Ubisoft Rebrands Creative House 2 Division as Massive Entertainment

Ubisoft has retired its internal Creative House 2 designation, officially rebranding the production division as Massive Entertainment, according to a report from GamesIndustry.biz.

The restructured unit serves as the organizational home for several of the publisher's core action franchises, including Tom Clancy's The Division, Ghost Recon, and Splinter Cell. It also manages emerging original properties, such as the upcoming title March of Giants.

By taking the Massive Entertainment moniker, the business unit adopts the identity of the 29-year-old Swedish development house that initially created The Division. That flagship Malmö-based studio will anchor the division alongside Ubisoft Toronto and additional development groups operating out of Paris and Montreal.

## Brand Consolidation

The move marks a shift away from utilitarian corporate labels in favor of established, player-facing development names. Consolidating production outposts in Canada and France under a single Swedish studio label suggests a tighter operational alignment for Ubisoft's shooter portfolio.

For Hollywood Tomorrow, the rebranding reflects a broader industry push to simplify complex multi-studio hierarchies. As major publishers reassess production overhead and franchise management, elevating proven studio brands provides clearer creative oversight across globally distributed teams.