Ubisoft’s recent struggles with the Star Wars Outlaws franchise highlight a significant issue in the gaming industry: the impact of brand reputation on game sales. Following the game’s underwhelming performance, CEO Yves Guillemot attributed the failure to the franchise being in “choppy waters,” suggesting that external factors beyond the game itself played a crucial role in its reception. This insight raises questions about how established franchises can navigate the turbulent waters of public perception and market expectations.