In March 2025, Tencent paid €1.16 billion, or approximately $1.25 billion USD, for a 25% share in a new Ubisoft subsidiary company worth €4 billion.
The company is centered around Ubisoft's most lucrative IPs: Assassin's Creed, Far Cry, and Tom Clancy's Rainbow Six Siege. Ubisoft retains all the shares, but Tencent's money and know-how suggest a big glow-up for these titles that haven’t been favored lately. For Rainbow Six Siege, a tactical shooter that's been firing on all cylinders since 2015, this might be a chance at true global stardom. Here's what's in the pipeline and where Tencent might take it.
Where Siege Stands Today
Rainbow Six Siege is undeniably a success unto itself, with more than 80 million players and a devoted team who live for its nail-biting, strategy-intensive matches.
Its esports scene, however, has yet to join the big leagues. The Six Invitational, Siege's premier tournament, topped out at more than 300,000 viewers in 2023, respectable but well below the million-plus plateaus that giants like League of Legends have hit.
The game's complexity, with destructible maps and a cast of distinctive operators, is a double-edged sword: wonderful to play but a little tricky for mainstream fans to follow, an issue Tencent's deep pockets could tackle. This lack of general mainstream popularity also affects the additional streams of income and promotion, esports betting being an example. While Siege is present, it is limited in relation to larger games on betting sites. Tencent's presence could provide a stimulus through better tournaments and more viewers, which would naturally lead to more bets. This same principle of large popularity = betting audience has worked in traditional team sports and bonuses like the ones offered through Fanatics Sportsbook promo in the form of additional credits, and bets can be a useful tool for expansion.
Overhauling Tournaments
While on the topic of tournaments, Siege possesses the raw energy but needs the polish.
Schedules are cluttered, and production doesn't always live up to the game's intensity. Tencent, an esports heavyweight with games like Arena of Valor, could tighten things up, sleeker formats, pro-grade broadcasts, and more regional qualifiers to draw in local fans, which Ubisoft didn’t.
In-game improvements, such as improved spectator tools and clear overlays to explain the mayhem, could also make matches less bewildering to beginners. A sleeker setup could make Siege a must-watch.
Even though Siege rules the European and North American markets, it's hardly made a dent in Asian markets, such as China, thanks to draconian restrictions and previous localization failures. Tencent's reputation, take PUBG Mobile as an example, might open that market with a localized variant, perhaps even watered down to prevent censorship issues.
Outside of China, Tencent's war chest might be invested in massive marketing campaigns or free-to-play trials to gain players worldwide. More players equal a more fertile talent pool for esports, upping the stakes.
Making the Game More Inclusive
Siege's learning curve is ruthless; more than 70 playable operators and intricate maps intimidate beginners but also give the game its charm. Tencent could nudge Ubisoft to introduce a lite mode or softer tutorials to make the hurdles fewer, without diluting what die-hards adore. Quicker matchmaking and phone additions, such as stat trackers or mini-games, can also keep individuals engaged.
In all this, the objective is obvious: transform Siege from a veteran's playground into a battlefield anyone can breach into. As 2025 gets underway, Rainbow Six Siege approaches its tenth birthday with a golden chance. But, Tencent's €1.16 billion is not a salary; it's a springboard, an opportunity. Tighter tournaments, an international push, and a more welcoming front door can raise it out of the esports underdog role and into the limelight.
Ubisoft's still at the wheel, but Tencent's wing provides Siege with the lift to fly, be it filling arenas or piling betting slips, it’s up to them to utilize it properly.