The Fall of Ubisoft: A Resource‑Based View Case Study of Lost Competitive Advantage in the Video Game Industry with Emphasis on IP Value

This thesis analyses the causes and mechanisms behind the loss of competitive advantage of the game publisher Ubisoft in the period 2014–2025. The main objective is, from the perspective of the Resource‑Based View (RBV) and using a comparative cross‑case design Most Similar Systems Design (MSSD), to identify plausible causes that led to the erosion of strategic resources and the loss of competitive advantage. The identified resources and mechanisms are compared with the comparable competitor Take‑Two Interactive in order to highlight differences between the companies. The results indicate that the primary reasons for the loss of competitive advantage were managerial and organizational failures (chaotic development management and pressure to create new live‑service IP), the departure of key executives, and aggressive monetization practices that damaged the company’s reputation and player loyalty. The sequence of these events culminated in a corporate restructuring.