Senior video game publishers and developers from Activision and PlayStation have formed a new VR studio in London.
Maze Theory is from former Activision European MD Geoff Heath and PlayStation European Marketing Director Mark Hardy. The duo have teamed with creative agency Output Group on the new venture.
The studio's first game The Vanishing Act is already in alpha. It was previously developed by Found Studio, which was also part of the Output Group.
Heath will take up the role of non-exec board member. The veteran founded Activision in Europe, created the first games degree course and was awarded an OBE in 2009.
Hardy will also be on the board of Maze Theory. Hardy was responsible for marketing PS2, PS3, PSN in Europe, and oversaw the global strategy for Singstar.
Another non-exec is Dr David Ranyard, a VR veteran who previously ran Sony's London Studio - where he oversaw the firm's VR output - before setting up his own VR/AR studio.
In terms of day-to-day operations, Ian Hamilton - founder of Studio Output and Glug Events - will act as CEO of the new studio. Marcus Moresby will be joining as creative director.
"It's a really exciting time to be involved in virtual reality, especially with the technology gaining traction with video game producers and rolling out at experiential events and visitor attractions," says Heath.
"Maze Theory's going to redefine the virtual reality experience by combining the latest VR technology with Output Group's vast experience in animation, games development, film production and storytelling to create truly immersive games."
Hardy added: "The games industry is continually evolving and virtual reality is a natural progression. With Maze Theory we want to drive innovation in the sector and produce best in class VR games that will help to drive the technology forward."