Ubisoft has disclosed that its internal division previously known as Creative House 2 will now operate under the name Massive Entertainment. This change brings the 29‑year‑old brand of the Swedish studio that originally launched the Division franchise into the spotlight, while the original Massive studio continues to exist within the broader Creative House framework alongside Ubisoft Toronto and development teams in Paris and Montreal. The rebranded Massive Entertainment will, like the other Creative Houses, be tasked with clear accountability for the development, stewardship, and long‑term expansion of its assigned franchises. Prior to the recent restructuring, Creative House 2 focused primarily on competitive and cooperative shooter titles, a remit that broadened after Ubisoft acquired the March of Giants project from Amazon.
In an official statement, Ubisoft explained, “Effective today, the development groups responsible for The Division, Ghost Recon, Splinter Cell and the upcoming original IP in Montréal, Paris, Sweden, and Toronto will operate under the Massive Entertainment banner. By consolidating their creative and technical expertise, we aim to shape the future of these series, grow their communities, and deliver challenging experiences to dedicated players.” The unit will be led by veteran executive Christoph Hartmann, who joined Ubisoft as General Manager in June after leaving Amazon Game Studios.
Hartmann brings a wealth of experience, having previously founded and overseen operations at 2K Games. In addition, the company announced that Natalie Francis will take on the role of studio manager for the Malmö office, following senior positions at Avalanche Studios and DICE. Massive Entertainment’s roots trace back to its founding in Malmö, Sweden, in 1997.
Ubisoft acquired the studio in 2008 after Activision sold it off during the Vivendi acquisition. Over the years, Massive earned a reputation for titles such as Ground Control and World in Conflict before becoming synonymous with The Division series, Avatar: Frontiers of Pandora, and the upcoming Star Wars Outlaws.
The studio also created the Snowdrop engine, a versatile technology that powers many Ubisoft games. In early 2024, Ubisoft announced layoffs at both Massive and Ubisoft Stockholm, noting that the Malmö team was working on an "unannounced innovative tech project." Reflecting on the rebrand, Hartmann said, "Massive Entertainment has always been defined by passion, ambition, and exceptional talent. Uniting our teams under a single identity gives us the chance to blend creative energy and technical know‑how across Montréal, Paris, Sweden and Toronto.
This will enable us to shape the next generation of these iconic franchises, launch new games and IPs, and push the boundaries of our craft and technology." The transition to the Creative Houses structure is slated for late 2025, with the details confirmed in January 2026. Ubisoft has now appointed leaders for all houses except Creative House 4. Julien Bares has been confirmed as General Manager for Creative Houses 3 and 5, while Thomas Andrén will head the centralized production resource known as the Creative Network. Current Creative House lineup: - **Vantage Studios** (joint venture with Tencent) – Co‑CEOs Christophe Derennes and Charlie Guillemot; brands include Assassin’s Creed, Far Cry, and Tom Clancy’s Rainbow Six; locations span Barcelona, Montreal, Quebec, Saguenay, Sherbrooke, and Sofia.
- **Massive Entertainment** – General Manager Christoph Hartmann; brands cover Tom Clancy’s The Division, Ghost Recon, Splinter Cell, March of Giants, and an as‑yet‑unnamed new IP; studios located in Paris, Malmö, Montreal, and Toronto. - **Creative House 3** – General Manager Julien Bares (shared with House 5); brands such as Brawlhalla, For Honor, Riders Republic, Skull & Bones, and The Crew; studios include Blue Mammoth, Ivory Tower, and Montreal. - **Creative House 4** – General Manager pending announcement; brands include Anno, Beyond Good & Evil, Heroes of Might and Magic, Prince of Persia, and Rayman; studios in Mainz, Milan, Montpellier, and Nadeo.
- **Creative House 5** – General Manager Julien Bares (shared with House 3); brands feature Growtopia and the Hasbro portfolio; studios span Abu Dhabi, Barcelona Mobile, Ketchapp, Kalibri Games, Paris, Ubisoft Mobile Games, and Ubisoft Paris Mobile. - **Creative Network** – General Manager Thomas Andrén; purpose is central production support; studios located across Annecy, Berlin, Bordeaux, Chengdu, Da Nang, Düsseldorf, Kyiv/Ol‑sev‑a/Warsaw, Paris, Pune, Manila, RedLynx, Red Storm, Reflections, Romania, Shanghai, and Singapore. The shift toward Creative Houses follows a period marked by delayed releases, cancelled projects, and a "final" round of cost‑cutting measures after years of under‑performance.
Ubisoft has been engaged in a prolonged restructuring that saw the closure of studios in Belgrade, Halifax, Leamington, Stockholm, and Winnipeg, as well as widespread layoffs across its global operations. The company has not confirmed whether this restructuring phase has been fully completed. By consolidating its shooter and Tom Clancy franchises under the storied Massive Entertainment name, Ubisoft hopes to streamline development pipelines, foster stronger brand cohesion, and deliver fresh, high‑quality experiences to its player base while also laying the groundwork for new, original intellectual properties.