The Division 2's Enduring Success: How the Game Continues to Attract New Players Seven Years After Launch

When Ubisoft launched Tom Clancy's The Division in 2016, it marked the beginning of a new era in gaming. The game's blend of MMO persistence and tactical cover shooter gameplay resonated with players, and the franchise has since become a staple of the gaming industry. With over 40 million players across the series, The Division has proven to be a massive success. However, the journey to this point has not been without its challenges. According to François-Xavier Deniele, VP of marketing and esports for Rainbow Six Siege, managing a live-service game is akin to changing a car's engine while it's still in motion. The Division team agrees, but likens it to a bus, where everyone on board has an opinion on the direction the game should take. The biggest lesson learned is not to take players for granted, says Fredrik Brönjemark, senior producer for The Division at Ubisoft Massive. The team has also learned the importance of investing in the tech side of things, as neglecting this can hinder the game's growth. When developing The Division 2, the team focused on addressing the shortcomings of the original game, particularly the lack of endgame content. The Division 2 launched in 2019, and its post-launch support was initially intended to conclude in late 2020. However, the game's success led to the development of new content, including the Battle for Brooklyn expansion in 2025. This expansion helped the game reach new heights, with a record 27,482 concurrent players on Steam. The team's approach to live-service games has been to prioritize the core audience and ensure that the game's design and monetization model are respectful to players. While the idea of going free-to-play has been explored, it was ultimately decided that the current model works well for the game. The Division series is also expanding to mobile, with The Division Resurgence, which has generated excitement among fans. The biggest push forward for the series is The Division 3, announced in 2023, which will benefit from the lessons learned and expertise built up over the years on The Division 2. Despite the departure of Julian Gerighty, the team is confident that The Division 3 will not be impacted and that the franchise will continue to thrive in the next decade.