Ubisoft forced Assassin's Creed 3 to be delayed to curb scalping at GameStop.

The debate about video game length is nothing new. For many players, a long campaign means more value for their money. However, what isn't always discussed is that sometimes the decision to lengthen a title responds more to commercial interests than to the developers' creativity.

This was recently revealed by Assassin's Creed 3 director Alex Hutchinson in an interview with Gamesradar. According to the creative director, Ubisoft pressured the team to "add more hours of gameplay" and artificially inflate the experience, with a very specific goal: to delay resale at stores like GameStop .

Hutchinson explained that, in those years, second-hand goods were a problem for publishers. While studios and companies barely saw any revenue from each resold copy, stores like GameStop were the main beneficiaries. The trick was simple: if a player took longer to finish the game, they were less likely to sell it quickly , which kept the disc on the user's shelf longer.

To achieve this "extended length," Ubisoft focused on RPG elements : leveling up, acquiring better equipment, stats, and loot. Hutchinson admitted that this change was the most cost-effective way to add hours without having to produce as much narrative or cinematic content.

Although he left the company in 2017, he admits that he was surprised by how the series took a complete turn towards the RPG genre with titles like Assassin's Creed Origins, Odyssey and Valhalla .

"I think it's the only franchise that changed genres and retained its audience. It was risky, but it seems to have worked," he noted.

The director also questioned whether players really want so many hours of content.

“If you've played 200 hours of Assassin's Creed, do you really want to repeat the same thing a year later?” Hutchinson asked.

Their concern was clear: player fatigue. However, Ubisoft managed to retain its base thanks to changes in setting, protagonists, and mechanics , which gave a sense of freshness in each installment.

Although recent titles like Assassin's Creed Shadows surpassed 5 million players , many fans continue to ask for more linear, stealth-focused adventures with less filler. Such was the case with Assassin's Creed Mirage , which, despite criticism for its weak story and limited combat, won over the nostalgic community with its classic setting.

The debate continues: do players prefer a 200-hour Assassin's Creed with RPG mechanics, or a more concise experience focused on stealth and narrative?