Ubisoft’s recent struggles with the Star Wars Outlaws franchise highlight a critical lesson in the gaming industry: brand reputation matters. The company’s CEO, Yves Guillemot, attributed the game’s disappointing sales to the franchise being in “choppy waters,” suggesting that the overall perception of Star Wars has significantly impacted consumer interest. This insight underscores the importance of timing and brand health in the launch of new titles, especially in a franchise as storied as Star Wars.