MONTREAL – Anyone who has played the Assassin’s Creed video game knows how stunning scenery and immersive graphics can make you feel like you’re walking through Renaissance Italy or ancient Egypt.
Now, the game’s creator, Montreal-based Ubisoft, is taking their game to another level with a new partnership between Tourism Ireland and popular game influencers to promote travel to Europe.
Tourism Ireland asked Ubisoft to promote real-life places like Dublin, Benbulben, Hill of Tara and Giant’s Causeway, a UNESCO World Heritage Site, featured in Ubisoft’s Wrath of the Druids, the first expansion for Assassin’s Creed. Valhalla. The game expansion was released in May.
In-game influencers promote the game and the real-life locations represented therein while also broadcasting their gameplay on the live streaming service, Twitch, to their hundreds of thousands of subscribers online.
Ubisoft calls it “virtual tourism” and has teamed up with popular influencers abroad to launch the project, including actress and TV presenter Kaya Yanar and French YouTuber Nota Bene.
“During the video game’s development phase, Ubisoft works with historians and internal and external experts to interpret real life, including buildings and monuments in this particular time period,” wrote Amy Jenkins, Director of Alliances strategy, in an email to CTV News about the new initiative.
“While, of course, the settings are revisited for the purposes of the game, there are many game environments that can still be visited in real life.”
The game expansion follows Eivor, a Viking chieftain, through 9th-century Ireland on his journey to gain power with the Gaelic kings.
One of the landmarks featured in the game is the Fortress of Cashelore, a national monument located in County Sligo, Ireland. (Photo courtesy of Ubisoft)
This partnership is a first for Tourism Ireland, which plans to work with influencers in other markets, including Great Britain, Germany, France, Spain and the Nordic countries.
“Ubisoft has done an incredible job bringing aspects of Celtic Ireland to life in incredible detail,” said Mark Henry, director of central marketing for Tourism Ireland, in a statement.
“Tourism Ireland’s campaign is a fun and innovative way to get the attention of a new audience of gamers on the island of Ireland. We want to pique players’ curiosity about the locations presented and encourage them to come and explore them in the real world.
Assassin’s Creed has been one of Ubisoft’s most successful games, selling over 155 million copies worldwide.