Posted on August 27, 2008,

Europe is Now Ubisoft's Biggest Market

Gaming TodayLazard Capital Markets analyst Colin Sebastian may claim that the European game market is equal in size to that of North America, but for Ubisoft, it’s even larger. In an interview with GamesIndustry.biz at the Leipzig Games Convention last week, Ubisoft’s CEO Yves Guillemot explain that, thanks to the strength of the pound and euro, Europe is a larger market than the U.S. by more than 5%.

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.

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.

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. And it’s the same for a lot of other games, like the party games you can play – the games with guitars are also helping things to increase the fun, and bring more people. Because when you have fun with your family on the game, you take them into more games with you.

While Guillemot didn’t mention it specifically, you can’t help but think he’s referring to the Wii (and DS) when talking about there being “more accessibility.” Nevertheless, it’ll be interesting to see if the current economic predicament that the U.S. is in will result in other publishers finding greater percentages of their revenue coming from other territories.

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5 Comments on Europe is Now Ubisoft's Biggest Market

Kevin

On August 27, 2008 at 9:15 pm

I hope they stay in europe, Theyve already made splinter cell, rainbow 6, and ghost recon SUCK, and i mean SUCK, stupid company pisses me off.

Serio

On August 27, 2008 at 11:39 pm

@ Kevin

Yeah! That means we European will get Brothers In Arms: Hell’s Highway, the Settlers series, LOST, Far Cry 2, etc for ourselves!

FrostPaw

On August 28, 2008 at 1:19 am

Maybe if they bothered selling games to EU customers on Steam and Direct 2 Drive this would be meaningfull….since they don’t.

Norbit

On August 28, 2008 at 10:57 am

@ frostpaw

What is your point? How does not selling titles on Steam in the EU make this meaningless? If the 40+ Ubisoft titles were available on Steam like in the US the the EU would almost certainly have made even more money for Ubisoft than it did already.

Serio

On August 28, 2008 at 12:07 pm

@ Norbit

You just answered it yourself. This doesn’t mean they’ll make the games available, only that more of their games will have European influence. Direct 2 Drive doesn’t sell to EU customers at all(Except for UK). But Steam is different. They don’t really care who gets the games, as long as they’re sold.