Ubisoft is reorganizing another part of its development business, renaming Creative House 2 as Massive Entertainment and bringing teams working on The Division, Ghost Recon, Splinter Cell and new intellectual property under the shared identity.
The reorganization was announced on September 30, with development teams in Montréal, Paris, Sweden and Toronto operating under the Massive Entertainment brand. Ubisoft says the goal is to bring those teams’ creative and technological expertise together while allowing them to continue their work from their existing locations. The original Massive Entertainment studio, based in Malmö and Stockholm, remains part of Ubisoft. Founded in 1997 and acquired by Ubisoft in 2008, the Swedish studio became closely associated with Tom Clancy’s The Division and Ubisoft’s Snowdrop technology.
The newly branded organization covers The Division, Ghost Recon, Splinter Cell and the original IP March of Giants. Ubisoft had previously placed those franchises and projects within Creative House 2 when it announced Christoph Hartmann as the group’s general manager in July. Hartmann now serves as General Manager of Massive Entertainment, overseeing the broader organization. Separately, Natalie Francis is becoming Managing Director of the Malmö-based Massive Entertainment studio on October 1. Francis joins from Avalanche Studios and has also held leadership roles at EA DICE and Spotify.
The inclusion of March of Giants also illustrates that the new organization extends beyond Ubisoft’s Tom Clancy franchises. Ubisoft acquired the rights to the free-to-play 4v4 MOBA from Amazon in December 2025, with the Montreal-based team behind the game joining Ubisoft to continue development. The rebranding is part of Ubisoft’s broader five-Creative-House structure, which is intended to organize studios around groups of related experiences and brands. Creative House 2 was established around competitive and cooperative battlefield-focused games, including The Division, Ghost Recon, Splinter Cell and March of Giants.
For players, Ubisoft says there is no change to its ongoing commitments involving these games or its partners. Internally, however, the reorganization gives several geographically separated development teams a single identity and leadership structure while retaining their existing locations. The result is a larger Massive Entertainment organization built around some of Ubisoft’s established franchises alongside newer projects. Whether that structure changes how those games are ultimately developed remains to be seen, but Ubisoft is clearly positioning Massive as a global home for the portfolio.
