Natalie Francis, a veteran of the gaming industry with a storied past at DICE and Avalanche Studios, is trading her hat for a new role as managing director at Massive Entertainment. Starting October 1st, Francis will take the reins from Thomas Andren, who recently stepped into the position of general manager for Ubisoft’s creative network.
Francis brings an impressive track record to the table, having overseen studio operations and development at DICE and serving as chief development officer at Avalanche Studios. Her extensive experience in bringing together talented teams around a clear creative vision will undoubtedly be put to good use at Massive Entertainment, which has been making waves with titles like Avatar: Frontiers of Pandora and Star Wars Outlaws.
Christoph Hartmann, general manager for Creative House 2 within Ubisoft, sang Francis’ praises in the announcement, highlighting her ability to deliver ambitious player experiences while connecting long-term strategy with operational excellence. “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,” Hartmann said.
Massive Entertainment has had a tumultuous year, with the parent company Ubisoft announcing staff reductions across its global network of studios, including a voluntary buyout at the studio in October 2025. The restructuring continued in January this year, with 55 redundancies proposed at both Massive and Ubisoft Stockholm. Other Ubisoft subsidiaries, such as those in San Francisco, Winnipeg, Belgrade, and Barcelona, have also felt the pinch.
Despite these challenges, Massive Entertainment remains committed to delivering top-notch experiences for players. The studio is currently leading development on Tom Clancy’s The Division 2 and its upcoming sequel, Tom Clancy’s The Division 3. With Francis at the helm, fans can expect a renewed focus on quality and craft – core values that have defined Massive Entertainment’s history.
As Francis prepares to take the reins, she expressed her excitement about joining the studio and building on its rich legacy. “Massive Entertainment has an extraordinary history, built by incredibly talented people and a culture that cares deeply about craft and quality,” she said in the announcement. With her extensive experience and passion for delivering exceptional gaming experiences, Natalie Francis is poised to lead Massive Entertainment into its next chapter with confidence.
The appointment of Francis as managing director marks a significant shift for Ubisoft’s creative network, and fans are eagerly anticipating what this means for the future of VR and XR development at Massive Entertainment. Will Francis’ leadership bring about a new era of innovation and creativity? Only time will tell, but one thing is certain: with her expertise at the helm, Massive Entertainment is poised to take on the challenges of the gaming industry head-on.
Source: Game Developer XR — 2026-09-24