Elder Scrolls developer and publisher Bethesda has opened the doors of its new London office – and has set about preparing for its next major release, action role-playing game Fallout 3.

The new operation, owned by parent company ZeniMax Media, is headed up by industry veteran and former Virgin Interactive boss Sean Brennan, with director of sales and business development Greg Baverstock and marketing and PR director Christina Camerota completing the trio of experienced industry executives.

“We are happy to be part of the ZeniMax family,” said Brennan “Building upon their great reputation and extending their direct reach throughout Europe and the UK is an exciting new phase in the expansion of the company.”

CEO of ZeniMax Media Robert Altman added: “This is an important step for us as we look to expand our presence in markets outside of North America. We want to establish direct relationships with retailers and distributors throughout Europe and the UK as we bring exciting titles like Fallout 3 and Rogue Warrior to gamers worldwide.”

Consumer interest in Fallout 3 has been high, with a series of glowing previews from the consumer press. The game takes place in post-apocalyptic United States, and is said to offer limitless freedom and gorgeous next-generation graphics. It is expected in the fourth quarter of the year on PC, PlayStation 3 and Xbox 360.

ZeniMax Europe and Bethesda will now set about publishing titles throughout UK and EMEA territories under the Bethesda Softworks brand. The new office can be found in the heart of London’s West End.