Ubisoft Restructuring and Executive Changes Impacting Assassin’s Creed

It’s been a rough stretch for Ubisoft. Layoffs. Project cancellations. Leadership shake‑ups. You could feel the uncertainty hanging over everything—especially around Assassin’s Creed, one of the company’s biggest pillars.

After years of steady direction, the departure of long‑time franchise head Marc-Alexis Côté left a noticeable gap. He’d been involved with Assassin’s Creed for two decades. That’s not a small thing. When someone who helped shape a series for that long steps away, people start wondering what comes next.

And honestly, the community has been wondering exactly that.

Ubisoft acknowledged it. They admitted the future of the franchise has been a major topic among fans. So instead of staying quiet, they addressed it directly—with a leadership update that signals a strategic reset.

Assassin’s Creed New Leadership Team and Franchise Strategy

Ubisoft has introduced what they describe as a “trio of experts” to guide the next era of Assassin’s Creed. Not one replacement. Three focused leaders.

Here’s how the new structure breaks down:

Martin Schelling – Head of Brand and Long-Term Vision

Martin Schelling will lead the franchise team and oversee the overall strategy, long-term vision, and development of Assassin’s Creed.

That’s the big-picture role. The compass. The job of making sure Assassin’s Creed isn’t just shipping games—but heading somewhere meaningful. In a franchise this large, vision matters. Without it, you get scattered releases instead of a cohesive universe.

His role suggests Ubisoft wants tighter direction and brand clarity going forward.

Jean Guesdon – Head of Content and Creative Direction

Jean Guesdon will oversee creative direction, support ongoing projects, and help shape the franchise’s future while keeping it aligned with its DNA.

That last part matters. “Remain true to its DNA.”

Assassin’s Creed has evolved a lot over the years—sometimes boldly, sometimes controversially. Having someone focused specifically on protecting its core identity signals that Ubisoft understands the balancing act. Innovation is important. But so is legacy.

Guesdon’s position centers on making sure new entries feel like Assassin’s Creed—not just open-world games with the logo attached.

François De Billy – Head of Production Excellence

François De Billy will focus on strengthening production practices and execution across the franchise.

This one might sound less flashy. But it’s crucial.

Production excellence means consistency. It means fewer missteps. Fewer delays. Stronger coordination across studios. When a franchise has multiple titles in development at once—as Assassin’s Creed does—execution can make or break momentum.

Ubisoft isn’t just rethinking ideas. They’re tightening how those ideas get built.

Multiple Assassin’s Creed Projects and Development Uncertainty

Before these changes, Ubisoft reportedly had around half a dozen Assassin’s Creed projects in development in various forms. Some were in early stages. Others further along. And since then, some have reportedly been cancelled.

That’s where things get interesting.

When leadership changes midstream, projects get reevaluated. Some survive. Some don’t. It’s part of recalibration. The key question isn’t just how many games are in development—but how aligned they are under this new structure.

With Schelling shaping long-term strategy, Guesdon guiding creative consistency, and De Billy reinforcing production standards, Ubisoft appears to be consolidating control rather than scattering it.

And after a year filled with cancellations and restructuring, that kind of focused leadership feels deliberate.

Community Reaction and Franchise Confidence

Ubisoft chose to share this update directly with the Assassin’s Creed community. That says something.

The publisher openly acknowledged that fans have been talking about what comes next. There’s been uncertainty. Speculation. Concern.

By formally introducing the new leadership team and outlining their responsibilities, Ubisoft is trying to restore confidence—showing that the franchise isn’t drifting. It’s being actively shaped.

Whether that reassurance lands depends on what comes next. Announcements are one thing. Execution is another.

But structurally, this signals intent: Assassin’s Creed isn’t slowing down. It’s reorganizing.

Strategic Direction of Assassin’s Creed Moving Forward

This update isn’t about revealing a new game. It’s about governance.

Ubisoft is clarifying who is responsible for:

  • Long-term franchise direction
  • Creative integrity
  • Production execution

That layered leadership approach suggests a shift toward stability and cohesion. Instead of relying heavily on a single franchise head, Ubisoft now distributes responsibility across specialized roles.

In a franchise with multiple simultaneous projects, global studios, and evolving gameplay directions, that structure could provide tighter alignment between ambition and delivery.

And given the turbulence of the past year, stability might be exactly what Assassin’s Creed needs.