I think that's really the issue with Ubisoft, they just don't make "must play" games anymore. Seriously, what's the last universally liked Ubisoft game that everyone wanted to play? Far Cry 3. Close second is probably AC: Black flag but that was already suffering from AC fatigue and its critical acclaim has come retroactively. Those games are over a decade old. Ubisoft hasn't released anything in the last decade where the mainstream gaming goes "We must play that". Ubisoft simply doesn't make exciting games anymore. They make games that are for everyone which also means they're for no-one.