Ubisoft Renames Creative House 2 To Massive Entertainment
The name of a studio founded in 1997 in Malmo is now a multi-city label covering several teams, so a brand built by one studio becomes the banner for Ubisoft's whole action shooter output.
Key Facts
- Ubisoft renamed its development division Creative House 2 to Massive Entertainment as of October 1, 2026, and revealed a new logo for the brand.
- Massive Entertainment was founded in Malmo, Sweden in 1997 and was acquired by Ubisoft in 2008.
- The renamed division brings together Ubisoft studios including Malmo, Paris, Montreal, and Toronto.
- Christoph Hartmann became General Manager of Massive Entertainment in early July 2026.
Reporting from 3 sources: 4Gamer.net, GameBusiness.jp, Game Spark.
Ubisoft announced on October 1, 2026 that its development division provisionally called Creative House 2 has taken the official name Massive Entertainment, with a new logo revealed the same day. The division now gathers multiple Ubisoft studios, among them Malmo, Paris, Montreal, and Toronto, under one brand. The Tom Clancy's line, including The Division, Ghost Recon, and Splinter Cell, plus a portfolio centered on action shooters, will be developed under the shared Massive Entertainment name. Ubisoft states the integration is meant to smooth sharing of the Snowdrop Engine and development know-how while avoiding duplication of production lines. Christoph Hartmann, named General Manager of Massive Entertainment in early July, said the teams gain the chance to bring creative energy and expertise spread across Montreal, Paris, Sweden, and Toronto together. Publishing and distribution of all games developed under the brand stays with Ubisoft, and existing commitments to players and partners are unchanged.
Massive Entertainment is not a new label. The studio was founded in Malmo, Sweden in 1997, made real-time strategy games such as Ground Control, and came under Ubisoft in 2008. Its Snowdrop Engine carried The Division series and Star Wars Outlaws.
Creative House 2 keeps its own history. Its studios were already handling Ghost Recon and Splinter Cell, with a focus on competitive and cooperative shooter experiences. Creative House 2 is the second of Ubisoft's five Creative Houses to get a permanent name, after Vantage Studios of Creative House 1, which holds Assassin's Creed and Far Cry.
Christoph Hartmann, who came from a senior post at 2K Games, took the General Manager role in early July. His statement goes further than the integration notes: "Massive Entertainment has always been characterized by passion, ambition, and exceptional talent. And now, our focus is on the future." He adds that uniting the teams lets them "shape the next generation of these iconic franchises, create new games and IP, and further develop our technology and know-how."
The portfolio also covers new original IP, including March of Giants, the free-to-play MOBA that began at Amazon. The official site says the studio will "deliver innovative, high-quality action game experiences to fans."
Ubisoft has run the five Creative Houses since early April 2026.
Synthesized by Yomimono from the 3 cited sources below, including Japanese-language reporting where cited, then editorially reviewed before publishing.