Ubisoft CEO Yves Guillemot has thrown down the gauntlet to his competition, claiming superior investment in next-generation development means the French firm will have the best titles as it focuses on becoming number two games publisher in the west.
Guillemot laid out Ubisoft's aggressive corporate strategy in an exclusive interview with our sister site Eurogamer TV, coming off the back of a critically-lauded E3 showcase, spearheaded by hotly-tipped next-gen action-adventure Assassin's Creed.
Asked what differentiated his company's titles from rivals, Guillemot said: "I think it's our investment in the next-gen consoles. We invest more in the next-gen consoles than our competitors so we will create better quality games."
This investment will drive a rapid expansion of Ubisoft's development resources, with Guillemot pledging to "grow our studios by 600 people per year".
"We know have 2,900 people in our creative studios, and the goal is to keep opening new studios in new countries and increasing the size of some of the studios we have, we can continue to grow quite rapidly," he added.
Indeed, since the interview was conducted, Ubisoft has further bolstered its resources with last week's acquisition from Atari of UK-based Driver developer Reflections, bringing a further 80 staff into the fold.