London has always been a magnet for tech companies worldwide, startups and incumbents alike. This was recently evidenced by Facebook establishing an engineering office (its first outside the United States) and Amazon setting up a new design and development hub in the city.

Now it appears Microsoft is opening a brand new studio in London that will build games for the Xbox console, according to a report from trade publication MCV.

The software firm is currently hiring senior staff to run the studio, which will likely develop casual games for the Xbox and will sit alongside established Microsoft UK teams Rare, Lionhead and the newer Soho Productions.

“EMEA is a key market for us and we continue to cultivate the best talent and focus on growing our business, with this role focused on the continued expansion of our Microsoft Studios business in the region,” Microsoft told MCV.

PES Productions, the game production unit of Japan’s Konami, will also be opening a new “football game productions” studio in London, according to various reports.