New ‘Assassin’s Creed’ Leadership Team Set at Ubisoft, Including ‘Black Flag,’ ‘Origins’ Alums
In a significant strategic realignment poised to redefine the trajectory of one of gaming’s most enduring franchises, Ubisoft has announced the appointment of three seasoned executives to spearhead the future of its beloved “Assassin’s Creed” series. This move signals a profound commitment to revitalizing and future-proofing the brand, entrusting its legacy and evolution to a triumvirate whose collective experience spans the franchise’s most critically acclaimed and transformative titles, including the perennial fan-favorite, “Assassin’s Creed IV: Black Flag.”
This leadership overhaul emerges from a broader organizational restructuring within Ubisoft, an industry titan grappling with the evolving landscape of post-pandemic gaming and the imperative to streamline operations for enhanced creative output and market performance. At the heart of this transformation is the creation of five distinct “creative houses,” a model championed by Ubisoft CEO Yves Guillemot. These houses are designed to foster greater autonomy, focus, and agility within the company’s vast development ecosystem. Vantage Studios, the powerhouse subsidiary responsible for managing some of Ubisoft’s most valuable intellectual properties, including the “Assassin’s Creed,” “Rainbow Six Siege,” and “Far Cry” franchises, stands as a cornerstone of this new structure, directly overseeing the strategic direction of these flagship titles.
The “Assassin’s Creed” franchise, a cornerstone of Ubisoft’s portfolio for nearly two decades, has carved out a unique niche in the gaming world. Since its inception in 2007, it has captivated millions with its innovative blend of historical fiction, parkour traversal, stealth mechanics, and a compelling meta-narrative involving an ancient conflict between the Assassin Brotherhood and the Templar Order. The series has not merely presented historical settings; it has allowed players to inhabit them, exploring meticulously recreated ancient Egypt, Renaissance Italy, Victorian London, and Viking-era England, among others. Its commitment to historical detail, coupled with a fantastical sci-fi underpinning, has resonated deeply with a diverse global audience, including a significant female demographic drawn to its rich storytelling, complex characters, and the agency of exploring pivotal historical moments.
The evolution of “Assassin’s Creed” has been a testament to both innovation and the challenges of maintaining consistency across a sprawling saga. From its initial stealth-action roots to its more recent metamorphosis into expansive open-world RPGs with “Origins,” “Odyssey,” and “Valhalla,” the series has continuously sought to redefine itself. These changes, while invigorating for many, have also sparked discussions among long-time fans about the delicate balance between embracing new mechanics and preserving the “core DNA” that defines the experience. It is against this backdrop of both celebrated history and future potential that the new leadership team steps forward.
Leading this formidable trio is **Martin Schelling**, who assumes the pivotal role of Head of the “Assassin’s Creed” brand. In this capacity, Schelling will be entrusted with the overarching strategy and long-term vision for the franchise, a role that demands a deep understanding of market trends, player expectations, and the creative potential of the IP. His appointment reflects a clear intention to steer “Assassin’s Creed” not just as a series of games, but as a multi-faceted global entertainment brand. Schelling brings to this critical position a wealth of experience, having most recently served as Ubisoft’s chief production officer, where he was responsible for overseeing development workflows across the company’s extensive portfolio. This background equips him with an invaluable perspective on the intricate processes and logistical challenges inherent in producing AAA titles on a global scale.
Schelling’s connection to the “Assassin’s Creed” universe runs deep, with significant leadership roles on some of its most impactful iterations. His work on titles such as “Revelations,” “Black Flag,” “Origins,” and “Valhalla” demonstrates a remarkable versatility and a profound understanding of the series’ diverse phases. “Assassin’s Creed IV: Black Flag,” in particular, is frequently cited by fans and critics alike as a high watermark for its innovative naval combat, compelling pirate narrative, and vibrant open world. His involvement in “Origins” marked a crucial turning point, signaling the franchise’s successful pivot to a more RPG-centric design that revitalized its commercial and critical fortunes. Schelling’s diverse experience across these different eras positions him uniquely to articulate and execute a long-term strategy that honors the past while boldly forging the path for future innovations, ensuring the brand’s continued relevance and appeal to a new generation of players.
Complementing Schelling’s strategic vision is **Jean Guesdon**, appointed as Head of Content for the franchise. Guesdon’s role is inherently creative, focusing on overseeing the brand’s creative direction, providing crucial support for individual game development, and guiding the artistic evolution of “Assassin’s Creed” while meticulously “staying true to its core DNA.” This emphasis on the “core DNA” is particularly significant for a franchise with such a rich and complex lore, suggesting a concerted effort to balance innovation with the foundational elements that have endeared it to millions.
Guesdon is a true veteran designer at Ubisoft, whose credits impressively trace back to the original 2007 “Assassin’s Creed” game. This deep institutional knowledge and long-standing creative involvement underscore a commitment to preserving the authentic spirit of the series. His creative directorship on both “Assassin’s Creed Origins” and “Assassin’s Creed IV: Black Flag” highlights his proven ability to innovate within the franchise’s established framework. On “Black Flag,” Guesdon helped craft a narrative that, while departing from traditional Assassin-Templar conflict, captured hearts with its swashbuckling adventure and memorable characters, demonstrating how core tenets like exploration and freedom could be reinterpreted. With “Origins,” he was instrumental in shaping the open-world RPG elements that breathed new life into the series, successfully re-imagining combat, progression, and world design while still grounding the experience in a compelling historical setting and the origins of the Brotherhood. Guesdon’s appointment signals a dedication to maintaining the narrative integrity and creative vision that are paramount to the franchise’s enduring success, ensuring that future installments remain resonant and meaningful to its passionate player base.
Rounding out this leadership triumvirate is **François de Billy**, who steps into the role of Head of Production Excellence. This title, as defined by Ubisoft’s Vantage Studios, is specifically designed to “strengthen production practices and execution across the brand.” In the demanding landscape of AAA game development, where projects can span years, involve hundreds of developers across multiple studios, and command budgets rivaling Hollywood blockbusters, production excellence is not merely a goal but a necessity. It encompasses everything from efficient workflow management and quality assurance to fostering a sustainable development environment and delivering polished experiences on schedule.
De Billy’s background as production director on two of the franchise’s most ambitious recent titles, “Assassin’s Creed: Valhalla” and “Assassin’s Creed: Origins,” makes him an ideal candidate for this role. Both games were gargantuan undertakings, pushing the boundaries of open-world design, narrative scope, and technical complexity. His experience in managing the intricate logistics of these projects—coordinating diverse teams, overseeing asset creation, ensuring technical stability, and navigating the inevitable challenges of large-scale game development—will be invaluable. His focus will be on refining and optimizing the development pipeline, ensuring that the creative visions articulated by Guesdon and the strategic directives set by Schelling are executed with unparalleled efficiency and quality. This role is crucial for avoiding pitfalls common in major game development, such as “crunch” culture or unfulfilled promises, ultimately contributing to a better product and a healthier development process.
The integration of this new trio into the existing “Assassin’s Creed” leadership framework will unfold in the coming weeks. They will collaborate closely with Andrée-Anne Boisvert, who serves as producer for “Assassin’s Creed’s” cross-brand initiatives and head of technological excellence, and Lionel Hiller, vice president of brand and go-to-market strategy. This expanded and diversified leadership team signifies a holistic approach to the franchise, addressing not only creative and production aspects but also technological innovation and market positioning. Boisvert’s expertise in cross-brand initiatives and technology will be vital in ensuring seamless integration across various platforms and potentially exploring new technological frontiers for the series, while Hiller’s strategic insights will guide how the brand connects with its audience and expands its reach globally. The synergy between these experienced leaders is expected to create a robust and dynamic environment capable of navigating the complexities of modern game development and entertainment.
This restructuring within Ubisoft, and specifically for “Assassin’s Creed,” comes at a critical juncture for the company. Following an initial surge during the pandemic, the gaming industry has experienced a recalibration, leading to increased competition, evolving player expectations, and financial pressures. Ubisoft, like many major publishers, has been re-evaluating its strategies to ensure long-term growth and sustained creative output. The shift to a “creative houses” model, as spearheaded by CEO Yves Guillemot, represents a deliberate effort to empower individual teams, clarify objectives, and foster a more focused development environment, moving away from a more centralized structure that may have hindered agility. By placing “Assassin’s Creed” under the direct purview of Vantage Studios and installing this new, specialized leadership team, Ubisoft is making a clear statement about the importance of this franchise to its future. It is a calculated move to ensure that one of its crown jewels not only survives but thrives in an increasingly competitive and rapidly evolving global entertainment landscape, promising an exciting new chapter for the iconic saga and its dedicated legion of fans worldwide.
