Square Enix' president Yoichi Wada thinks that Europe has great potential for growth and wants his company to be stronger in that market.
Speaking to GamesIndustry.biz, Wada noted that the Japanese market is currently quite weak when it comes to games for core gamers, whereas the Eurppean and American markets are growing at enormous speed for core games.
While eyeing the western market, he recognised that regarding Europe as just one block could lead to fatal mistakes.
"Each country in Europe can be different in two things. Firstly, cultural background: for example in France, Japanese animation and manga are very popular, therefore they have a cultural background where overtly Japanese character design is highly appreciated," he said.
"Secondly, we have to consider their views on technology in general: how the people of a particular country regard networked systems, and if they're prepared to look at it as a means of fun."
Yoichi Wada acknowledged that other large Japanese publishers are targeting western markets very aggressively - acquiring and establishing western studios and signing western games.
"We would like to develop a strategy to equal the moves made by Sega and Capcom, or maybe exceed them," he said.
"Mergers and acquisitions is not necessarily our main method, but obviously it has to be deemed as one of the main strategy options. If we were to look for a place in the top three in the global games industry, obviously we would have to consider it seriously."
The entire interview with Yoichi Wada can be read here.