We present the stellar velocity maps of 25 massive early-type galaxies located in dense environments observed with MUSE. Galaxies are selected to be brighter than M_K = -25.7 mag, reside in the core of the Shapley Super Cluster or be the brightest galaxy in clusters richer than the Virgo Cluster. We thus targeted galaxies more massive than 10¹² M_⊙ and larger than 10 kpc (half-light radius). The velocity maps show a large variety of kinematic features: oblate-like regular rotation, kinematically distinct cores, and various types of non-regular rotation. The kinematic misalignment angles show that massive galaxies can be divided into two categories: those with small or negligible misalignment and those with misalignment consistent with being 90°. Galaxies in this latter group, comprising just under half of our galaxies, have prolate-like rotation (rotation around the major axis). Among the brightest cluster galaxies the incidence of prolate-like rotation is 50 per cent, while for a magnitude limited sub-sample of objects within the Shapley Super Cluster (mostly satellites), 35 per cent of galaxies show prolate-like rotation. Placing our galaxies on the mass-size diagram, we show that they all fall on a branch extending almost an order of magnitude in mass and a factor of 5 in size from the massive end of galaxies, previously recognized as associated with major dissipation-less mergers. The presence of galaxies with complex kinematics and, particularly, prolate-like rotators suggests, according to current numerical simulations, that the most massive galaxies grow predominantly through dissipation-less equal-mass mergers.