Ubisoft Renames Creative House 2 Massive Entertainment and Unites The Division, Ghost Recon and Splinter Cell

By CriticalPixel · 2026-09-30

Ubisoft just renamed a big chunk of itself, and the new name is one you already know. Creative House 2, the internal group that has been running Tom Clancy's The Division, Ghost Recon and Splinter Cell, is now officially Massive Entertainment, with a new original IP called March of Giants folded in. The news went up on Massive Entertainment's own site today and Wario64 flagged it on X within minutes. On paper it is a branding swap. In practice it tells you how Ubisoft wants its shooters and stealth games organized going forward, and which studio name it trusts to carry them.

Screenshot of Tom Clancy's The Division 2 from its Steam store page

What Ubisoft Actually Announced

According to the official post, Christoph Hartmann was appointed General Manager of Creative House 2 earlier this year, and its teams now operate under the shared Massive Entertainment identity. That covers development teams in Montreal, Paris, Sweden and Toronto, all pointed at the same portfolio: The Division, Ghost Recon, Splinter Cell and March of Giants. The post leans on the Swedish studio's nearly three decade legacy and calls the brand one that has earned the trust of players and industry peers. Hartmann's quote is about combining creative and technology expertise across four locations to shape the next generation of these franchises and to build new games and IPs.

The part Ubisoft wants you to read twice is the last paragraph. Massive Entertainment remains part of Ubisoft, which still publishes and distributes every game under the label, and the company says there is no change to ongoing commitments for players or partners. Translation: Ubisoft wants this read as a reporting line and a logo, not a layoff memo. That is a useful thing to say out loud given how many studio reorganizations this year have ended with a closure notice instead.

Why the Toronto Detail Matters

The most interesting read on this comes from Central Xbox, which points out that the Toronto team is the one working on the Splinter Cell Remake. By moving Toronto under the Massive banner, the remake now sits inside this shared structure alongside The Division and Ghost Recon. The outlet also notes the reorganization lands shortly after new job listings suggested the remake is still in development at Ubisoft Toronto. The rebrand itself confirms nothing about a release window, a platform list or a price, and anyone telling you otherwise is guessing.

It is worth being clear about what we do not know. Ubisoft did not say whether any team was cut, merged or moved between cities, and it did not say what March of Giants is beyond calling it a new original IP. The announcement is all structure and no schedule. If you were hoping for a Division 3 reveal or a Splinter Cell date, this is not that post. What you get is a name, a general manager, four locations and a list of franchises.

Second screenshot of Tom Clancy's The Division 2 from its Steam store page

Community Reaction Runs Cynical, With a Splinter Cell Wish

The replies under Wario64's post split into two camps. One is pure Ubisoft fatigue: the @pewdypew account called it lipstick on a pig, another user wrote that it is a different name with the same problems, and a few replies dragged the publisher over DRM and game ownership. The other camp just wants product. One reply said something Splinter Cell related is long overdue, and another shrugged that it sounds like a massive undertaking and wished the teams luck. That is a small sample from a fast moving thread, so read it as mood rather than consensus, but the mood is skeptical with a thin layer of hope sitting on top.

The CriticalPixel Take

Here is my read. Ubisoft has spent the last few years burning through studio goodwill, and Massive Entertainment is one of the few internal names that still carries real weight with players who care about The Division. Putting that name on a group that also owns Ghost Recon and Splinter Cell is a smart borrowing of reputation, but a name does not ship a game. The Division 2 is still the benchmark for what this group can do, and the pressure now sits on Hartmann to show a slate that justifies the prestige label. A rebrand earns you one news cycle. A release date earns you trust.

The other angle is consolidation. Four locations, four franchises and one identity means fewer separate banners and more shared tech, and Ubisoft says it wants to push its technology forward along with its craft. Shared engines and shared pipelines can speed up development, or they can flatten what made each series feel different. Splinter Cell fans will reasonably worry about a stealth series getting pulled toward the habits of its louder shooter siblings. Nothing in the announcement says that will happen. Nothing in it says it will not, either.

So where does that leave us? With a tidy org chart, a general manager who now owns three of Ubisoft's best known Tom Clancy brands, and a new IP with a name and no details. Until Ubisoft puts a Splinter Cell Remake trailer, a Division roadmap or a March of Giants reveal on screen, this stays a corporate announcement. Watch the next few months for what Massive Entertainment actually shows, because that is the only thing that will tell you whether the new label means anything.