Rebranding Hiburan Besar-besaran Ubisoft Membuat Nama Ubisoft Jauh Lebih Literal dan Sedikit Membingungkan

After folding several of its studios into "Creative Houses" earlier this year, Ubisoft has announced a rebranding for Creative House 2, which might be slightly confusing. The branch that is home to almost all of Ubisoft's Tom Clancy-branded games, Creative House 2 will now be known as Massive Entertainment, which is also the name of one of Ubisoft's longest-serving studios. Massive Entertainment, as a studio, will still exist within Massive Entertainment the Creative House, and this arm of Ubisoft will continue to grow existing IP and work on new projects, like the upcoming March of Giants.

"Starting today, development teams responsible for these franchises in Montréal, Paris, Sweden, and Toronto will operate under the Massive Entertainment brand, bringing together their creative and technology expertise to shape its future, grow these franchises and craft challenging experiences for dedicated player communities," Ubisoft said in a statement.

Massive Entertainment--the studio--was established in 1997 in Sweden, and it was acquired in 2002 by Vivendi. After Activision and Vivendi merged in 2008, the developer was sold to Ubisoft and has remained with the publisher ever since. The developer has been a hitmaker for Ubisoft, assisting Ubisoft Montreal on major titles such as Assassin's Creed Revelations and Far Cry 3, while also developing two entries in The Division series. Its most recent release was the divisive Star Wars Outlaws in 2024, and the studio is currently working on The Division 3.

This rebranding follows in the footsteps of Creative House 1, which is known as Vantage Studios. This Ubisoft subsidiary--in which Tencent owns a major stake --is responsible for Assassin's Creed, Far Cry, Tom Clancy's Rainbow Six, and in total, there are five Creative Houses and one Creative Network that provides production support for the various studios. Earlier this year, Ubisoft teased that several new IP are in development, but the restructuring hasn't been smooth sailing for the people working at the publisher.

Cost-cutting measures have resulted in the cancellation of games like the Prince of Persia: The Sands of Time remake, the shutdown of several Ubisoft studios, a return-to-office mandate, and numerous layoffs across the entire company.