Assassin's Creed 4: Black Flag creative director returns to help 'steer the brand’s ambitious new chapter'
PC Gamer
by Andy Chalk February 23, 2026
AI-Generated Deep Dive Summary
Ubisoft has restructured its leadership for the Assassin's Creed series, placing it under Vantage Studios, one of five creative houses within the company. The new team, led by a trio of experts, aims to steer the franchise into its next chapter with a fresh approach. Martin Schelling will serve as Head of Brand, overseeing strategy and long-term vision. Jean Guesdon, who previously worked on titles like Black Flag and Origins, returns as Head of Content to focus on creative direction and maintaining the series' core identity. François De Billy, known for his work on production excellence across major titles, joins as Head of Production Excellence to enhance team efficiency.
The announcement marks a shift from Marc-Alexis Côté, who oversaw the franchise's success but was forced out after just seven months. Guesdon’s return is notable, as he left Ubisoft in 2023 after 17 years and expressed enthusiasm about rejoining the series. His experience and dedication highlight his deep connection to the franchise, which has been a defining part of his career.
This restructuring comes at a pivotal time for Assassin's Creed, one of Ubisoft's flagship properties. While Côté’s departure raises questions about the reasons behind this change, the new trio brings extensive experience and expertise. Schelling, with his background in producing key titles like Black Flag and Valhalla, ensures continuity in guiding the franchise’s creative vision. De Billy’s focus on production excellence will help maintain high-quality output across future projects.
The leadership changes reflect Ubisoft's broader strategic shifts to streamline its operations under creative houses like Vantage Studios. This approach aims to better align resources and ensure long-term growth for beloved franchises like Assassin's Creed. For fans, the new team’s combined experience offers hope for exciting future developments while maintaining the series’ core values that have made it a gaming icon.
This restructuring matters because Assassin's Creed is not just a game series but a cultural phenomenon with a global fanbase. The decisions made now will shape its future and influence how other studios approach franchise management. With a trio of seasoned leaders at the helm, Ubisoft signals its commitment to preserving the series’ legacy while pushing it forward in innovative ways.
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Originally published on PC Gamer on 2/23/2026