Struggling sales of James Cameronâ??s Avatar Game spark strategy shift

Ubisoft retreats from licensing splurge

Despite Avatar’s record-breaking performance at the box office, Ubisoft’s game of the film has failed to impress either critic or consumers – and now the French publisher is saying that it plans to rethink its licensing strategy.

“The goal is to reduce the investment in licenses, and put more emphasis on making our brands bigger and to release them more often, with very high quality,” Ubisoft CEO Yves Guillemot told investors.

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