Blitz Arcade will sell original titles, created in-house, directly to consumers and complements the existing three divisions of Blitz Games (family titles); Volatile Games (mature rated titles) and TruSim (serious games). The new division combines the heritage of company in creating highly playable titles with their well recognised in-house next generation middleware and tools.

Philip Oliver, co-founder and CEO of Blitz Games commented, "We have always striven to provide a stable base as well as a wide variety of creative challenges for our staff and by launching Blitz Arcade we can continue to do both these things."

Blitz Arcade launched on November 19th with the release of three Xbox 360 titles produced exclusively for Burger King in the US.

CTO Andrew Oliver commented, "We have a long track record of creating great gaming experiences for a variety of gamers and that, combined with the rise in casual gaming and new digital distribution methods, means that we are ideally placed to enter this arena."

The highly regarded studio is the only European independent developer to have a title – SpongeBob Squarepants (THQ) - released at the launch of Nintendo's forthcoming Wii console.