Ubisoft has revealed that its internal division formerly known as Creative House 2 will now operate under the banner of Massive Entertainment. This rebranding brings together the teams responsible for Tom Clancy’s The Division, Ghost Recon and Splinter Cell, as well as a forthcoming original intellectual property tentatively titled March of Giants, under the 29‑year‑old label of the Swedish studio that originally launched the Division franchise. While the original Massive Entertainment studio remains a component of the larger Creative House structure, the new configuration also incorporates Ubisoft Toronto and development groups based in Paris and Montreal.

The updated Massive Entertainment unit will, like the other Creative Houses within Ubisoft, carry a "clear responsibility for the development and long‑term growth of its brands." Prior to this change, Creative House 2 had been primarily focused on competitive and cooperative shooters, a mandate that expanded after Ubisoft acquired the March of Giants project from Amazon. "Effective immediately, the development teams that work on these franchises in Montréal, Paris, Sweden and Toronto will be unified under the Massive Entertainment name," Ubisoft stated in an official press release. "By consolidating our creative and technical talent, we aim to shape the future of these series, expand their audiences and deliver challenging experiences for our dedicated player communities." Massive Entertainment is now led by veteran executive Christoph Hartmann, who took on the role of General Manager in June after leaving Amazon Game Studios.

Hartmann previously founded and ran 2K Games, bringing a wealth of experience in large‑scale game production. The company also announced that Natalie Francis will serve as studio manager for the Malmö office; she joins from senior positions at Avalanche Studios and DICE. The original Massive Entertainment studio was founded in Malmö, Sweden, in 1997 and was acquired by Ubisoft in 2008 following a divestiture by Activision after its purchase of Vivendi. The studio first gained recognition with titles such as Ground Control and World in Conflict, later achieving global success with The Division franchise, Avatar: Frontiers of Pandora and Star Wars Outlaws.

It also created the Snowdrop engine, a versatile technology used across many Ubisoft projects, and was reportedly working on "an unannounced innovative tech project" before Ubisoft announced layoffs at both Massive and Ubisoft Stockholm in January. "Massive Entertainment has always been defined by passion, ambition and incredible talent, and our focus now is on what comes next," Hartmann said.

"Bringing our teams together under one identity gives us the opportunity to combine the creative energy and expertise across Montréal, Paris, Sweden and Toronto to shape the next generation of these iconic franchises, create new games and IPs, and push our craft and technology forward." The restructuring into Creative Houses is slated to be completed by late 2025, with the final details confirmed in January 2026. Ubisoft has now appointed leaders for every Creative House except Creative House 4.

Julien Bares has been named General Manager of Creative Houses 3 and 5, while Thomas Andrén will oversee the centralized production resource known as the Creative Network. The current organization of Ubisoft’s Creative Houses is as follows: - **Vantage Studios** (joint venture with Tencent) - Co‑CEOs: Christophe Derennes and Charlie Guillemot - Brands: Assassin’s Creed, Far Cry, Tom Clancy’s Rainbow Six - Locations: Barcelona, Montreal, Quebec, Saguenay, Sherbrooke, Sofia - **Massive Entertainment** - General Manager: Christoph Hartmann - Brands: Tom Clancy’s The Division, Tom Clancy’s Ghost Recon, Tom Clancy’s Splinter Cell, March of Giants, plus an as‑yet‑unspecified new IP - Studios: Paris, Malmö (Massive), Montreal, Toronto - **Creative House 3** - General Manager: Julien Bares (shared with Creative House 5) - Brands: Brawlhalla, For Honor, Riders Republic, Skull and Bones, The Crew - Studios: Blue Mammoth, Ivory Tower, Montreal - **Creative House 4** - General Manager: Position still vacant - Brands: Anno, Beyond Good and Evil, Heroes of Might and Magic, Prince of Persia, Rayman - Studios: Mainz, Milan, Montpellier, Nadeo - **Creative House 5** - General Manager: Julien Bares (shared with Creative House 3) - Brands: Growtopia, Hasbro portfolio - Studios: Abu Dhabi, Barcelona Mobile, Ketchapp, Kalibri Games, Paris, Ubisoft Mobile Games, Ubisoft Paris Mobile - **Creative Network** - General Manager: Thomas Andrén - Purpose: Central production support - Studios: Annecy, Berlin, Bordeaux, Chengdu, Da Nang, Düsseldorf, Kyiv/Odessa/Warsaw, Paris, Pune, Manila, RedLynx, Red Storm, Reflections, Romania, Shanghai, Singapore The shift to the Creative House model was initially introduced amid a series of game delays, cancellations and what Ubisoft described as a "final" round of cost‑cutting after years of under‑performance. The company has undergone a prolonged restructuring that included the closure of studios in Belgrade, Halifax, Leamington, Stockholm and Winnipeg, as well as widespread layoffs across its global operations. Ubisoft has not confirmed whether this restructuring process is now complete.