marketing challenges

Mark Rubin, the executive producer of Ubisoft's XDefiant, has left the company, and the game is set to be discontinued. Rubin cited inadequate marketing and technical issues with the Snowdrop engine as challenges for the project. The entire team behind XDefiant was let go at the end of the previous year, with many members seeking new opportunities. Rubin is stepping away from the gaming industry to spend time with his family. In December 2024, Ubisoft announced the closure of XDefiant, leading to the layoff of approximately 300 employees.