For Honor: How Ubisoft created a new brand and genre

Shoot-em-ups are a popular genre in video games. But Ubisoft wanted to make a “chop-em-up” melee game, and it had to think hard about how to create a new brand and a new kind of game with its launch of For Honor.
The responsibility for this task fell to the only marketing guy on the initial For Honor team. Luc Duchaine was the brand director of For Honor, the sword fighting game that debuted earlier this year. He gave a post-mortem talk at the 2017 Montreal Internation