Games company Ubisoft has landed on a name for what it has been calling “Creative House 2,” led by general manager Christoph Hartmann, the former head of Amazon Games who recently joined the team. The group is being named Massive Entertainment, adopting the name of Ubisoft’s Sweden-based studio that has been part of the company since 2008. Massive Entertainment is the global label for titles including Tom Clancy’s “The Division,” “Ghost Recon” and “Splinter Cell,” alongside new original IP including “March of Giants,” a multiplayer online battle arena game Ubisoft acquired from Amazon (where it was previously developed by Hartmann and his team).
Effective Wednesday (Sept. 30), development teams responsible for these franchises in Montréal, Paris, Sweden and Toronto will operate under the Massive Entertainment brand. There is “no change to ongoing commitments for players or partners,” Ubisoft said. Ubisoft’s Creative House 1 is Vantage Studios, as announced in October 2025 as part of its creative house-led operating model.
The Vantage Studios portfolio includes franchises :Assassin’s Creed,” “Far Cry” and “Rainbow Six.” Its other groups (Creative House 3, 4 and 5) have not been named. In the past year, Ubisoft has undergone major restructuring and multiple rounds of layoffs. The France-based company has said it is aiming for €200 million in additional cost reductions in 2026.
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