French video game publisher Ubisoft has announced a key leadership appointment within its recently reorganized creative structure. The company has named industry veteran Julien Bares as the general manager for its newly established Creative Houses 3 and 5. This move is part of Ubisoft’s broader strategic shift to consolidate its development studios into a network of specialized creative hubs.
Bares brings significant experience from major players in the gaming industry. He previously held positions at Tencent, the Chinese technology and gaming conglomerate, and at 2K, a prominent label under Take-Two Interactive known for franchises like “BioShock” and “Borderlands.” His background spans publishing and development, providing a blend of commercial and creative expertise relevant to leading these new entities.
Background on Ubisoft’s Creative Network Restructure
The appointment follows Ubisoft’s decision to group its worldwide development studios into a “Creative Network” comprising several distinct Creative Houses. Each house is designed to operate with a degree of autonomy, focusing on specific franchises or genres. The goal of this reorganization is to streamline decision making, empower creative teams, and improve operational efficiency across the company’s extensive portfolio of game development.
Creative Houses 3 and 5 are two central components of this new framework. While Ubisoft has not publicly detailed the specific franchises or studios that will fall under each house, they are expected to be critical to the company’s future pipeline of AAA game titles. The naming of a general manager is a concrete step in activating these divisions and defining their strategic direction.
Implications for Development and Strategy
Leadership of a Creative House involves overseeing all aspects of game production, from initial concept through to development and support. The general manager is responsible for project viability, resource allocation, and ensuring alignment with Ubisoft’s overall business objectives. Bares’s experience with global publishers like Tencent and 2K is likely viewed as valuable for navigating the complexities of modern game development and live service management.
This restructuring occurs as Ubisoft, like many in the industry, seeks to refine its development processes after facing challenges with project delays and cancellations in recent years. The company has stated that the Creative Network model is intended to foster a more agile and accountable environment, potentially leading to more consistent delivery of high quality games.
The establishment of clear leadership for these houses is a signal to investors and the industry that Ubisoft is progressing with its operational overhaul. It provides a point of accountability for the projects incubated within these groups and clarifies the chain of command within the revamped creative side of the business.
Looking Ahead for Ubisoft’s Creative Units
With the general manager position now filled, the next steps for Creative Houses 3 and 5 will involve further internal structuring, team assignments, and project green lighting. Industry observers will be watching for announcements regarding which existing Ubisoft franchises, such as “Assassin’s Creed,” “Far Cry,” or “Tom Clancy’s Rainbow Six,” will be managed by these specific houses, or if they will shepherd entirely new intellectual property.
The success of this model will ultimately be measured by the output and performance of the games these houses produce. Ubisoft’s leadership likely expects the new structure, led by experienced executives like Julien Bares, to enhance creative output and operational stability in the coming years as the company works to solidify its position in a competitive global market.
Source: GamesIndustry.biz
