Ubisoft has announced new leadership appointments as it continues the rollout of its Creative Houses operating model.
Julien Bares will join Ubisoft as General Manager of Creative Houses 3, focused on high-intensity live experiences, and 5, dedicated to casual and mobile play, while Thomas Andrén has been appointed General Manager of the Creative Network.
Together, they will help guide Ubisoft teams as the company transitions to a new structure designed to give development teams greater ownership of their brands and closer relationships with players.
A New Creative Houses Structure
Under Ubisoft’s new operating model, development teams are organized into five Creative Houses, each aligned around brands that share similar genres and player experiences.
Each Creative House has clear responsibility for the development and long-term growth of its brands, empowering teams with greater autonomy and accountability. Supporting them is the Creative Network, a group of expert studios providing production capabilities and specialized expertise across projects.
“I am very pleased to see Julien and Thomas stepping into these creative roles. They both bring proven experience in game development and a shared passion for our industry,” said Yves Guillemot, co-founder and CEO of Ubisoft. “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.”
Julien Bares to Lead Creative Houses 3 and 5
Julien Bares will join Ubisoft on March 23, bringing more than 25 years of experience across game development, studio leadership, and business operations spanning mobile, console, online, and social games.
Bares began his career at Ubisoft as a producer on Tom Clancy’s Ghost Recon and Tom Clancy’s Splinter Cell. Most recently, Bares served as Head of Development and Portfolio Support at Tencent Games Global. Before that, he was General Manager of 2K China.
In his new role, he will oversee two Creative Houses:
• Creative House 3, focused on high-intensity live experiences including brands such as The Crew, For Honor, and Riders Republic.
• Creative House 5, dedicated to casual and mobile play with brands including Just Dance, Growtopia, and Hungry Shark.
“I entered the games industry to create experiences that resonate with players," said Julien Bares, General Manager, Ubisoft. “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."
Thomas Andrén to Lead the Creative Network
Thomas Andrén will take on the role of General Manager of the Creative Network beginning April 1.
In this role, he will oversee a group of expert studios that provide development support and specialized capabilities to Creative Houses across Ubisoft.
Andrén brings more than 20 years of leadership experience across media, technology, and gaming. Before joining Massive Entertainment at Ubisoft, he served as Chief Operating Officer at Red Bee Media, where he led large-scale international operations and transformation initiatives.
At Ubisoft, Andrén and the teams at Massive Entertainment contributed to the development of Star Wars Outlaws and its DLCs, Avatar: Frontiers of Pandora and the From the Ashes DLC, while also helping secure the long-term roadmap for The Division franchise.
He has also strengthened cross-studio collaboration across projects and technology teams, overseeing teams including Ubisoft Bucharest, Ubisoft Craiova, and Ubisoft RedLynx.
While Andrén begins his new role in April, he will serve as interim Managing Director for Massive Entertainment until a replacement is appointed.
“The Creative Network within Ubisoft’s new operating model represents an incredible concentration of expertise, craftsmanship, and innovation,” Andrén said. “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.”
