Ubisoft: Stronger Currency Makes Europe 'More Important' Than US, EndWar Will Change Industry

By Chris Faylor, Aug 27, 2008 9:51am PDT Stronger European currency has caused French publisher Ubisoft to view Europe's market as more important than that of the US, CEO Yves Guillemot has revealed.

"Turnover in Europe is actually more important than the US now, and by more than 5%," Guillemot told GamesIndustry.biz, owing the shift to the strength of the pound and euro. "It's become a very strong market for us."

Echoing Nintendo's mission statement with its Wii and DS hardware, the Ubisoft executive expressed his belief that games such as Guitar Hero, Rock Band and Ubisoft Shanghai's upcoming voice-controlled RTS effort EndWar (PS3, 360) are increasing the popularity and appeal of games by making them more accessible.

"A game like EndWar, for example, which you can control by voice--it's totally changing the industry because it gives you the opportunity to command what's happening, and to have a quick answer to the orders you give," he explained. "I think this market has no limit in the growth it can have if we can make sure that the people that are coming in are staying."

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  • Well, if they think they can do better by focusing more on their European market, more power to them. I could certainly stand to do without a few dozen poorly made games branded with the newly purchased Tom Clancy name.

    Still, I'm willing to be bet that Mr. Yvet will be taking a "seperation package" very quickly should he ignore the US market too much. The Euro is certainly stronger than the US Dollar when you look purely at exchange rates, but the US purchases way more than enough game hardware and software to keep Ubisoft management in fresh money hats.