Ubisoft rebrands business unit as Massive Entertainment
Ubisoft rebrands business unit as Massive Entertainment
Updated at: October 1, 2026 at 02:15 AM
On September 30, 2026, Ubisoft officially rebranded its 'Creative House 2' division to Massive Entertainment.
This strategic move unifies teams located in Sweden, Montréal, Paris, and Toronto under one legendary brand identity.
By adopting the Massive Entertainment name, which boasts nearly 30 years of history, Ubisoft aims to streamline its development pipelines and foster better collaboration across its global studios.
General Manager Christoph Hartmann, a seasoned industry veteran, continues to lead the organization.
This change is part of Ubisoft’s wider 'Creative House' restructuring designed to improve operational focus while maintaining efficiency.
Importantly, the transition will not cause disruptions for players or partners, as Ubisoft remains the primary publisher for all ongoing projects.
While the brand is now shared, the original Malmö studio remains a key pillar of this expanded entity, ensuring a strong foundation for future innovations.
