Ubisoft’s new operating model organizes much of its game business into five genre- and brand-focused Creative Houses. Each house is intended to combine development and publishing responsibilities, oversee its named brands, and own its financial performance. A cross-house Creative Network supplies studio capacity and expertise, while shared Core Services provide common tools and operations.
What are Ubisoft’s five Creative Houses?
Ubisoft listed these assignments in its January 21, 2026 announcement. The groups are organized around genres and franchises, not as five equal-sized studios or a complete map of every project. A franchise assignment does not establish that one house alone will develop every game or future project associated with that brand.
| 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 |
Ubisoft said four new intellectual properties were in development, including March of Giants, but deferred saying which Creative House would oversee them. Ubisoft’s January 21 announcement is the source for the listed assignments.
What does each house control?
Ubisoft describes each house as an integrated business unit combining production and publishing. Its intended remit includes development, brand development, content strategy, editorial direction, publishing, marketing, sales go-to-market, and financial ownership. CEO Yves Guillemot said the houses would bring production and publishing together around clear genre and brand focuses, each led by a dedicated leadership team.
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That is the announced design, not evidence that the new arrangement has already improved game quality, decision speed, or financial results. The company’s releases describe aims and rollout plans rather than an independent assessment of outcomes.
What do the Creative Network and Core Services do?
Creative Network: flexible studio capacity
The Creative Network is a group of studios that can contribute co-development or take on end-to-end production mandates under a Creative House’s strategic direction. It supports the houses’ production needs rather than serving as another house with its own listed franchise portfolio.
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Core Services: shared capabilities
Core Services provide common production, technology, infrastructure, and business capabilities. Ubisoft’s examples include 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: strategy and oversight
Ubisoft said headquarters would concentrate on strategy, governance, performance management, and capital discipline. Together, these layers are intended to let the houses lead brand and game decisions while shared teams support work that can be handled across the company.
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- Wield the powers of the gods like Achilles' sword and Daidalos' wings to battle powerful enemies and solve ancient puzzles.
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Why is Ubisoft reorganizing?
Ubisoft says the change is meant to bring decisions closer to its brands and players, sharpen specialization and accountability, and focus the company on open-world adventures and games-as-a-service-native experiences. It also says the houses should own the gamer relationship and engage player communities earlier and more continuously during development. Those are Ubisoft’s stated goals; the announcements do not establish that the new structure has achieved them.
The organizational change came alongside a broader portfolio reset. In January 2026, Ubisoft said it had discontinued six games: the Prince of Persia: The Sands of Time remake, four unannounced games (including three new intellectual properties), and one mobile game. It also said seven games would receive more development time.
Rank #4
- Designed to bring together families, friends, and neighbors, MONOPOLY is perfect for game nights! Play with up to six players in your living room or online from around the world.
- Feel the essence of tabletop gaming in every move as you buy, sell, trade, and scheme your way to riches. You can now manipulate your token, moving it around and making jumps.
- With next-gen quality and a detailed 3D city, MONOPOLY brings the classic franchise to a new level. Move around the board to explore the city and its different neighborhoods, or spy on your opponents before your next move.
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The same announcement set financial targets: completion by March 2026 of an existing €100 million fixed-cost savings program, and a further €200 million in fixed-cost reductions over two years. These were announced targets, not proof in that release that the savings were subsequently achieved. Ubisoft’s January reset announcement describes the portfolio and cost actions.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.When did the new model roll out?
Ubisoft said Vantage Studios had been operational since October 2025. In its February 12, 2026 update, it said the rest of the model was being prepared to begin in early April and that studio and capability allocations across the houses and Creative Network had been announced.
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Leadership announcements continued during 2026. On March 17, Ubisoft named Julien Bares as general manager of Houses 3 and 5, and Thomas Andrén as 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; the company’s regional announcement identifies him as a 2K Games co-founder and former president.
These are dated company announcements, not confirmation that every transition milestone was completed precisely on the original schedule. Leadership, allocations, rollout status, and franchise plans can change.
What the reorganization does—and does not—tell investors
The new structure makes responsibility more legible: Ubisoft has named the franchises grouped under each house and described the functions each unit is meant to combine. It also separates those brand portfolios from cross-house production capacity and shared services.
Company-reported figures provide context, but do not demonstrate that the restructuring caused a business result. Ubisoft reported €1,110.1 million in net bookings for the first nine months of fiscal year 2025–26, up 17.6% year over year, and around 130 million active users across console and PC in calendar 2025. Those figures were published in February 2026; they are not a measure of the new model’s impact.
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For a personal-finance reader, the practical distinction is between an organizational plan and demonstrated financial performance. Ubisoft has explained how it intends to assign creative and business responsibility, but the cited announcements do not evaluate whether the houses will improve results.
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