That includes a dedicated esports league for Siege, but it also means in-game purchases and branded apparel. That game has appeared on the The NPD Group’s top-seller list for retail games for the last couple of months (NPD is the market research firm that tracks sales of video games), and Ubisoft is doing a lot to keep that audience engaged in the SWAT-style online shooter. The publisher is also slowly building up a loyal following for its Rainbow Six: Siege team-based shooter.

But with the Uplay Store, the company can sell its games directly to consumers without Microsoft or Sony taking a cut. It also performs well on digital storefronts like the Xbox Store, PlayStation Store, and Valve’s PC-gaming portal Steam. The company is already one of the top publishers on the Xbox One and PlayStation 4 at physical retailers like GameStop and Walmart. Please try again later.For Ubisoft, this is an attempt to take further control over how it delivers its products to consumers.

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