Assassin's Creed Shadows offered players a golden opportunity to make their voices heard in a promotional event revealed on Tuesday, but fans aren't happy about it.

Assassin’s Creed Shadows developer Ubisoft launched a marketing campaign called the Dubbing Challenge on TikTok, giving fans a unique opportunity to voice a secondary NPC and have their voice immortalized in the game forever. The prize also includes a fully sponsored trip to London with a professional vocal coach and a recording session.

Assassin's Creed fans were quick to voice their displeasure with the contest on X (formerly Twitter), with the biggest complaint being that the company appears to be employing tactics to avoid paying voice actors in the industry, by making "fans work for publicity" rather than simply being fairly compensated for their contributions to the game.

“Pay your voice actors. We see you,” said one player on X, with others sharing the sentiment in follow-up comments. At the same time, others expressed concern that the gaming giant will “farm voices to train AI” without the person’s consent in the future.