Ubisoft renames Creative House 2 to Massive Entertainment

The original Massive Entertainment studio was founded in 1997, came under Vivendi in 2002, and was sold to Ubisoft after the Activision-Vivendi merger in 2008. The studio previously worked on Assassin's Creed Revelations, Far Cry 3, two entries in The Division series, and Star Wars Outlaws.

What happened

GameSpot reports that Ubisoft has renamed Creative House 2 to Massive Entertainment. That gives an internal development group the same name as Ubisoft's already existing Massive Entertainment studio, creating immediate confusion within the company's own studio structure. The report describes Creative House 2 as the branch under which nearly all of Ubisoft's Tom Clancy titles fall, although it remains unclear whether that wording appeared exactly in an official Ubisoft statement.

According to the report, teams in Montréal, Paris, Sweden, and Toronto now fall under that name. Ubisoft says these teams are meant to help shape and expand franchises and create challenging experiences for established player communities. The rename therefore ties multiple locations to one brand name, even though the existing Massive Entertainment studio has operated under that name since 1997.

The name Massive Entertainment has referred to the Swedish studio since 1997, long before it became part of Ubisoft. The studio was acquired by Vivendi in 2002 and then sold to Ubisoft in 2008 after the Activision-Vivendi merger. GameSpot also says the studio is currently working on The Division 3, which makes the overlap with the new internal organization even more notable.

Background

Massive Entertainment previously contributed to Ubisoft projects such as Assassin's Creed Revelations and Far Cry 3. The studio also developed two games in The Division series and is named in the article as the creator of 2024's Star Wars Outlaws. That gives the Massive Entertainment name a long association with Ubisoft's biggest action and open-world franchises.

According to GameSpot, Massive Entertainment is currently working on The Division 3. By renaming Creative House 2, Ubisoft has created a situation where the same name can now refer both to the existing studio and to the renamed internal organization. That matters because the report also says the rebrand applies across multiple offices, including Montréal, Paris, Sweden, and Toronto, so this is not just a local name change.

The studio's history makes the confusion even greater. Massive Entertainment was founded in Sweden in 1997, came under Vivendi in 2002, and was sold to Ubisoft in 2008 after the Activision-Vivendi merger. Since then, the studio has been tied to several Ubisoft projects and especially to The Division series. GameSpot cites Star Wars Outlaws as the studio's most recent release in 2024, bringing the name back into focus within Ubisoft's portfolio.

The core of the news is therefore not only that Ubisoft is renaming an internal structure, but also that the new name is identical to an existing studio name that has been in use for decades. According to the report, it is still not fully clear whether Creative House 2 is an official internal label or a term used in coverage. It also remains unspecified which two entries in The Division series were developed by the studio, so the available information mainly centers on the naming, the locations, and the ownership history.

Related GAME-scanner articles

• Ubisoft moves Ghost Recon and Splinter Cell under Massive Entertainment on 1 October 2026
• Ubisoft name change to Massive Entertainment surfaces in Reddit post about Splinter Cell and The Division

Sources

• GameSpot: report on the renaming of Creative House 2 to Massive Entertainment and the background of the existing studio.