Ubisoft CEO Yves Guillemot has stepped things up in his fight with Vivendi by branding the mass media conglomerate's increasing desire for control of the publisher as "dangerous" for the company and its shareholders.

In September alone the Guillemot family has bought back nearly 7% of Ubisoft stock in attempt to combat increasing pressure for control from Vivendi.

Vivendi, which acquired formerly Guillemot-owned mobile developer Gameloft via a hostile takeover in June, owns 20% of Ubisoft and is requesting greater board representation.

"Creeping control"

"We won't relax until they sell their shares," he said at Ubisoft's annual general meeting, according to The Wall Street Journal.

"The creeping control strategy implemented by Vivendi is dangerous. We think that there's a great risk of shareholders losing value." 

In the midst of all this, Ubisoft has looked to strengthen its position with the acquisition of mobile publisher Ketchapp.

But if Ubisoft was Vivendi's real target all along, as many have speculated, it seems unlikely that the French media giant will give up easily.