Ubisoft says the launch of its new UPlay service represents a significant shift in the way the publisher brings its content to consumers.

Announced at E3, UPlay is a new in-game service that will appear across several of Ubisoft’s key future titles, providing content and community aspects to gamers online.

“As a leading company in the industry, Ubisoft’s strategy is based on anticipating the evolution of technologies that enable gamers to be increasingly connected,” said Ubisoft’s digital marketing group manager Stéphane Catherine.

“UPlay is our answer to this evolution: by reinforcing the gaming experience of our players, we shift from being a company that offers products to becoming a company that provides services.”

The service has been likened to first-party online community systems, such as Xbox Live and PSN, but Ubisoft is keen to point out that UPlay will not compete directly with these services.

“UPlay does not aim at competing against existing systems such as Xbox Live,” added Catherine.

“The goal is to offer additional services. Some of the UPlay functions can even operate by using information provided by using services such as Xbox Live.”

The UPlay system will consists of four services: UWin, UHelp, UShare and UPlay Shop. UWin rewards consumers with additional content and other incentives for playing Ubisoft games, while UHelp is an in-game help system.

UShare is a community hub, focused on creating content and interactions with other users. Finally, UShop will enable consumers to browse and purchase downloadable content and items for sale.

The first phase of the programme will be rolled out on select titles this autumn. Assassin’s Creed II, Avatar, and Splinter Cell: Conviction will also feature UPlay functionality when they arrive on shelves.