A new UK games firm has been formed out of a joint venture by The Netherlands’ Playlogic and Spain’s Virgin Play.

PlayV, a sales, marketing and distribution business, will bring PC, console and handheld products from both companies to the UK market. At the same time, the new business will offer PR, marketing and sales solutions to third party developers and publishers looking to enter the UK.

The company will be based in Luton, Bedfordshire, headed up by industry veteran David Hope, who has been previously responsible for the successful set-up of various UK distribution and publishing companies. PlayV will be fully operational by July 1st.

“We are very pleased to enter into this partnership with Virgin Play,” said Playlogic’s chief sales and marketing officer Pierre Thiercelin.

“PlayV will allow both companies to make up considerable ground in the UK and further establish their presence in the market.”