Highlights
- Ubisoft has renamed Creative House 2, and the new name will be familiar to fans of its biggest franchises.
- Teams across four locations will now work under one shared identity, led by a new general manager.
- The change is part of Ubisoft's wider Creative Houses strategy.
Ubisoft has named Creative House 2 as Massive Entertainment, expanding the brand across teams developing Ghost Recon, Splinter Cell, Tom Clancy’s The Division, and original IP, including March of Giants. From Oct 1, 2026, teams in Montréal, Paris, Sweden, and Toronto will operate under the shared identity.
A New Direction for Massive Entertainment
The move follows Christoph Hartmann’s appointment earlier in 2026 as General Manager of Creative House 2.
The new structure brings the teams together to combine their creative and technology expertise. It will focus on growing established franchises, developing new games and IP, and advancing the technology behind them.
The expanded label builds on Massive Entertainment’s nearly three-decade history in Sweden. Ubisoft reported that the organization will use that foundation while bringing teams across its four locations under one brand.
Hartmann said Massive Entertainment has been defined by “passion, ambition and incredible talent.” He added that the unified structure will help the teams shape the next generation of its franchises and create new IP.
How Massive Fits Into Ubisoft’s Future Plans
Massive Entertainment remains part of Ubisoft, which will continue to publish and distribute every game developed under the brand. Ubisoft also confirmed that the change does not affect its ongoing commitments to players or partners.
The move is part of Ubisoft’s broader shift toward a Creative Houses model, introduced in January 2026. The company designed the structure to group development teams around major franchises while giving each house responsibility for content strategy, brand development, editorial direction, and financial performance.
The approach follows the creation of Vantage Studios, Ubisoft’s first Creative House, which brought together teams working on Far Cry, Assassin’s Creed, and Rainbow Six. Vantage operates as a separate Ubisoft subsidiary, while Massive Entertainment remains within Ubisoft.
For Ubisoft, the model is intended to create more focused development organizations around its major franchises while allowing teams to share technology, expertise, and resources across locations.
