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Ubisoft has joined the recent mass advertising exodus on X (formerly Twitter). This move comes a week after Apple, Disney, and IBM also chose to pause advertising in the wake of Musk endorsing an extremely antisemitic tweet that accused members of the Jewish community of “hatred against whites that they claim to want people to stop using against them.” Musk referred to the tweet as “the actual truth.”
In a statement made to Axios, an Ubisoft spokesperson confirmed that the company did have an active ad campaign running on the site, but that it has since been withdrawn. “We have paused advertising on X,” the spokesperson said.
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X has undergone a massive transformation since its purchase by Elon Musk in October 2022. But not everyone is pleased with those changes, including companies that have long used Twitter for advertising purposes. As of June 2023, Twitter’s ad revenue was down by nearly 60% as companies pulled their ads from the site. Since Musk’s takeover, Twitter users have noticed an increase in inflammatory, racist, homophobic, sexist, and antisemitic content.
The site’s struggles in the realm of gaming go beyond advertising, however. Over the course of the last year, both Microsoft and Sony have removed the ability for players to share screenshots and gameplay footage directly to X from their PlayStation and Xbox consoles. It’s unclear if Microsoft and Sony made these decisions as a result of Twitter’s substantial API fee increase or other reasons, though Musk says he’s looking into the removal of the features.
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