Case study - ubisoft
Ubisoft London was originally established as Future Games of London (FGoL) in 2009 to design, develop, and operate free-to-play mobile and digital console games. Following their many global successes, Hungry Shark being their most successful, they were then acquired by Ubisoft in 2013.
more likely to recommend MAB as a place to work
improvement to communication (internal NPS)
of employees feel they fully understand the Mission, Vision and DNA
at the Business Culture Leadership Award
Following the acquisition, it became apparent that there was a real disconnect between the Creative and the Business and Marketing Departments. Ubisoft London wanted to fully understand what was working well within their existing culture, and what areas could be improved.
Culture Consultancy was briefed to:
We stress-tested and refined MAB’s Mission, Vision and Values, then co-created a cultural blueprint called “MABology”. This gave everyone a shared narrative and clear set of behaviours – aligned to regulatory and ESG expectations – that could be lived consistently across the organisation.
We launched this new cultural identity through an online event, engagement programmes (Friday Joy, MABfest, MABplause), and series of team workshops with facilitation guides
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Delivered through our award-winning 3-stage methodology:
We began with informal roundtables across all departments, giving employees a space to share their views on the current culture. Insights from these sessions were analysed to identify key themes and actions, strengthening our Culture Assessment™ findings from interviews and focus groups. Using our framework, we pinpointed the cultural factors hindering performance. These findings were then tested and validated with the Senior Management Team in a workshop, where we agreed the case for change and secured full buy-in for the next stage of the cultural transformation.
Working with the SMT, we used our Culture Design techniques in a series of workshops and design sessions to shape up the territories for the future Mission, Vision and Values. Once the working draft of MVV set was prepared, we conducted ‘socialisation sessions’ with a cross-section of employees from across the Studio to share, discuss and incorporate their appropriate feedback. This was important in terms of improving the final outputs but also from an engagement and ownership perspective – we wanted people to feel they had shaped the design of the future culture.
To fully Embed the new Ubisoft London culture, the Mission, Vision, and Values were launched at company briefing sessions, led by the Managing Director, and involving the culture design group. A member of each department took ownership, ensuring that the culture was embedded, becoming a continual part of day-to-day Ubisoft life.
MABology is now embedded across the employee lifecycle. Staff report stronger communication, improved alignment, and a deeper sense of pride in the business. Culture is no longer an abstract idea – it’s a daily lived reality driving engagement, performance, and growth.
Through our work with Culture Consultancy, we have transformed the way we work. We’ve got a clear Mission, Vision, and Values that every employee can get behind. Through the insights Culture Consultancy shared, we’ve been able to tackle the things that were holding us back; departments are collaborating better, and our culture has never been better.”
Managing Director, Ubisoft London
Making
Complexity
Simple.
