I still remember when Ubisoft proudly announced that Star Wars Outlaws had the biggest marketing budget in the company’s history. Fast forward to 2026, and that headline feels like a distant echo. Despite the hype, the game’s initial sales proved “softer than expected” – a polite way of saying it underperformed. As a long-time observer of the games industry, I can’t help but ask: was it the marketing budget that failed, or is there something deeper at play with licensed games today?
Let’s look at the facts. Ubisoft’s latest financial report confirmed that Star Wars Outlaws sales fell short of projections. The game earned a respectable Metacritic score of 76 and user ratings of 3.9/5 across first-party and Epic stores – numbers that reflect an immersive and authentic Star Wars universe. Yet critical acclaim and a beloved license weren’t enough. The softer sales impact, combined with the delay of Assassin’s Creed Shadows, forced Ubisoft to revise its net bookings forecast for fiscal year 2024-2025. The company now expects second-quarter net bookings to land between €350 million ($389M) and €370 million ($411M). That’s a significant adjustment, and it raises a question: are players finally tired of licensed games that play it safe?
I recall my own review of Star Wars Outlaws back in 2024. I wrote that while the game “ticks off many boxes on what a good Star Wars game should be, it also doesn’t try and innovate beyond those check boxes.” What you play in Outlaws is probably something you’ve experienced in another game – though a tad better and executed earlier. That’s not a damning verdict, but it’s not a ringing endorsement either. In a market flooded with open-world action games, brand alone no longer moves units. Gone are the days when a Star Wars logo guaranteed a blockbuster launch.
So, what is Ubisoft doing about it? The development team at Massive Entertainment is “mobilized” to deliver updates that polish and improve the player experience. The goal is to engage holiday consumers and position Star Wars Outlaws as a “strong longer-term performer.” I’ve seen this playbook before – Ubisoft pulled it off with For Honor and The Division 2, both of which had rocky launches but found their footing after several updates. Can Outlaws follow the same path? I’m cautiously optimistic.
Let’s break down the key numbers and timeline in a quick table:
| Metric | Value |
|---|---|
| Metacritic score | 76 |
| User score (first-party & Epic) | 3.9/5 |
| Revised Q2 FY2024-2025 net bookings | €350M–€370M ($389M–$411M) |
| Steam release date | November 21, 2024 |
| Current status (2026) | Ongoing updates, long-term strategy |
One of the most interesting moves was bringing Star Wars Outlaws to Steam on November 21, 2024. That should have added to the game’s sales reach, and by 2026 we can see whether it did. But here’s a thought: if the game had launched on Steam from day one, would the initial sales have been less “soft”? It’s a question Ubisoft might be asking itself now.
What strikes me most is how this situation reflects a broader shift. Players in 2026 are more discerning. They want innovation, not just a familiar universe. The marketing budget – however massive – can’t compensate for a game that feels like a retread. Ubisoft’s development teams have already pushed out a patch centered on gameplay bug fixes, and I’m hoping more substantial updates are on the way. So far, Ubisoft hasn’t mentioned changes to the game’s roadmap, which is good news for existing players who want to see their investment grow.
But let’s not kid ourselves. The road ahead for Star Wars Outlaws is uphill. Ubisoft can take comfort in its past comebacks, but each game is different. Will the holiday season and the Steam release be enough to turn the tide? Or is this a sign that even the biggest marketing budgets can’t save a game that doesn’t push boundaries? I’ll be watching closely – and I suspect many of you will be too. After all, in an industry that never stops evolving, the only thing worse than a soft launch is refusing to learn from it.
As of 2026, Ubisoft’s strategy seems clear: keep polishing, keep engaging, and hope that Star Wars Outlaws becomes the long-term performer they believe it can be. But the real test will be whether players – myself included – find a reason to return. For now, I’m keeping my expectations measured. The Force may be strong with this one, but the sales charts tell a different story.