Ubisoft's PC support has been very bad for a long while (remember, their Chief Executive said 95% of PC players were pirates). I'm not surprised they might be following in EA's footsteps and forcing people onto their little bit of software and off Steam. Nonetheless, it is irritating for the consumer who wants to have all their games in one place. Steam's authority must be challenged of course, but only through games sales, and Green Man Gaming and Humble Bundle do this very well. Uplay and Origin will always be surplus to requirements.
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