Ubisoft launches personal gaming assistant Sam

Ubisoft launches personal gaming assistant Sam

Ubisoft has launched a new personal gaming assistant for mobile called Sam that answers players' questions about the publisher's games.

Available through the free Ubisoft Club mobile app, the chat bot harnesses Google Cloud’s Dialogflow Enterprise Edition to create a ‘personalised’ customer service experience.

It does this by using a player’s profile information, game library, friends list, community and Ubisoft services to deliver tips and information to users.

Virtual assistant

This could include release dates, trailers, finding hidden Easter Eggs in games or finding more general information about one of the publisher’s titles.

Once asked via text or voice using Sam’s chat bot Q&A feature, Sam will then direct users to the appropriate page on the Ubisoft website or another external site. The personal assistant will also track a player during matches, analyse where they may be struggling and then send video tips from the community.

Sam is currently in open beta and only available in English language in Canada, though Ubisoft plans to extend this to other countries in the coming months.

“With Sam, our ambition is to create an innovative and helpful service for players, one that knows them and helps push them get more out of their gaming experience,” said Ubisoft online services VP Stephanie Perotti.

“Sam provides a more personalised experience for our fans and delivers them what they need faster, so they can spend less time searching and more time playing.

“Incorporating Google Cloud’s Dialogflow Enterprise Edition has helped us work dynamically and iterate faster so we can better service our fans.”

Senior Editor

Craig Chapple is Senior Editor of and He was previously Deputy Editor at Develop and Online Editor at Nintendo of Europe.


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