Revolution,’ where the real conflict is not between political sides, but between societies that close themselves off and those that open up to the world.”
“When we self-censor in the face of threats, we hand over our power.”
“This mirrors the selfless bravery of our Assassin’s Creed protagonists,” he continued. “They fought for freedom, knowledge, and the right to chart their own paths, just as we, as creators, fight to share important stories in a world that grows increasingly divided. As stated in ‘How Democracies Die,’ democracies crumble when good people decide to stay silent. The same is true of our creative freedom when we allow fear to silence our voices. When we self-censor in response to threats, we diminish our power until both freedom and creativity wither away. We cannot let that happen. It’s time for us as creators to stand firm on our commitment to our values—telling stories that inspire, challenge, and help people connect.”
“To our players—those who have supported us and celebrated our work with enthusiasm and constructive feedback—this stance is for you,” Coté concluded. “You are the heart of our journey. We create for you, and your support fuels our creativity and strengthens our resolve to continue pushing boundaries and telling important stories. This journey belongs to you as much as it does to us. I’m an optimist and a dreamer. I believe the answer to hate is to continue creating experiences that celebrate the richness of our world and capture the magic of our collective imagination. creativity is stronger than fear, and together, we are shaping the future of entertainment.”
Interview Between Time.news Editor and Marc-Alexis Coté, Franchise Boss for Assassin’s Creed
Time.news Editor: Welcome, Marc-Alexis Coté! It’s a pleasure to have you with us today. There’s been a lot of buzz lately about the upcoming game, Assassin’s Creed Shadows. Your team has faced considerable backlash regarding the diverse characters in the game. Can you share how these circumstances have affected the development team?
Marc-Alexis Coté: Thank you for having me! The response has certainly been intense. The negative comments can take a toll on our developers, especially when they pour their hearts into creating a game. What’s disheartening is when the work is twisted into a symbol of division. However, I am continually inspired by the resilience and conviction I see in our team, particularly with Shadows. They remain committed to our creative vision and the foundation of what Assassin’s Creed represents.
Time.news Editor: That’s commendable. You highlighted some important figures, such as Naoe, a fictional Japanese warrior, and Yasuke, the historical African-born samurai. What was the motivation behind their inclusion?
Marc-Alexis Coté: Assassin’s Creed has always aimed to explore the full spectrum of human history, which is inherently diverse. By including figures like Naoe and Yasuke, we’re not just presenting action; we’re telling complex stories that reflect the collision of different worlds and cultures. Their narratives are essential for illustrating the richness and interconnectedness of our shared history, which is at the core of what we do.
Time.news Editor: It seems there’s a fine line between celebrating diversity and facing backlash. How do you distinguish between legitimate criticism and attacks driven by intolerant views?
Marc-Alexis Coté: That’s a crucial challenge for us right now. We truly value our community’s feedback; it’s an essential part of our creative process. But we also have to recognize when criticism crosses into that territory of intolerance. The current climate can be harsh, filled with lies and personal attacks. Our objective is to learn from constructive discussions, while also staying committed to our values.
Time.news Editor: You mentioned that the current environment can be tough. How do you see it affecting the creative freedom in gaming and storytelling?
Marc-Alexis Coté: The stakes are indeed higher than ever. Many people view the characters and narratives we create as political statements, which can shut down creativity. We’re experiencing what Fareed Zakaria calls an ‘Age of Revolution’, where societies are divided not just by politics, but by their willingness to engage with diverse perspectives. Our role is to keep storytelling open, exploring universal themes like resistance to tyranny and identity preservation, while ensuring they resonate with players from various backgrounds.
Time.news Editor: Do you believe that the criticism around Assassin’s Creed Shadows will ultimately impact the way future games are developed within the franchise?
Marc-Alexis Coté: I think every experience, both positive and negative, contributes to our growth. While criticism can be painful, it also prompts us to reflect and adapt. Our commitment to inclusivity and authenticity won’t waver—it’s rooted in our history. If anything, we are motivated to push the envelope further and honor our franchise values.
Time.news Editor: It’s evident that you have a strong dedication to history and inclusivity. How do you envision the future of the Assassin’s Creed franchise?
Marc-Alexis Coté: I see the future of Assassin’s Creed as a platform for exploration, dialogue, and understanding, not just entertainment. As we move forward, we’ll ensure that our narratives continue to unite and inspire players, challenging established norms while remaining authentic to the past. The fusion of creativity, diversity, and immersive gameplay will keep defining our franchise and connecting us globally.
Time.news Editor: Thank you, Marc-Alexis, for your insights and for being an advocate for diversity in gaming. We look forward to experiencing Assassin’s Creed Shadows and what comes next!
Marc-Alexis Coté: Thank you for having me! I can’t wait for everyone to dive into the rich narratives we’ve built.