Ubisoft Joins the Advertisers’ Exodus from X

X, formerly Twitter, continues to lose advertisers after Elon Musk agreed to an antisemitic conspiracy theory. After several big companies have chosen to conclude their businesses with the platform, video game company Ubisoft decided to follow suit.

Ubisoft Leaves X

X is at a bad place now more than ever as more advertisers decide to take their business elsewhere with advertising. Following several giants like Apple, IBM, Warner Bros. Discovery, and more, Ubisoft has also pulled its ad campaign from the social media site.

With Ubisoft's exit, it is the first video game studio to do so. While it has been clear that the other companies left the microblogging site due to Musk's antisemitic views, the Assassin's Creed developer has yet to announce why it left X.

Even as the company cut its ties advertising-wise, its primary X account is still very much active. As of writing, Ubisoft posted about its game, Avatar Frontiers on the platform just under 12 hours ago, also announcing 20 years of Trackmania the day prior.

Even as they pull their ads, Engadget reports that the Assassin's Creed Nexus VR ad campaign was still very much active. However, this doesn't mean that Ubisoft will still conduct business with the social media site from then on.

As more companies leave X, company CEO Linda Yaccarino is sticking to her statement about reports being misleading and manipulated, particularly that of Media Matters. The company has already filed a complaint against the media watchdog.

In the filing, it was that Media Matters is "knowingly and maliciously" manufacturing side-by-side images depicting advertisers' posts on X beside "Neo-Nazi and white national fringe content." Unfortunately, these accusatory statements did nothing to fix the issue.

Companies like Lionsgate, who are among those who left the microblogging site's advertising, have been very vocal about their disagreement with Musk's statement. Lionsgate even explicitly said that the X owner's agreement with the antisemitic tweet was the cause of their departure.

In Case You Missed It

The entire issue stems from Elon Musk's reply to a controversial post. The main post was published by Charles Weber, a Jewish conservative speaking out against internet "cowards" who are posting that the German Nazi leader was right.

An X user then replied to the post expressing that Jewish communities have been pushing the exact kind of "dialectical hatred against whites" that they claim people want to use against them. To that, Elon Musk replied, "You have said the actual truth."

That was the response that has launched another controversy around the tech billionaire, and what caused his social media platform to lose more business. The thing is, his actions have led to this kind of exodus before.

Back in November 2022, giants like General Motors and Pfizer also decided that X was no longer the best fit for their businesses' advertisements, mostly out of fear of having their ads appear next to insensitive content, which was blamed on Musk's "free speech" plans for the site.