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Former Avalanche Studios chief Natalie Francis joins Massive Entertainment as managing director

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Former Avalanche Studios chief Natalie Francis joins Massive Entertainment as managing director

Francis will step into the role starting October 1st following Thomas Andren's recent appoint as general manager for the creative network.

Natalie Francis, former head of studio operations and development at DICE and chief development officer at Avalanche Studios, is joining Massive Entertainment on October 1st.

As announced by the studio, Francis will be the new managing director of the Ubisoft subsidiary, which has worked on the likes of Avatar: Frontiers of Pandora and Star Wars Outlaws in recent times.

"Massive Entertainment has an extraordinary history, built by incredibly talented people and a culture that cares deeply about craft and quality," Francis says in the announcement. "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."

Meanwhile, Christoph Hartmann, general manager for Creative House 2—one of the structural subdivisions within Ubisoft after its restructuring earlier this year—speaks about Francis' longstanding legacy and translating those skills to her new role.

"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 has had a rocky 2026, which can be said for most of Ubisoft subsidiaries. In October 2025, the parent company announced yet another staff reduction across its global network of studios, specifically around Massive, taking the form of a voluntary buyout .


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