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Every month, an average of 20 million people log in to play a video game developed in Canada by Ubisoft.

Yannis Mallat, the Montreal-based CEO of Ubisoft’s Canadian studios, wants to grow that number to 200 million people a month by 2025.

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It’s the right time to invest, he said, because the video game market is changing. There are more players than ever, new markets are opening and technology is changing how people play games.

“We are in a very interesting time for the industry, everything is going well in the video game industry, especially in Quebec, but the market has been changing quite drastically and so have we,” Mallat said.

In the past, developers would spend years working on a game, it would be released and the far majority of copies would be sold in the first three months.

Now, the games developed by the 3,500 people who work for Ubisoft in Montreal are intended to last longer, with updates and new features, some of which may have to be purchased with real money, coming out years after the game was first released.

“We are switching from a product to a service, people play fewer games but they stay immersed in the games much longer,” Mallat said.