Uplay is Ubisoft’s answer to Steam. The online storefront allows Ubisoft to sell games directly to fans, meaning that Valve won’t take a cut. It also allows Ubisoft to sell a great many non-digital things too such as character figurines or official branded clothing. Unfortunately, for Ubisoft, no one really likes it.
Uplay also allows Ubisoft to make sure that people aren’t pirating the game but not only does this extra level of DRM (Digital Rights Management) feel unnecessary, it’s also coupled with bad servers that limit multiplayer and it has a habit of crashing. The one thing that Uplay does get right are its semi-regular sales and in its latest round of deals, over 400 games have been discounted.