Ubisoft CEO Yves Guillemot claims that Europe is now their company's most important territory.

Those Americans must be feeling high and mighty, with Activision and EA taking up so much of the game publishing in the States. While Ubisoft has taken a comfortable third in large game publishers, they're also now more adamant about promoting their product in the European territory, which they say is greater than the US's by "more than 5 per cent". In a recent interview, Guillemot spoke about this latest development for the publishing company.

Guillemot says several important things about Europe, like the changing world economy. "First, our money - the pound or the euro - is very strong and because of that the turnover from those countries is heavier than they used to be. So for Ubisoft turnover Europe is actually more important than the US now, and by more than 5 per cent. It's become a very strong market for us."

He also talks about the difference in audience between Europe and the US. "I think there are lots of customers that want to play - because in Europe we love to play - the only problem we had was that the games were becoming more and more difficult to play. Now that there's more accessibility, some accessories that are helping people to have fun, 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."

What impact will it have on us? Less games released first in the US, and more released locally on time instead of days to months later.