Q: Europe as a market has developed a lot in the past five years - how do you assess the territory's importance on the global stage now?

Yves Guillemot: 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.