Ubisoft appoints general managers for Creative Houses 3 and 5, Creative Network

Ubisoft, the French video game publisher, has named Julien Bares as the general manager for its recently established Creative Houses 3 and 5. Bares previously held a vice-presidential role at Tencent Games since September 2020. Before Tencent, he spent nearly nine years as the general manager of 2K China and had a long career as a producer at Ubisoft for eight years. His experience also includes serving on the boards of companies like Splash Damage, Tequila Works, Don't Nod, and Sharkmob.

Creative House 3 is dedicated to live games, while Creative House 5 focuses on mobile and casual games.

In his role, Bares expressed, "I entered the games industry to create experiences that resonate with players. Leading Creative Houses 3 and 5 is an opportunity to partner with incredibly talented teams to build innovative games and deepen the connections we have with our communities. By combining powerful technology and smart collaboration across our studios, we can push the boundaries and continue building on Ubisoft's unique creative culture."

Ubisoft has also appointed Thomas Andrén to oversee its Creative Network, a new entity designed to enhance production capacities. Andrén, who joined Ubisoft's Massive studio as managing director in October 2021, became the regional MD for Sweden, Finland, and Romania two years later. His previous background includes five years at Red Bee Media and over five years at Ericsson.

Andrén remarked, "The Creative Network within Ubisoft's new operating model represents an incredible concentration of expertise, craftsmanship, and innovation. Each studio brings its own unique strengths and capabilities, and by strengthening collaboration across the network and with our Creative Houses, we can combine agility with world-class expertise to support the development of ambitious games and deliver great new experiences for players."

Earlier this year, Ubisoft revealed its Creative House structure, part of a larger strategy that included launching the Tencent-backed Vantage Studios, or Creative House 1. This restructuring also entailed the cancellation of six games and a cost-reduction plan valued at €200 million.

Ubisoft's co-founder and CEO, Yves Guillemot, commented, "I am very pleased to see Julien and Thomas stepping into these strategic roles. They both bring proven experience in game development and a shared passion for our industry. Their vision and their ability to bring together top talent will be key to creating compelling experiences that delight players, while contributing to Ubisoft's transformation and growth."