People have pointed to the fact that Ubisoft is using a separate chain, but I want to point out that even on Ethereum you're not guaranteed to have the kind of universal access that you want. Smart contracts are code, and an Ethereum contract can be coded to rely on a centralized service or to only allow selling through a specific marketplace. Additionally, even on Ethereum Ubisoft could monitor the sales and reject tokens or ban account that go through sales endpoints that they dislike even if they didn't code the restrictions into the smart contract. The blockchain makes that kind of historical monitoring and restriction really easy.

Of course, Ubisoft could in a theoretical world also not do that stuff, but the point is they could also allow you to transfer your games using a centralized service. The NFTs don't force them to be more open or customer friendly, if they were customer friendly they would already be allowing you to download games without DRM or transfer them around. They could already offer you a Steam key with every game you bought from the Ubisoft store; it's corporate politics and competition between Ubisoft and Steam that prevents this from happening, not technology.

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What Ubisoft demonstrates so well here is that the incentive structure behind NFTs also doesn't really seem bias companies towards being more open. There's no commercial incentive for any other game to integrate with Ubisoft's NFTs. Doing so would be a pure act of charity with no upside to those companies, and with a ton of liability since Ubisoft would be allowed to mess with those NFTs which would now be part of the customer experience on a separate game.

What you're seeing with Ubisoft is not going to be an exception, this is going to be the norm of how companies work with NFTs. A quick heuristic you can use: releasing a game DRM-free is easier, cheaper, simpler, and more directly beneficial to consumers than building a consumer-friendly NFT system; so whenever you look at a company that says they're going to work with NFTs, do yourself a favor and check to see if their games are currently DRM-free. Do they currently allow game trading/gifting? If they don't, then I think it's a strong probability that their NFTs are going to look more like Ubisoft's and less like the ethical systems that people imagine and hope for. Because I can't stress enough that it's not hard to build the systems and restrictions on the blockchain that Ubisoft has, it really comes down to corporate choice about how they proceed rather than the technology.

In short, NFTs offer no additional positive incentives to be more consumer friendly, and the technology doesn't make anything possible that wasn't possible before with good-old-fashioned OAUTH or signed public databases. If Ubisoft wanted to allow game transfers, there are dozens of ways they could do it today, many of which could survive as authentication mechanisms even if the company folded. Game ownership on the blockchain is not going to go through the kind of revolution that people suppose. My advice is, if you want a revolution in game ownership then lobby to reform copyright and/or establish a legal digital right of resale. If you want to more directly protect your games, boycott and criticize companies like Steam/Epic/Ubisoft/EA/etc that bundle DRM into their storefronts.