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Massive Entertainment Becomes Ubisoft’s Global Creative House
Ubisoft has officially given Creative House 2 its permanent identity, and it is using a familiar name. The group will now operate globally as Massive Entertainment, bringing together the teams behind The Division, Ghost Recon, and Splinter Cell, alongside newer properties such as March of Giants.
That does not simply mean Ubisoft’s existing Massive Entertainment studio in Sweden is taking direct control of everything. Instead, the Massive Entertainment name is expanding into a global label, with development teams in Sweden, Montréal, Paris and Toronto now operating under the same identity.
This is the latest major step in Ubisoft’s wider restructuring around five Creative Houses, each responsible for specific types of games, franchises, and its own commercial performance.
The Division, Ghost Recon and Splinter Cell Move Under One Banner
Creative House 2 was already earmarked for Ubisoft’s competitive and cooperative action franchises, so the actual portfolio has not changed significantly with the new name. The Division, Ghost Recon and Splinter Cell remain its biggest established properties, while March of Giants, which Ubisoft acquired from Amazon earlier this year, also sits within the group.
Ubisoft says bringing the teams together under a single identity is intended to combine their development and technology expertise while giving them clearer responsibility for growing those franchises.
That puts several important projects into the same organisational structure. The Division alone remains busy across multiple games, something we have already seen through the franchise’s recent leadership changes.
Christoph Hartmann Leads the New Massive Entertainment
Christoph Hartmann will serve as General Manager of the expanded Massive Entertainment. Ubisoft appointed Hartmann to lead Creative House 2 earlier this year after he joined the company from Amazon Games, where he most recently served as Vice President. He was also previously a co-founder and President of 2K Games.
Under the new structure, Hartmann will oversee the strategic direction of the studios and franchises operating under the Massive banner. The original Swedish Massive Entertainment remains part of the group, but its name now represents considerably more than a single studio in Malmö and Stockholm.
Ubisoft Still Has Three Creative Houses to Name
Massive Entertainment follows Vantage Studios, Ubisoft’s first Creative House, which oversees Assassin’s Creed, Far Cry, and Rainbow Six. We have already seen that structure begin influencing some of Ubisoft’s biggest releases, including through Vantage Studios’ oversight of Assassin’s Creed.
Creative Houses 3, 4 and 5 still retain their numbered identities publicly. Their portfolios have already been established, however, covering everything from The Crew and For Honor to Rayman, Prince of Persia, Just Dance and Ubisoft’s mobile catalogue.
For Massive Entertainment, the immediate change is primarily organisational rather than a fresh game announcement. Ubisoft has also stressed that existing commitments to players and partners remain unchanged.
What has changed is the scale of the name itself. Massive Entertainment is no longer just one of Ubisoft’s better-known studios; it is now the banner under which several of the publisher’s biggest action franchises will move forward.
