The team behind Bravo TV show GameFace plan to launch their new UK channel dedicated entirely to games reviews this November.
Confirmed today at the Edinburgh Interactive festival, Ginx will run on satellite and cable TV and will be aimed at mass-market consumers.
Ginx told MCV a year ago that it planned to beef up its offer after the success of GameFace and has been steadily expanding its programming to broadcasters across EMEA - the move to the UK is the final step in its grand plan.
In a presentation this morning Ginx CEO Michiel Bakker said that his firm was aiming at 'light' gamers.
Early programming will cover and rate new releases - but in time will expand to include documentaries looking at celebrities and gaming.
Eventually the channel could expand to include high-end 3D and HD gaming reports in its content - but Bakker characterised the service as an evolving one, and said that the audience's viewing habits will ultimately direct Ginx's output.