Gaming

Ubisoft reveals sporting ambitions

Published Tuesday, Feb 17 2009, 01:36 GMT | By Andrew Laughlin
Ubisoft reveals sporting ambitions
French publisher Ubisoft has signalled its intention to expand its profile in the sports gaming market during 2009.

The firm's chief executive Yves Guillemot has set his sights on competing much more strongly with Electronic Arts and 2K Games in the sporting arena.

Guillemot told MCV that sports is a "difficult genre to break into" but that he has been encouraged by the "huge success" of Shaun White Snowboarding.

As the publisher's first tie-in with a professional athlete, the winter pursuits title sold around 2.3 million units worldwide in the fourth quarter of 2008.

"Working with Shaun White has been great and I think that shows in the fun and excitement of the game when you play it," Guillemot said.

"This is definitely an area in which we plan to grow our presence."

He added that the firm will remain on the lookout for possible studios for acquisition which could "help us to continue our strategic growth".
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