While some publishers have signed on with Geoff Keighley’s Summer Game Fest, Ubisoft does not seem inclined to follow the crowd. They’ve announced their own “E3-style” showcase called Ubisoft Forward and have announced it will take place on July 12.

The announcement itself is relatively brief, promising “exclusive game news, exciting reveals, and much more.” Given the current furor over the seeming lack of actual gameplay footage from Assassin’s Creed Valhalla in the recent “Inside Xbox” presentation, Ubisoft will likely need to be coming up with something awe-inspiring indeed.

Ubisoft had announced back on March 11 that it was “exploring other options for a digital experience that will allow us to share all the exciting news we have planned.”

Unusually, Ubisoft Forward is happening further out from the traditional E3 window. EA and Microsoft have both announced events are happening in June, with EA slated to have an “EA Play Live” show on June 11. Square Enix, 2K Games, and others have teamed up with IGN for their Summer of Gaming event. A few, like Bethesda and Nintendo, have made no official announcements at all about their plans for the summer.

For a publisher to go completely solo in the current atmosphere is certainly a cause for comment. The announcement itself suggests that this has been their plan since March, though Ubisoft’s management likely realizes they need to win back some goodwill after the “Inside Xbox” presentation.

There is currently no mention of how Ubisoft Forward will be displayed. No URL is presently available, and there is no mention or indicator of any video or streaming platform it might be appearing on. For now, anybody looking for updates will need to keep an eye on Ubisoft’s web site.  We’ll update as more information becomes available.

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