It’s obvious that Europe is better than the rest of the world when it comes to beer, sausage and football, but gaming has always been a bigger deal across the pond. When the gaming industry changes, so does the gaming market, and Europe is now Ubisoft’s largest territory — kicking the US butt with a wholly five per cent.

According to Ubisoft, two major things make Europe a good place to do business at the moment. Europe has two strong currencies, the euro and the pound, which help to deliver a heavy turnover. Other than that, Europeans is said to enjoy more casual gaming, enjoying their handheld on the way to work rather than playing epic games in front of the TV. (Note to self: Stop with the overblown generalization)

Ubisoft CEO Yves Guillemot talked to GamesIndustry.biz about the situation. “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.”

Casual gaming is getting bigger, just look at the huge success of Guitar Hero On Tour for example. The remaining year brings both casual games (LittleBigPlanet, Rock Band 2, The Sims 3, Wii Music) and some of the other sort (Fallout 3, Dead Space, Gears of War II, and Ubi’s own Far Cry 2 and Prince of Persia) so how Ubisoft’s distribution is looking at the end of the year may not coincide with the present.