It's really hard to say. Many publishers are big winners this generation Sega, UbiSoft , ActivisionBlizzard. But I'd say the big winner this generation has been UbiSoft. I'll give some of the reasons below.
1) UbiSoft is the first third party to have taken advantage of the Wii and DS. Their Imagine/Petz titles and their other titles have turned massive profits at little to know over head.
2) UbiSoft has become so powerful that EA tried to take over the company and failed in its attempt. Thats right at the time EA was the biggest publisher in the world and they tried to take on UbiSoft and they lost.
3) As already said UbiSoft has managed to produce two big new IP's RedSteel, AssasinsCreed not to mention expanding on existing IP's like SplinterCell,FarCry and RainbowSix.
4)UbiSoft has begun developing hardware to back its software like the new camera they made for Wii.
5)UbiSoft's marketshare has grown robustly making it I believe it was one of the top five most successful publishers
-JC7
"In God We Trust - In Games We Play " - Joel Reimer
