Theale, UK 15th May 2025 - Ubisoft and PLAION today announced the expansion of their physical games distribution agreement to include the Australia and New Zealand markets. This development builds on PLAION’s successful partnership with Ubisoft in the Nordic and Benelux territories and reinforces a shared commitment to strengthening retail presence across key international markets. Effective immediately, PLAION will oversee all physical games trade activities in Australia and New Zealand.
As part of the expanded agreement, PLAION will now lead trade marketing efforts for Ubisoft titles in Australia and New Zealand whilst Ubisoft will continue to manage all consumer-facing marketing activities, including public relations, social media, influencer partnerships, community engagement, and broader brand campaigns.
VP PLAION Partners, Craig McNicol, commented, “We’re proud to expand our collaboration with Ubisoft into Australia and New Zealand. This move is a reflection of the trust we've built through our team’s performance in Europe, and we look forward to delivering the same high level of service and execution in these new markets.”
“Plaion has been a valued partner in the Benelux and Nordic regions, consistently showcasing their dedication to excellence, robust retail partnerships, and deep market knowledge. We are confident that their strong local team and well-established retail partnerships will be instrumental in driving our mutual success in the Australian and New Zealand market. We look forward to building on this solid foundation and achieving new milestones together." Said Darren Bowen, Ubisoft’s Senior Director of Global Physical Sales.
PLAION has delivered strong results on recent Ubisoft releases, including the highly anticipated Assassin’s Creed Shadows, showcasing its ability to successfully launch and sustain major titles at retail. Through strategic execution, close retailer partnerships, and in-depth market knowledge at a territory level, PLAION has consistently driven strong physical sales performance and visibility across stores in the Nordic and Benelux regions.
This expansion further strengthens PLAION’s global footprint in the physical games market and is the latest milestone to reinforce PLAION’s growing presence in the global physical games landscape.
Founded nearly three decades ago, PLAION has firmly established itself within the entertainment arena. With a diverse range of services and solutions, PLAION stands as the premier publishing partner for console and PC games across both physical and digital channels. Moreover, its strong foothold in the Virtual Reality (VR) domain highlights the company's commitment to varied gaming experiences.
PLAION is an Embracer Group company.
About Ubisoft
About Ubisoft Ubisoft is a creator of worlds, committed to enriching players’ lives with original and memorable entertainment experiences. Ubisoft’s global teams create and develop a deep and diverse portfolio of games, featuring brands such as Assassin’s Creed®, Brawlhalla®, For Honor®, Far Cry®, Tom Clancy’s Ghost Recon®, Just Dance®, Rabbids®, Tom Clancy’s Rainbow Six®, The Crew® and Tom Clancy’s The Division®. Through Ubisoft Connect, players can enjoy an ecosystem of services to enhance their gaming experience, get rewards and connect with friends across platforms. With Ubisoft+, the subscription service, they can access a growing catalog of more than 100 Ubisoft games and DLC. For the 2023–24 fiscal year, Ubisoft generated net bookings of €2.32 billion. To learn more, please visit: www.Ubisoftgroup.com. © 2025 Ubisoft Entertainment. All Rights Reserved. Ubisoft and the Ubisoft logo are registered trademarks in the US and/or other countries.