Movies

Ubisoft Skips PRIDE Month Again Focuses on Men’s Mental Health Instead

BBG News

This month, Ubisoft has chosen to focus on Men’s Mental Health Awareness instead of PRIDE Month, as seen on their main social media platforms up until June 2nd.

On a Saturday, the official social media account dedicated to Rainbow Six Siege, one of Ubisoft’s major ongoing games, shared the following message.

It’s okay to take off the mask.

Strength and vulnerability are not mutually exclusive.

This June, let’s focus on Men’s Mental Health Awareness. Let’s inspire each other to check in with our friends, asking about their well-being. Why not share a fun activity or game? Remember, it’s important to support and care for each other during this time.

You…

— Rainbow Six Siege (@Rainbow6Game) June 1, 2025

This post suggests it’s alright to remove your mask. It emphasizes that being strong and vulnerable aren’t opposites. It’s June, recognized as Men’s Mental Health Awareness Month. We encourage you to connect with your friends, inquire about their well-being, engage in a shared activity, and support each other. Remember, you are important 💙

The post, devoid of any PRIDE-themed hashtags, visuals, or content, represents an unexpected change in its overall vibe or style.

Historically, Ubisoft and several of its affiliated companies, particularly those focusing on live-service games such as Rainbow Six, have been conspicuous in their support for PRIDE Month by integrating special branding, themed accessories, social media graphics, and public statements during the month of June.

Example: In 2023, Ubisoft introduced their “United for Pride” campaign, focusing on unity and acceptance. Led by the UbiProud team, this initiative featured internal gatherings, learning materials, and outreach programs aimed at fostering a sense of community involvement.

As a passionate movie-goer, I appreciate it when game developers like Ubisoft embrace diversity and inclusion. One way they’ve done this is by introducing characters who represent the PRIDE community. A standout example for me is Osa, the first male character in Rainbow Six Siege who identifies as female.

In the initial two days of June 2025, Ubisoft’s primary social media platforms haven’t made any mention of PRIDE Month, which is unusual as many gaming companies typically announce their PRIDE-themed campaigns during this time. This silence follows a pattern: other major publishers have been less vocal than in previous years, with fewer immediate company-wide PRIDE initiatives launched compared to 2023 and 2024.

Although it’s still uncertain if this shift in Ubisoft’s approach to gaming will become industry-wide, their initial communications clearly emphasize mental health issues, particularly for males – an area that is typically overlooked in corporate communications during June.

Ubisoft hasn’t provided a public explanation for the change or confirmed if there will be more PRIDE-related announcements in the future. Yet, their decision to kick off June with a focus on men’s mental health, without any other related initiatives so far, has sparked curiosity among fans and critics alike.

Ubisoft’s recent actions are happening at a time when the company is still working to bounce back from a challenging year, marked by internal reorganization, significant job cuts, studio shutdowns, and a close examination of its diversity, equity, and inclusion efforts. It remains uncertain if these wider corporate circumstances had any impact on this month’s communication strategy.

As we move through this month, I can’t help but wonder if other studios will join the trend or revert back to the traditional PRIDE-centric marketing strategies they’ve been known for during June. Only time will tell!

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2025-06-02 17:57

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