Effective Wednesday, September 30, Ubisoft announced a structural shift that places Massive Entertainment at the helm of its previously unnamed Creative House 2. The move consolidates development studios responsible for several cornerstone Tom Clancy series—Tom Clancy’s The DivisionTom Clancy’s Ghost Recon and Tom Clancy’s Splinter Cell—under a single, globally recognized label. In addition, the newly-branded house will nurture fresh intellectual property, the most prominent being March of Giants a multiplayer online battle arena title acquired from Amazon.
Creative House 2 adopts the Massive Entertainment identity
The decision follows the early-year appointment of Christoph Hartmann as General Manager of Creative House 2. Hartmann, who previously led Amazon Games, now steers the collective under the Massive Entertainment banner. In a formal statement he explained, “Massive Entertainment has always been defined by passion, ambition and incredible talent, and our focus now is on what comes next.” By unifying the disparate teams, Ubisoft aims to blend creative energy with technical expertise, creating a seamless pipeline for both legacy franchises and new ventures.
Leadership and vision
Hartmann’s mandate is clear: leverage the historic legacy of Massive, built over nearly three decades in Sweden, to accelerate innovation across all studios. He highlighted that the rebrand enables the Montreal, Paris, Sweden and Toronto teams to operate “under a shared identity,” fostering collaboration that could “shape the next generation of these iconic franchises, create new games and IPs, and push our craft and technology forward.” This leadership change does not alter Ubisoft’s publishing responsibilities; the publisher will continue to distribute all titles emerging from the Massive umbrella.
Geographic footprint of the unified studios
The newly formed Creative House 2 will draw talent from four key locations: MontréalParisSweden (often referenced as Svezia in Italian reports) and Toronto. Each site brings a distinct blend of artistic direction and engineering know-how. Montréal’s history with open-world shooters, Paris’s expertise in narrative design, Sweden’s pioneering work on AI-driven gameplay, and Toronto’s focus on multiplayer infrastructure are now channeled through a single corporate lens. This geographic integration is intended to reduce redundancy, streamline decision-making, and reinforce a unified brand voice for all upcoming releases.
Impact on existing franchises and the upcoming March of Giants
For players invested in the Tom Clancy universe, the rebrand signals continuity rather than disruption. Ubisoft assured that “there is no change to ongoing commitments for players or partners.” However, the consolidation could translate into more frequent updates, cross-title events, and a cohesive visual and technical identity across the three franchises. Meanwhile, March of Giants—originally developed by Hartmann’s team at Amazon—will benefit from Massive’s deep-rooted engine expertise, potentially accelerating its launch schedule and expanding its feature set.
Relation to Creative House 1 and future expansions
It is worth noting that Creative House 1, known as Vantage Studios already manages the Assassin’s CreedFar Cry and Rainbow Six portfolios. Creative Houses 3, 4 and 5 remain unnamed, hinting at further restructuring as Ubisoft continues its cost-reduction drive aimed at €200 million in 2026. The establishment of a strong Creative House 2 under Massive may serve as a blueprint for how the remaining houses will be organized, especially as the publisher seeks to align its global development network with market demands.
With Hartmann’s leadership and a truly international studio roster, the company appears poised to deliver fresh experiences for its dedicated player communities.
