September 24, Malmö – Today, Ubisoft announced the appointment of Natalie Francis as Studio MD of Massive Entertainment – a Ubisoft Studio, effective October 1, 2026. Natalie will step into the role following Thomas Andrén’s recent appointment as General Manager for the Creative Network.
Natalie Francis joins Massive Entertainment from Avalanche Studios, and brings more than two decades of leadership experience across AAA game development, live services, and digital platforms. Previous experience includes leadership roles at EA DICE, Avalanche Studios Group, and Spotify, where she has contributed to several globally recognized franchises and products.
”Massive Entertainment has an extraordinary history, built by incredibly talented people and a culture that cares deeply about craft and quality. I’m excited to build on that foundation and help create the conditions for the studio and its people to thrive in its next chapter.” said Natalie Francis, Managing Director.
Christoph Hartmann, General Manager for Creative House 2, said: “Natalie’s extensive experience bringing talented, multidisciplinary teams together around a clear creative and business vision makes her ideally suited to lead Massive into its next chapter. Her track record of delivering ambitious player experiences while connecting long-term strategy with operational excellence provides a strong foundation for the studio and its talented teams moving forward.”
Massive Entertainment – a Ubisoft Studio is an award-winning game studio driven by a passion for crafting memorable worlds and experiences for players around the globe. Based in Malmö, Sweden, the studio is currently leading the development of Tom Clancy’s The Division® 2 and Tom Clancy’s The Division® 3.
Alongside these ambitious projects, Massive also spearheads Snowdrop®, Ubisoft’s cutting-edge game engine powering the Tom Clancy’s The Division franchise and a growing portfolio of Ubisoft titles. The studio is also host to the development of Ubisoft Connect – the company’s digital ecosystem and distribution platform, which brings players closer to games, communities and experiences.
