Wed Mar 26 18:50:00 UTC 2025: ## Ubisoft Claps Back at Elon Musk and Anti-DEI Critics in Viral Twitter Feud
**San Francisco, CA** – Video game publisher Ubisoft has launched a highly publicized counteroffensive against online criticism of its game *Assassin’s Creed Shadows*, specifically targeting Elon Musk and prominent anti-diversity, equity, and inclusion (DEI) activist Mark “Grummz” Kern. The conflict ignited after Kern, known for his vocal opposition to perceived progressive messaging in games, criticized a sponsored stream of *Assassin’s Creed Shadows* by leftist streamer Hasan Piker.
Musk subsequently joined the fray, calling Piker a “fraud” and dismissing the game. Ubisoft’s official Assassin’s Creed Twitter account responded with a scathing tweet referencing Musk’s recent controversy involving allegations of using other players to boost his *Path of Exile 2* account, garnering millions of views and hundreds of thousands of likes. The tweet directly challenged Musk’s claims, effectively “ratioing” him in a viral moment.
The company’s social media team didn’t stop there, also targeting Kern by highlighting the years-long delay of his own purportedly unreleased game, contrasting it with the successful launch of *Assassin’s Creed Shadows*. The bold moves have been lauded across the gaming industry, with many praising Ubisoft for publicly combating online harassment and manufactured controversies.
This public pushback is seen by some as a significant moment, not only for Ubisoft but also for the gaming industry as a whole. The company’s actions have been interpreted as a show of support for its developers, who have previously faced harassment from anti-DEI groups. The incident raises questions about the power of social media counterattacks and the potential for companies to push back against powerful figures like Musk. While some speculate about Musk potentially retaliating, Ubisoft’s defiant stance is generating widespread support among gamers tired of online hate campaigns.
First Piper 