Ubisoft has officially named Massive Entertainment as the global brand for its studio group previously known internally as “Creative House 2,” according to company announcements reported on September 30. Led by general manager Christoph Hartmann, the newly titled group unifies development teams across Montréal, Paris, Sweden, and Toronto under a single operational identity.
Massive Entertainment Unifies Global Studios under New Operating Structure
The newly branded Massive Entertainment umbrella encompasses development teams responsible for major Ubisoft franchises, including Tom Clancy’s The Division, Ghost Recon, and Splinter Cell. In addition to these established properties, the group manages new original intellectual property, including March of Giants. This multiplayer online battle arena game was acquired from Amazon, where it was previously developed by Hartmann and his team before he joined Ubisoft as the former head of Amazon Games.
The Sweden-based studio bearing the Massive name has been part of Ubisoft since 2008. Effective September 30, development staff in Montréal, Paris, Sweden, and Toronto operate directly beneath this unified brand banner. According to a statement issued by Hartmann, the restructuring combines creative energy and technical expertise across all four locations to shape the next generation of these iconic franchises and push craft and technology forward.
Corporate Restructuring and Ongoing Cost Reduction Goals
Massive Entertainment remains fully integrated within Ubisoft, which continues to publish and distribute all games produced by the studio group. Ubisoft confirmed that the structural rebrand causes no disruption or changes to ongoing commitments for players or industry partners.
This brand consolidation operates alongside Ubisoft’s broader organizational overhaul. In October 2025, the France-based publisher established its creative house-led operating model by designating Vantage Studios as Creative House 1—a portfolio that includes the Assassin’s Creed, Far Cry, and Rainbow Six franchises. Ubisoft’s remaining studio groups, designated as Creative House 3, 4, and 5, currently remain unnamed.
Over the past year, Ubisoft has implemented extensive corporate restructuring and multiple rounds of layoffs. The publisher has publicly stated its financial target to achieve an additional €200 million in cost reductions throughout 2026.
Keep reading