Ubisoft just made an interesting addition to Ubisoft Club: a personal gaming assistant named Sam that functions just like Apple's Siri but only for Ubisoft's games. On Wednesday, Ubisoft published an introduction to the gaming assistant on its YouTube channel. The video shows a user launching the Ubisoft Club app on his iPhone then pressing the microphone button to talk to Sam. The user asks Sam, "How long have I played'Assassin's Creed Origins,' exactly?" And Sam quickly responds with a very specific answer: "You have played 17 hours and 52 minutes. The ad then shows that Sam does more than just answering questions about game progress. Bayek or Ezio?" Unfortunately, the promo clip jumps to another scene instead of showing which Assassin Sam picked.

Apple has Siri, Amazon has Alexa, and now, Ubisoft has Sam. It's a virtual assistant geared specifically toward gaming, and Ubisoft has started to weave a beta version of the service into its Ubisoft Club companion app... well, for Canadian gamers, anyway. Ubisoft is clearly treating Sam as a test balloon of sorts, meant to gather data and gauge people's reactions to the idea of a game-fluent concierge. After a brief demo, though, it seems pretty clear that not everyone will find Sam useful in the short term. You can engage it in idle chitchat and ask it general knowledge questions, but Sam is at its best when you ask it about (what else?) Ubisoft games.