Publishers PlayLogic and Virgin Play have revealed a plot to partner for a joint venture named PlayV – and have promised to shake up the market.

PlayV will bring PC, console and handheld products from both firms to the UK market, as well as offer a range of services to publishing partners looking to break into the UK, including sales, marketing and distribution.

The new company will also provide national PR and account management alongside financial management and administrative office support.

With its headquarters in Luton, PlayV will be fully operational from July 1st and will be headed up by industry veteran David Hope.

Virgin Play’s Tim Chaney (pictured) told MCV: “It’s good to be back. First things first though. We’re going to trot down to Queen’s Park and burn down Gamecock’s stable, then take the long way round to Harlow, stopping off in leafy Hampshire and put paid to Koch’s lofty ambitions and then on to deal with Donnelly.”

“If we still have enough energy after that, we’ll nip through the Dartford Crossing, stop off in Kent on the way home and, of course, give Sleeman a good slap,”

Chief sales and marketing officer at Playlogic Pierre Thiercelin added: “We are very pleased to enter into this partnership with Virgin Play. PlayV will allow both companies to make up considerable ground in the UK and further establish their presence in the market.”