Games video giant Twitch has finally opened a full European base on Carnaby Street in London.
It comes as Twitch tells MCV it has doubled its UK traffic to 2m unique users over the last 12 months.
The company's new ten-man European team includes former GameSpot account director Michael Thomas, who has joined as sales director, and Matthew Bowe, who joins as account manager.
Twitch says that roughly 50 per cent of its global traffic comes from the EMEA region.
The new HQ will include a full studio so that UK games developers can stream their content live over the Twitch platform. Video producers are also invited to use the facilities.
The firm tells MCV it is planning to develop localised versions of the Twitch website for other European territories.
This is a very exciting time for Twitch, we're expanding to meet the phenomenal growth that we continue to experience across the continent,” regional director Stuart Saw told MCV.
We've grown the Twitch Media Group to the UK and in doing so have added some exceptional people with a wealth of agency experience, something we feel is very important for our clients.”