Assassin’s Creed: From Leap of Faith to Brand Value

Dinko Jukić

ABSTRACT:
This study researches the concept of branding in Assassin’s Creed games and monetisation models. By analysing the profitability matrix, the Assassin’s Creed franchise consistently achieves financial results. The synergy between brand image, monetisation, and profitability has reinforced the digital game’s position in the gaming industry, ensuring its enduring success. Both qualitative and quantitative methods were used. The paper uses Kapferer’s brand identity model and Keller’s CBBE model as central analytic tools for an in-depth understanding. The analysis shows a correlation between game reviews and revenues but suggests further analysis to identify other factors influencing revenues, such as DLCs and brand image. Regression analysis results indicate a moderate positive correlation (Multiple R = 0.477) between the median reviews and revenues, while ANOVA suggests no statistically significant relationship (p > 0.05). A strong positive correlation (r = 0.809) was found between the number of game versions, including DLCs, and total revenues. Mathematical models quantify the percentage price increase, added value, brand loyalty index, total revenues, and the probability of choosing a particular game version. A conceptual framework of the utility function is proposed. The paper presents the brand relationship, particularly from the aspect of brand identity and brand image.

KEY WORDS:
Assassin’s Creed, brand image, digital game, monetisation, profitability matrix, revenue.

DOI:
10.34135/actaludologica.2025-8-2.76-95

HOW TO CITE:

Jukić, D. (2025). Assassin’s Creed: From leap of faith to brand value. Acta Ludologica, 8(2), 76–95. http://doi.org/10.34135/actaludologica.2025-8-2.76-95

View full article