Ubisoft UK has warned that its sales will fall this financial year due to fewer new releases and significant changes in "player habits".

The Guildford-based French games giant said players were playing fewer games for longer, meaning new games "struggle to stand out and sell as well as they once did".Ubisoft also added that the market is "more volatile, making the potential of any given game more difficult to predict."

Ubisoft said these factors, along with a lower number of games released this fiscal year, mean its sales are expected to decline in the 12 months ending March 31, 2026.

This year, Ubisoft launched "Star Wars: Desperados", "Assassin's Creed: Shadows" and "Just Dance 2025".

By comparison, games released in the first 12 months include Assassin's Creed: Shadows, Avatar: Pandora's Frontier, The Crew, Just Dance 2024, Prince of Persia: The Lost Crown and Black Sails.

Ubisoft said that "players are playing fewer games" and was ridiculed by players: It's just that they no longer play the "correct" games.