Bloomberg is positively gushing over Ubisoft today. In an article that features the likes of our very favorite analyst Michael "VG Precog" Pachter urging investors to buy, the financial news website details the rapid growth the company has undergone lately, laying much of the success on their willingness to take a chance on the Nintendo Wii when companies like EA held back. Bloomberg explores the company's strategy with CEO Yves Guillemot, who cites Ubisoft's long-standing tradition of supporting new consoles to help stand out in a very competitive market.

To compete, the brothers created titles for new consoles such as the Atari Lynx that went on sale in 1989. ``It was the only way,'' Guillemot said. ``It was already a very crowded market.''

Sometimes the strategy worked, and other times...

``Dreamcast was a big failure for us,'' Guillemot said. ``We invested quite a lot, we had quite a few games on the way. Then they didn't defend themselves well. Sony killed them.''

Alas, poor Dreamcast. We had such high hopes.

The article covers a lot of ground, from the company's beginnings in farm equipment sales to the large stock purchase made by rivals Electronic Arts back in 2005, providing an interesting look into the feelings about the hostile move from both sides of the table.

``I would not say it's fun to have a competitor among your shareholders,'' Guillemot said.

Electronic Arts spokeswoman Tiffany Steckler said the company hasn't decided what Electronic Arts will do with its holding. ``It's fair to say that we are very happy shareholders,'' she said.

I can only imagine how hard it must be to run a race with one of your core competitors riding on your back.

Ubisoft's Guillemot Bets on Wii, Tops Electronic Arts [Bloomberg]