Ubisoft renames Creative House 2 as Massive Entertainment
Ubisoft has announced that its Creative House 2 business unit will henceforth be known as Massive Entertainment. The rebranding brings together development teams from Montreal, Paris, Toronto, and Sweden under a single identity.
The newly unified Massive Entertainment will hold clear responsibility for the development and long-term growth of major franchises, including Tom Clancy's The Division, Ghost Recon, and Splinter Cell. The unit is also tasked with working on new original IP, including March of Giants, which was acquired from Amazon.
The division is led by veteran executive Christoph Hartmann, who joined as General Manager in June following his tenure at Amazon Game Studios and his role as founder of 2K Games. Additionally, Natalie Francis, formerly of Avalanche Studios and DICE, has joined as the studio manager for the Malmö office.
The original Massive Entertainment, founded in 1997 in Sweden, has been a cornerstone of Ubisoft's technology, having developed the Snowdrop engine. Its portfolio includes titles such as Ground Control, World In Conflict, Star Wars Outlaws, and Avatar: Frontiers of Pandora. By consolidating teams from multiple regions under one brand, Ubisoft aims to combine creative and technical expertise to shape the future of these iconic franchises.
This move is part of a broader restructuring within Ubisoft that began in late 2025, following a period of cost-cutting and studio closures worldwide. With this announcement, the company has now confirmed leadership for almost all its Creative Houses, with only Creative House 4 remaining without an announced General Manager.
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