Digital Rights Management is "too draconian" and "pirates now have a better experience than legitimate consumers" as a result.
Those are the words of top analyst Nicholas Lovell, founder of Gamesbrief.com, who told PC Zone, "It seems crazy to me that Ubisoft didn't emulate Steam, which by some estimates has more than half the market, and instead went for their own, draconian system."
"There is no doubt in my mind that pirates now have a better experience than legitimate consumers," he continued.
"Publishers spend a ton of money on promoting its games. So there are ways to see piracy as the start of a relationship with a future consumer, not theft."
When asked about alternatives, Lovell said, "Give the whole game away entirely for free, make it small and charge for DLC."
"Slash the marketing budget and rely on pirated copies to spread the word about how good your game is, then charge for additional elements."
The DRM issue has split the gaming industry, with Namco Bandai recently vouching for Ubisoft saying that its approach to DRM is the best solution at this moment in time.