Sam is a virtual gaming assistant in development at Ubisoft

By Stephany Nunneley
24 January 2018 17:42 GMT

“Hi Sam. Find games based on virtual assistants taking over the world.”

Today, Ubisoft announced Sam, a “personal gaming assistant” which the company said was designed to “enhance players’ gaming experience.”

Part of the latest innovations to Ubisoft Club, the virtual assistant Sam will “leverage” payers’ profile information, game library, friends list, community and Ubisoft services. This will allow the assistant to provide the user with tailored tips and information, according to Ubisoft.

Here’s a full description of what Sam can do:

“Sam is part of Ubisoft’s efforts to continue innovating the Ubisoft Club and delivering new benefits to members. When gamers want to know about a release date, watch a trailer, discover Easter Eggs in a game or chat with Sam about the best Assassin in the series, Sam will direct them to the appropriate page on the Ubisoft website or elsewhere on the web.

“By chatting through voice or text input, players can ask Sam anything about Ubisoft games and services through Sam’s chatbot Q&A feature. Sam is directly linked to a player’s Ubisoft account, which allows it to analyse their latest matches and provide tailored hints and tips through the Daily Login feature, which is introduced with Tom Clancy’s Rainbow Six Siege.

“Sam will analyze why a player is struggling during matches and will proactively send a video tip from the community. As Sam is in beta, additional features are planned in the coming months to enrich the service offered to the Ubisoft players.”

Watch on YouTube

The virtual assistant users Google Cloud’s Dialogflow Enterprise Edition, which allows Sam’s development team to “interpret and answer questions from users,” as well as highlight frequently asked questions for “faster addition to the database.”


Sam is in open beta, and Ubisoft Club users can access the beta through the mobile app. At present, though, Sam is only available in English and ONLY in Canada.

Ubisoft plans to extend the open beta to more markets in the coming months.

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