"Just Dance Is a Significant Part of Ubisoft's Identity"

In 2009, Ubisoft released the first Just Dance game exclusively for Nintendo Wii. It was the French publisher's kick-off for a long-running and successful franchise that appeals to many players beyond core gamers. Initially available only on Wii, the third instalment, Just Dance 3, made the leap to other platforms with versions for Xbox 360 with Kinect and PlayStation 3 with PlayStation Move. Just Dance 2014, released in 2013, was the first instalment to feature a year in the title, and since then publisher Ubisoft has released a new game in the franchise every year. Several kids' titles and spin-offs have been released as well. Ubisoft also operates Just Dance+, a dance-on-demand streaming service (formerly Just Dance Unlimited) that offers access to a catalogue of songs from Just Dance 2023 Edition and Just Dance 2024 Edition.

In 2009, Ubisoft released the first Just Dance game exclusively for Nintendo Wii. It was the French publisher's kick-off for a long-running and successful franchise that appeals to many players beyond core gamers. Initially available only on Wii, the third instalment, Just Dance 3, made the leap to other platforms with versions for Xbox 360 with Kinect and PlayStation 3 with PlayStation Move. Just Dance 2014, released in 2013, was the first instalment to feature a year in the title, and since then publisher Ubisoft has released a new game in the franchise every year. Several kids' titles and spin-offs have been released as well. Ubisoft also operates Just Dance+, a dance-on-demand streaming service (formerly Just Dance Unlimited) that offers access to a catalogue of songs from Just Dance 2023 Edition and Just Dance 2024 Edition.

Just Dance is a motion/movement and rhythm-based dance video game that can also be played in multiplayer mode. Each game features a collection of classic and contemporary licensed songs, each with its own dance choreography, that be danced to - and there are Challenge and Workout modes as well. The inspiration for the game came from a mini-game in Raving Rabbids TV Party, where players had to replicate the rabbits' dance moves using the Wii Remote and Nunchuk. And with the rise of motion gaming and the Wii platform, Just Dance was a perfect fit. The franchise is celebrating its 15th anniversary this year, with over 30 games released and more than 90 million games sold worldwide. Since the launch of the series, Ubisoft has created over 1,500 maps (choreographies) and costumes for the songs. The franchise has generated eight billion views on social media and has attracted 135 million gamers to date, according to the publisher. Matthew Tomkinson, Creative Director at Ubisoft Paris Studio, explains to us, why the game has been so well received, what makes Just Dance different from other Ubisoft franchises and how the franchise has evolved over the years.

GamesMarkt: Were you surprised by the success and the longevity of the Just Dance franchise?

Matthew Tomkinson: "We're incredibly proud of the journey Just Dance has taken. Since the first title on Wii in 2009, we've seen the franchise span multiple generations of consoles and evolve in ways we would never had imagined at the time. The fact that we've released over 30 titles and brought joy to millions worldwide is both humbling and motivating."

GamesMarkt: Which milestones in the history of the franchise stand out as particularly important? Where have the games made the biggest leaps forward?

Matthew Tomkinson: "I would identify 3 main moments: First with Just Dance 4 - a new creative team arrived on the project and pushed the visuals of the game to a new level, with more details and modern references. Furthermore even if Just Dance 3 was the first game to have a Kinect version, Just Dance 4 really set the standard for it bringing controller-less dancing."

"In 2015 we created a subscription service called Just Dance Unlimited and now Just Dance+ which give you access to a very large number of choreos through streaming. It offered a diversity of experiences like never before."

"Finally the latest milestones was the launch of Just Dance 2023, where not only we bring a visual upgrade to Just Dance content, but we shifted to a connected online platform. Now, players from the 2023, 2024, and 2025 Editions can all join the same ecosystem."

GamesMarkt: How important is the Just Dance franchise to Ubisoft?

Matthew Tomkinson: "Just Dance is a significant part of Ubisoft's identity, offering something truly unique within our portfolio. It's a brand that radiates positivity, fun, and togetherness, which resonates strongly with players. More than just a game, Just Dance is about shared experiences and inclusivity, aligning with core values we're proud to champion. It stands out for its unique ability to bring people together and make gaming accessible to everyone."

GamesMarkt: Compared to other Ubisoft games, what audience is drawn to Just Dance?

Matthew Tomkinson: "Unlike traditional games, Just Dance appeals to a wide range of players, from families looking to enjoy time together to party-goers, fitness enthusiasts, and those who simply love to dance. It's a perfect holiday gift that brings people together. With its easy-to-follow moves and joyful atmosphere, Just Dance truly is for anyone who wants to let loose and enjoy themselves."

GamesMarkt: What exactly is the recipe for Just Dance's success?

Matthew Tomkinson: "At its core, Just Dance is about fun, whether you're dancing solo, with friends, or with family. It's a social experience that transcends age or skill level, everyone can jump right in. We work hard to make sure our choreographies are accessible, fun, and tailored to a variety of skill levels so that everyone feels welcome. This year, we're thrilled to feature a collaboration with Ariana Grande, with five of her hit songs included in the game, like “yes, and?”. It's a fantastic partnership that brings even more excitement to Just Dance 2025 Edition, and we can't wait for players to experience it."

GamesMarkt: How important is the song selection for the games, and how much work is involved with the license holders?

Matthew Tomkinson: "Choosing the songs for Just Dance is a meticulous process. Our team is tuned into not only the latest music trends but also broader entertainment trends to ensure we capture what's relevant across different platforms. We aim for a diverse playlist that reflects today's music landscape, from chart-toppers to party anthems like Espresso by Sabrina Carpenter Training Season by Dua Lipa or and timeless classics – we are happy to include songs from Greenday, Madonna and Céline Dion for the very first time in the series! For Just Dance 2025 Edition, we worked to offer a playlist that would resonate with all types of players, so everyone can find something they love."

GamesMarkt: With Just Dance VR, you broke new ground in virtual reality. Can you already draw a first conclusion?

Matthew Tomkinson: "Venturing into VR with Just Dance: Welcome to Dancity on Meta has been an exciting new step for us. It's pushed us to think about the dance experience in a whole new way, bringing players into an immersive dance universe. The initial response has been amazing, and we're looking forward to refining the experience and seeing how we can push VR technology even further. This first release has been both a challenge and a breakthrough, setting the stage for what could be a whole new way to experience Just Dance."

GamesMarkt: What does the future hold for Just Dance?

Matthew Tomkinson: "The future of Just Dance is bright and full of possibilities. We're always exploring new ways to innovate, surprise, and delight our players, whether through fresh collaborations, new gameplay features, or even new technologies. The world of entertainment is constantly changing, and we're thrilled to see where we can take Just Dance next."