"Sorry" doesn't seem to be the hardest word for video game developer and publisher company Ubisoft, as evidenced by the way it addressed recent claims of "deceptive marketing" tactics.
The Might & Magic Heroes VII collector's edition promised the game in a physical disc copy. This was the case during the Twitch unboxing as well as in the Ubisoft Store's "Physical content" list of the much-coveted $99 premium bundle of the game.
To the dismay gamers all over North America, they found an empty spot where the disc supposedly belonged, and instead, received a download code.
A complaint detailed how the advertising strategy, at one point, seems to have been changed by the company. The initial ad for a DVD game box now includes the text "PC Download" emblazoned along the top. Turns out that physical disc copies Might & Magic Heroes VII were released, but only sent to customers in Europe.
Ubisoft initially denied refund requests to customers who complained about the misadvertisement, according to another complaint thread. The company's PR, however, turned around recently and issued a semi-happy ending (sans the grievances incurred) statement.
"Ubisoft regrets any confusion created by the marketing materials from our Might and Magic Heroes VII Collector's Edition," the company stated. "Ubisoft apologizes for any frustration and disappointment resulting from these items being in digital format vs. physical format."
Ubisoft will now offer complete refunds and has created a compensation plan that involves one complimentary digital PC game for customers in North America who have already bought the collector's edition. They are entitled to receive a game of their choice from the following selections: Assassin's Creed Rogue, Far Cry 4, The Crew, Zombie and Toy Soldiers: War Chest Hall of Fame Edition.
Ubisoft may have found a middle ground for itself with this resolution, but then again, it takes 20 years to build a reputation and five minutes to ruin it. In the company's case, it took a misleading advertisement, plus the fact that a product was provided to one territory and not the other, to earn the aggravation of Might and Magic gamers and worst of all, collectors.
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