News Intel game bundle aims to boost Arrow Lake, Raptor Lake CPU sales — codes for Civ 7, AC: Shadows

Ubisoft are worried that Shadows won't sell well, so they are giving away copies to inflate the player number as a metric to throw out in investor and shareholder calls. I am almost positive that when Ubisoft talk about how Shadows was received after release, their press will be all about "unique players (including those who got it free in a bundle)" rather than "concurrent players" or actual sales figures.

I think this is a misstep from Intel if they think this will help bolster their sales, the pre-release sentiments towards Shadows are not good.
Civ7 is a great choice though.