Ubisoft Rebrands Creative House 2 as Massive Entertainment
The Division, Ghost Recon and Splinter Cell now sit under the Massive Entertainment name, a studio brand from Sweden with 29 years behind it.
Ubisoft is folding one of its business units into a familiar name. Creative House 2, the division that holds Tom Clancy's The Division, Ghost Recon and Splinter Cell, will now be called Massive Entertainment. The rebrand borrows the 29-year-old identity of the Swedish studio that created The Division in the first place. That original team stays inside the same house, alongside Ubisoft Toronto and further teams in Paris and Montreal, so the shift is a rename rather than a relocation. The unit also carries new original properties, among them a project called March of Giants.
The move tidies a portfolio that has long leaned on a single licence. For decades the Tom Clancy name was the clearest signal of a tactical shooter or a stealth game, and it remained one of Ubisoft's most recognisable signatures. Gathering several studios and franchises under one established label is a simpler story for investors and storefronts than a numbered internal division, and it is as much a branding exercise as a structural one. Whether it changes anything for the games themselves is a separate question, and the announcement names no project being turned into something new.
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Where this story ran: 2 outlets on 30 September 2026. The summary above is written by GamersGuild; the links go to the original reports.