Ubisoft’s new operating model groups its game brands into five genre-focused Creative Houses, each responsible for development and publishing decisions across its portfolio. Vantage Studios leads the first house, covering Assassin’s Creed, Far Cry, and Rainbow Six. The other four focus on shooters, live games, immersive worlds, and casual and family games. Ubisoft says the structure is intended to bring decisions closer to brands and players; its announcements describe the plan, not proof that it has already improved games or performance.
What are Ubisoft’s five Creative Houses?
Ubisoft announced the house assignments on January 21, 2026. The houses are business units organized around genres and brands—not simply five groups of studios. Ubisoft said each would combine development and go-to-market functions and take responsibility for its brands and financial performance.
| House | Stated focus | Brands named by Ubisoft |
|---|---|---|
| 1 — Vantage Studios | Scale and extend Ubisoft’s largest established franchises | Assassin’s Creed, Far Cry, Rainbow Six |
| 2 | Competitive and cooperative shooter experiences | The Division, Ghost Recon, Splinter Cell |
| 3 | A roster of select live experiences | For Honor, The Crew, Riders Republic, Brawlhalla, Skull & Bones |
| 4 | Immersive fantasy worlds and narrative-driven universes | Anno, Might & Magic, Rayman, Prince of Persia, Beyond Good & Evil |
| 5 | Casual and family-friendly games | Just Dance, Idle Miner Tycoon, Ketchapp, Hungry Shark, Invincible: Guarding the Globe, Uno, Hasbro |
These are the brands listed in Ubisoft’s January 2026 announcement. A franchise assignment should not be read as a guarantee that one house will develop every game or future project associated with that brand. Ubisoft said four new IPs were in development, including March of Giants, but deferred announcing which houses would own them.
What responsibilities do the houses have?
Ubisoft described each house as an integrated unit combining production and publishing. Its stated remit includes development, brand development, content strategy, editorial direction, publishing, marketing, sales go-to-market, and financial ownership. Dedicated leadership teams are meant to make decisions within a clearer genre and brand focus.
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CEO Yves Guillemot said the houses would “unify the gamer relationship” by combining production and publishing. Ubisoft also said they should develop experiences for defined audiences and engage player communities earlier and more continuously during development. These are the company’s intended ways of working, not independently verified outcomes.
How do the Creative Network and Core Services fit in?
The houses own strategic direction for their brand portfolios, while other parts of the model support production across those portfolios.
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- Creative Network: Studios can provide co-development capacity or take on end-to-end production mandates under a house’s strategic direction. The network supplies development capacity and specialist expertise across houses rather than owning the same kind of brand portfolio.
- Core Services: Shared production, technology, infrastructure, and business capabilities. Ubisoft listed production standards and tools, localization, playtests, analytics, quality assurance, engines, online services, IT, media planning, influencer and direct-to-player capabilities, pricing, distribution, and customer support.
- Headquarters: Intended to concentrate on strategy, governance, performance management, and capital discipline.
Why is Ubisoft reorganizing?
Ubisoft says it wants to move decisions closer to individual brands and players, strengthen specialization and accountability, and focus on open-world adventures and games-as-a-service-native experiences. Organizing around genres and brands is intended to give each house clearer ownership of creative and financial decisions, while shared services and the Creative Network support work across the company.
The change came with a broader portfolio reset. In its January announcement, Ubisoft said it had discontinued six games: the Prince of Persia: The Sands of Time remake, four unannounced games (including three new IPs), and a mobile game. It also said seven games would receive more development time. Those are decisions announced at the time; they do not establish the later release status or quality of other projects.
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Ubisoft also said its existing €100 million fixed-cost savings program was expected to be completed by March 2026 and set a further €200 million fixed-cost reduction objective over two years. These were targets, not confirmed results in that announcement. The reorganization’s intended benefits likewise remain distinct from evidence that it has improved creative quality, development speed, or financial performance.
When did the model roll out, and who leads it?
Ubisoft said in its February 12, 2026 update that Vantage Studios had been operational since October and that the rest of the model was being prepared to start in early April. The company also said allocations of studios and capabilities among the houses and Creative Network had been announced. Later leadership releases show that implementation announcements continued during 2026; the initial schedule alone does not verify that every transition milestone was completed as planned.
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- On March 17, Ubisoft named Julien Bares general manager of Houses 3 and 5, and Thomas Andrén general manager of the Creative Network, with Andrén’s role due to begin April 1.
- In July, Ubisoft announced Christoph Hartmann as general manager of House 2. Ubisoft’s regional announcement identifies him as a co-founder and former president of 2K Games.
Leadership, studio allocations, and portfolio plans can change as the model develops. Ubisoft’s releases provide dated announcements, not a complete ongoing status record.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.What does the company’s financial context tell us?
Ubisoft reported €1,110.1 million in net bookings for the first nine months of FY2025–26, up 17.6% year on year, and around 130 million active users across console and PC in calendar 2025. These are company-reported figures in its February 12 release. They provide context for the business during the transition, but do not show that the Creative Houses caused the bookings or user activity.
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