Sam is Ubisoft's new personal chat bot for gamers.
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Ubisoft goes worldwide with Sam the chatbot to answer your game queries

Ubisoft said it has gone worldwide with the launch of a chat bot named Sam — a personal gaming assistant — to keep you engaged with games connected to your Ubisoft Club account. The French video game publisher had previously been testing it just in Canada.

It’s one more sign that voice and text user interfaces could be the way that game companies serve us in the future. Sam works with voice commands or text chat messages on your phone, and it provides answers to your everyday gaming questions. In response to your queries, the iOS and Google Play app can tell you about the definition of insanity in Far Cry 3 and tell you if you can pet cats in Assassin’s Creed: Origins.

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Written by

Dean Takahashi

Dean Takahashi is editorial director for GamesBeat. He has been a tech journalist since 1988, and he has covered games as a beat since 1996. He was lead writer for GamesBeat at VentureBeat from 2008 to April 2025. Prior to that, he wrote for the San Jose Mercury News, the Red Herring, the Wall Street Journal, the Los Angeles Times, and the Dallas Times-Herald. He is the author of two books, "Opening the Xbox" and "The Xbox 360 Uncloaked." He organizes the annual GamesBeat Next, GamesBeat Summit and GamesBeat Insider Series: Hollywood and Games conferences and is a frequent speaker at gaming and tech events. He lives in the San Francisco Bay Area.