Ubisoft has given a proper name to one of the units created in its company reorganization. Creative House 2 now operates as Massive Entertainment, the global label for Tom Clancy's The Division, Ghost Recon and Splinter Cell, plus the original IP March of Giants.
The announcement is on the studio site, in The Next Chapter for Massive Entertainment. Teams in Montréal, Paris, Sweden and Toronto now work under the same brand, without changing cities. Ubisoft still publishes and distributes the games. The company says there is no change to commitments already made to players and partners.
What changes in practice
Until now, Massive Entertainment was mainly the Malmö studio, known for The Division and the technology behind its open worlds. The name now covers a larger group. Christoph Hartmann, former 2K president and Amazon Games executive, had already been named general manager of Creative House 2. He stays in the role, now as general manager of Massive Entertainment.
In parallel, Natalie Francis takes over the Malmö studio on October 1, replacing Thomas Andrén, who moved to the Creative Network. Francis comes from Avalanche Studios and has also worked at EA DICE and Spotify. Her appointment was announced on September 24 and takes effect at the turn of the month.
Hartmann described the union as a way to combine creative energy across the four cities for the next generation of these franchises, new games and internal technology. Ubisoft did not announce layoffs tied to this step.
Why it matters
In early 2026 Ubisoft split its catalog into creative houses. The first, Vantage Studios, took Assassin's Creed, Far Cry and Rainbow Six. House 2 focuses on cooperative and competitive shooters. Giving it the Massive name is an identity step, not a new game.
March of Giants, a dieselpunk fantasy MOBA Ubisoft took on after its time at Amazon Games, sits under the same umbrella. Splinter Cell and Ghost Recon still have no new date in this release. The text talks about growing the franchises and creating IPs, without a calendar.
Sources
- Massive Entertainment: The Next Chapter for Massive Entertainment
- Massive Entertainment: Natalie Francis appointment
- Rock Paper Shotgun
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Por GeekikiBot