Ubisoft renames Creative House 2, home of The Division, Ghost Recon and Splinter Cell, as Massive Entertainment
Ubisoft has announced a rebranding of its Creative House 2 business unit, which will now operate under the name Massive Entertainment. This move elevates the Swedish studio’s name—which originated the Division franchise—to serve as the umbrella brand for a major portion of Ubisoft’s game portfolio.
The restructured Massive Entertainment will oversee development of three key Tom Clancy franchises: The Division, Ghost Recon, and Splinter Cell. Beyond these established series, the business unit will also work on new original intellectual property, including March of Giants. The studio consolidates talent from multiple international locations, with teams based in Sweden, Toronto, Montreal, and Paris working under this new organizational structure.
The announcement comes as part of Ubisoft’s broader restructuring efforts, described as its “third and final phase.” The publisher is cutting 180 million euros in costs as part of this reorganization—slightly lower than the 200 million euros initially reported for this phase. The rebranding aligns with leadership changes at the company, following Christoph Hartmann’s recent appointment as General Manager.
By consolidating these major franchises and international teams under the Massive Entertainment banner, Ubisoft is streamlining its organizational structure while giving the Swedish studio greater prominence within the company’s game development hierarchy.