Ubisoft Acknowledges That June is Men’s Mental Health Awareness Month, No Mention of PRIDE So Far

In a notable departure from the past few years, Ubisoft has kicked off the month of June by spotlighting Men’s Mental Health Awareness Month—with no public mention of PRIDE Month across its major brand accounts, at least as of June 2nd.

On Saturday, the official X account for Rainbow Six Siege, one of Ubisoft’s flagship live-service titles, posted the following.

It’s okay to take off the mask.

Strength and vulnerability are not mutually exclusive.

June is Men’s Mental Health Awareness Month. We’d like to encourage you to reach out to your friends; ask them how they’re doing. Pick up a game together. Look out for one another.

You… pic.twitter.com/2l1c9filuC

— Rainbow Six Siege (@Rainbow6Game) June 1, 2025

READ: 

“It’s okay to take off the mask,” the post read. “Strength and vulnerability are not mutually exclusive. June is Men’s Mental Health Awareness Month. We’d like to encourage you to reach out to your friends; ask them how they’re doing. Pick up a game together. Look out for one another. You matter 💙”

The post, which includes no PRIDE-related hashtags, imagery, or messaging, marks a surprising shift in tone.

In years past, Ubisoft and many of its subsidiaries, especially live-service titles like Rainbow Six, have prominently featured PRIDE Month branding, themed cosmetics, social media banners, and developer statements throughout June.

Ubisoft Together in PRIDE banner from 2023 – Ubisoft News

For instance, in 2023, Ubisoft launched the “Together in Pride” campaign, emphasizing solidarity and inclusion. This initiative was spearheaded by UbiProud, and included internal events, educational resources, and community engagement activities. 

Additionally, Ubisoft has incorporated PRIDE representation within its games. A notable example is the introduction of Osa, the first biological male identifying as a female in Rainbow Six Siege.

A screenshot of Osa’s biography from Rainbow Six Siege – Rainbow Six Siege, Ubisoft

Equally striking, Ubisoft’s main corporate social channels have not acknowledged PRIDE Month at all in the first two days of June 2025, a time when many gaming companies have traditionally launched their PRIDE-related campaigns. This apparent silence comes amid a broader trend: several major publishers have also been quieter than usual, with early June seeing fewer immediate brand-wide rollouts compared to 2023 and 2024.

While it’s too early to determine if this is a full-scale pivot across the gaming industry, the early messaging from Ubisoft is undeniably focused on mental health, specifically for men—a topic that has often been overshadowed during the month of June in corporate messaging cycles.

Key art for Halo Infinite (2021), 343 Industries

Ubisoft has not issued a public statement explaining the change, nor has it ruled out future PRIDE-themed announcements. However, the decision to open June with a men’s mental health message—absent any other initiatives—has already caught the attention of fans and commentators alike.

Ubisoft’s move also comes as the company continues to recover from a difficult year, including reports of internal restructuring, massive employee layoffs, studio closures, and critical scrutiny of its DEI initiatives. It is unclear whether these broader company dynamics played a role in shaping the month’s messaging strategy.

A screenshot from Tom Clancy’s Rainbow Six Siege (2015), Ubisoft

As the month unfolds, all eyes will be on whether other studios follow suit—or return to the more familiar PRIDE-themed campaigns that have characterized corporate social media in recent Junes.

Do you think Ubisoft will ultimately roll out PRIDE messaging this month? Sound off in the comments and let us know!

UP NEXT: Five Nights at Freddy’s Confirmed for Halloween Horror Nights 2025, Details Remain Cryptic