Ubisoft’s recent struggles with the Star Wars Outlaws franchise highlight a significant challenge in the gaming industry: the impact of brand reputation on game sales. CEO Yves Guillemot’s comments about the game not meeting sales targets due to the franchise being in “choppy waters” reveal the precarious position of beloved franchises in today’s market. This situation is further complicated by the cancellation of a sequel, which was reportedly in its early stages of development, indicating a lack of confidence in the brand’s future.