Ubisoft Appoints Veteran Team to Lead Assassin’s Creed

Ubisoft has announced a new leadership team for Assassin's Creed, placing experienced franchise veterans in charge of its future. The appointments fall under Vantage Studios, the Tencent-backed subsidiary that now houses Assassin’s Creed alongside Far Cry and Rainbow Six.

Instead of bringing in outside executives, Ubisoft has chosen leaders who helped build the franchise over the past two decades. The decision suggests the company wants stability and clear direction as it moves through a broader restructuring phase.

Ubisoft’s New Assassin’s Creed Leadership Team

Martin Schelling has been named Head of Assassin’s Creed Brand. He previously served as Ubisoft’s Chief Production Officer and spent 17 years at Ubisoft Montreal. His credits include work on Assassin's Creed IV: Black Flag, Assassin's Creed Origins, and Assassin's Creed Valhalla. In his new role, he will oversee long-term strategy and the overall vision for the brand.

Jean Guesdon has been appointed Head of Content. He previously spent 17 years on the franchise and served as Creative Director on Black Flag and Origins. Ubisoft says he will guide the series’ creative direction and ensure it remains aligned with its core identity. He recently returned to the company after a short stint at Behaviour Interactive.

François de Billy becomes Head of Production Excellence. He has worked as Production Director on several major Assassin’s Creed titles. The company says he is known internally for improving workflows and removing bottlenecks in complex development cycles. His focus will be on strengthening production practices across the brand. The trio will join existing leadership, including Andrée-Anne Boisvert and Lionel Hiller, as part of the broader brand management team.

Ubisoft is Undergoing Major Corporate Changes

The recent appointments come during a period of restructuring at Ubisoft. The company has been shifting toward a Creative Houses model while also navigating layoffs and studio closures. The creation of Vantage Studios with backing from Tencent reflects a push to streamline operations around its most valuable intellectual properties.

Assassin’s Creed remains one of Ubisoft’s strongest commercial brands. Over the years, it has evolved from a stealth-focused action series into large-scale open-world RPG experiences. That evolution required coordination between creative and production leadership. By placing veterans who have previously worked together back in key roles, Ubisoft appears to be prioritizing consistency over radical change.

For players, the leadership shift may not lead to immediate visible changes. However, strong internal direction often shapes how frequently games are released, how ambitious they become, and how closely they stick to franchise identity. With experienced hands now steering the brand under Vantage Studios, Ubisoft is positioning Assassin’s Creed for a controlled and focused next phase rather than a risky overhaul.