Ubisoft’s Massive Entertainment Rebrand Has Made The Name Much More Literal And Slightly Confusing

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. Even the logo is massive. 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 p…