And he's not just saying that to make up for years of financial inequity and utterly perverse release schedules. "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," Ubisoft CEO Yves Guillemot tells GamesIndustry.biz. "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."

Guillemot suspects that's largely to blame on all the exercise Europeans have been getting with new accessories and more accessible games, the likes of which even include politically charged real-time strategy scuffle Tom Clancy's EndWar. "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."

While Ubi and Yu-rop laugh all the way to the bank, remind yourself that EndWar totally changes the industry on October 14th on PlayStation 3 and Xbox 360.