{"rewrite":{"id":"r_d01c958aae642dcd7a3ac66b","clusterId":"c_39ff3a9ba54ed9bf687bdfa9","slug":"ubisoft-renames-creative-house-2-to-massive-entertainment","model":"deepseek-v4-1-flash","headline":"Ubisoft Renames Creative House 2 To Massive Entertainment","summary":"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.","whyItMatters":"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.","webCardHtml":"\u003cp\u003eMassive 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.\u003c/p\u003e\n\u003cp\u003eCreative 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\u0026#39;s five Creative Houses to get a permanent name, after Vantage Studios of Creative House 1, which holds Assassin\u0026#39;s Creed and Far Cry.\u003c/p\u003e\n\u003cp\u003eChristoph 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: \u0026#34;Massive Entertainment has always been characterized by passion, ambition, and exceptional talent. And now, our focus is on the future.\u0026#34; He adds that uniting the teams lets them \u0026#34;shape the next generation of these iconic franchises, create new games and IP, and further develop our technology and know-how.\u0026#34;\u003c/p\u003e\n\u003cp\u003eThe 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 \u0026#34;deliver innovative, high-quality action game experiences to fans.\u0026#34;\u003c/p\u003e\n\u003cp\u003eUbisoft has run the five Creative Houses since early April 2026.\u003c/p\u003e","blueskyPost":"Ubisoft keeps publishing and distribution rights to everything made under the Massive Entertainment banner. Studios in Malmo, Paris, Montreal, and Toronto now share one name while Ubisoft keeps the commercial layer.","twitterPost":"Ubisoft keeps publishing and distribution rights to every game made under the Massive Entertainment name, even as four studios share the brand.","threadsPost":"Four Ubisoft studios in Malmo, Paris, Montreal, and Toronto now sit under the Massive Entertainment brand. Snowdrop Engine access is the stated reason, but Ubisoft retains publishing and distribution for everything they build, so the integration stops short of full autonomy.","newsletterBlurb":"Ubisoft has given Creative House 2 an official name: Massive Entertainment, complete with a new logo. The label now covers studios in Malmo, Paris, Montreal, and Toronto, and carries the Tom Clancy's portfolio, including The Division, Ghost Recon, and Splinter Cell. It is the second of the company's five Creative Houses to be formally named, after Vantage Studios.","attributionJson":"[{\"source\":\"4Gamer.net\",\"url\":\"https://www.4gamer.net/games/999/G999901/20261001011/\",\"title\":\"Ubisoft's \\\"Creative House 2\\\" Renamed to \\\"Massive Entertainment\\\"; Development Lines for \\\"Tom Clancy's\\\" Series and More to Be Integrated\"},{\"source\":\"Game Spark\",\"url\":\"http://www.gamespark.jp/article/2026/10/01/172992.html\",\"title\":\"Ubisoft to Rename Development Studio Creative House 2 to \\\"Massive Entertainment\\\"; Studio Inherits Name of 'The Division' Series Developer\"},{\"source\":\"GameBusiness.jp\",\"url\":\"https://www.gamebusiness.jp/article/2026/10/02/28197.html\",\"title\":\"Ubisoft to Rename Development Studio Creative House 2 to \\\"Massive Entertainment\\\"; Developer Known for the 'Division' Series Will Carry On the Name\"}]","lintFlagsJson":null,"lintHits":0,"costUsd":0,"inputTokens":13719,"outputTokens":1404,"status":"published","repairAttempts":0,"nextRepairAt":null,"factsAttemptedAt":1791057497,"createdAt":"2026-10-03T19:46:22.000Z","publishedAt":"2026-10-03T19:48:24.000Z","updatedAt":"2026-10-03T19:48:24.000Z"},"cluster":{"id":"c_39ff3a9ba54ed9bf687bdfa9","canonicalTitle":"Ubisoftの「Creative House 2」が「Massive Entertainment」へと改称。「Tom Clancy's」シリーズなどの開発ラインを統合へ","representativeArticleId":"a_420b71ae569649533c8db724","sourceCount":3,"writtenSourceCount":3,"writeAttempts":0,"isSolo":false,"entitiesJson":"{\"anime_titles\":[],\"manga_titles\":[],\"work_titles\":[\"Tom Clancy's\",\"The Division\"],\"studios\":[\"Ubisoft\",\"Massive Entertainment\"],\"people\":[],\"type\":\"business\",\"domain\":\"games\",\"is_roundup\":false}","contentType":"news","status":"published","firstSeenAt":"2026-10-01T03:33:35.000Z","lastSeenAt":"2026-10-01T21:15:02.000Z","updatedAt":"2026-10-03T19:48:21.000Z"},"attribution":[{"source":"4Gamer.net","url":"https://www.4gamer.net/games/999/G999901/20261001011/","title":"Ubisoftの「Creative House 2」が「Massive Entertainment」へと改称。「Tom Clancy's」シリーズなどの開発ラインを統合へ"},{"source":"GameBusiness.jp","url":"https://www.gamebusiness.jp/article/2026/10/02/28197.html","title":"ユービーアイ、開発スタジオ・クリエイティブハウス2を「Massive Entertainment」に改名へ。『ディビジョン』シリーズで知られるデベロッパーの名前を受け継ぐ"},{"source":"Game Spark","url":"http://www.gamespark.jp/article/2026/10/01/172992.html","title":"ユービーアイ、開発スタジオ・クリエイティブハウス2を「Massive Entertainment」に改名へ。『ディビジョン』シリーズで知られるデベロッパーの名前を受け継ぐ"}],"entities":{"anime_titles":[],"manga_titles":[],"work_titles":["Tom Clancy's","The Division"],"studios":["Ubisoft","Massive Entertainment"],"people":[],"type":"business","domain":"games","is_roundup":false},"keyFacts":["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."]}