Electronic Arts founder Trip Hawkins is opening a new studio in London along with former Moshi Monsters lead producer Ben Geliher.
As reported by GamesIndustry.biz, the studio, dubbed If You Can, will develop educational games and its first products are expected towards the end of 2013.
“Great game development can take place anywhere in the world if you have the right people,” Hawkins said.
“If anything I’m disinclined to ramp up on the San Francisco area because it's so expensive and there's very high turnover with people switching companies. The culture and the lifestyle there is a little bit daunting.”
He added: “In the past there were countries like Ireland or Canada that were particularly attractive to game development because of government practices and tax credits and so on, but the European Union has done more to standardise that and benefits are becoming available in the UK.”
Hawkins said he was attracted by the quality of talent in the UK. Though only recently setting up, the company has already received some funding according to Hawkins, and is looking to raise capital from VCs.
Geliher will lead the studio and has already begun recruiting staff. As well as his time at Mind Candy, he has previously worked with Bossa Studio and NaturalMotion.
“The UK has always been one of the three countries that have done the most in the way of creativity in game design. There are a lot of other countries that have tried and haven't even come close,” Hawkins added.
“There’s a great legacy and talent in England.”