Ubisoft’s SMM specialist, who runs the Assassin’s Creed Shadows account on X (Twitter), responded sarcastically to Elon Musk’s critical comment and garnered almost 20 times more likes than the owner of the social network. He ridiculed Musk’s attempts to appear like a cool gamer.
Ubisoft’s SMM specialist, who runs the Assassin’s Creed Shadows account on X (Twitter), responded sarcastically to Elon Musk’s critical comment and garnered almost 20 times more likes than the owner of the social network. He ridiculed Musk’s attempts to appear like a cool gamer.
For the past two years, Assassin’s Creed Shadows has been receiving a lot of criticism, in particular because one of the two protagonists of the game, set in medieval Japan, is a black samurai. This decision of the developers did not like Elon Musk, who previously wrote that «DEI is killing art.» DEI stands for «diversity, equity and inclusion» and refers to policies that organizations can use to promote equality.
Assassin’s Creed Shadows finally hit the shelves on March 20th to mostly positive reviews from critics and players, and Ubisoft’s marketing department seems to have decided it had had enough of the bullying.
It all started with this tweet from infamous gaming industry figure Mark «Grummz» Kern. «You can tell a lot about Ubisoft by how much money they throw at terrorist streamers», — he wrote on X (Twitter).
The «terrorist» streamer he’s referring to is Hassan Paiker, who recently played Assassin’s Creed Shadows during a sponsored stream on Twitch. The «terrorist» comment is likely related to Paiker’s stance on the Gaza war, as he criticizes the Israeli government, GAMINGbible reports.
Elon Musk also decided to add his «5 cents» on this matter.
«Hasan is a fraud… A 'sellout' to be more precise. Objectively, he’s promoting a terrible game just for the money,» Musk commented on Grummz’s tweet.
«Did the guy who plays Path of Exile 2 on your account tell you that?» Assassin’s Creed said in response to Musk’s comment, causing a stir.
Is that what the guy playing your Path of Exile 2 account told you?
— Assassin’s Creed (@assassinscreed) March 25, 2025
Elon Musk paid over $40 billion to own X (Twitter) and has previously complained that he is constantly insulted on the platform. Now, a tweet from a Ubisoft PR executive can be added to that list, which has now garnered 20 times more likes than Musk’s comment — over 500,000 to 25,000.
The SMM specialist’s comment refers to a situation earlier this year when Elon Musk decided to brag about his Path of Exile 2 and Diablo 4 accounts. He even boasted that he was among the top 20 Diablo 4 players in the world.
But casual gamers doubted that Musk had actually played hundreds of hours of them, as he seemed confused about basic game mechanics on stream. The billionaire later admitted that he had given other people access to his Path of Exile 2 account so they could level it up.
Following Ubisoft’s response, Grummz rushed to defend his idol Elon Musk and published a screenshot of an article criticizing Assassin’s Creed Shadows sales figures.
The Ubisoft SMM specialist was once again succinct and ruthless. «Our game is out,» he replied to Kern. His tweet currently has a 214,000-to-9,000 likes advantage over Grummz’s post.
Mark Kern, who was fired from Blizzard in 2005 and is an outspoken opponent of DEI and woke content in games, previously founded a studio called Red 5 Studios. It released one game, Firefall, which flopped miserably and closed down after three years.
In 2016, he started crowdfunding a new game, a spiritual successor to Firefall, called Em-8er. However, almost 10 years after development began, it still hasn’t been released.
Many players supported Ubisoft’s SMM specialist, some of them reported that they changed their minds about waiting for discounts on Assassin’s Creed Shadows and have already purchased the game at full price. «Definitely the best kill in the Assassins Creed series», — wrote one user X (Twitter).
Meanwhile, streamer Hassan, whom Elon Musk called corrupt, challenged the billionaire to a duel in the game Elden Ring.
«This bi*ch literally paid someone to level up her character in Poe2. Why am I a cheater? Elon, I challenge you to a duel in Elden Ring. I will fry your fat ass», — the streamer wrote.
He later added that, in his opinion, Musk is a coward who will not accept this challenge, since he has already refused a duel with Mark Zuckerberg and did not come to the show with TV host Jon Stewart, although he himself initiated this visit.
