New York-headquartered Def Jam Rapstar developer 4mm Games said Thursday that it would be opening a new European office, with help from industry stalwart Geoff Heath. The new studio is located in London's West End, and will initially focus on sales and marketing of the upcoming rap karaoke title Def Jam Rapstar, which Konami is publishing. "A London office is key to us being better able to serve our European customers, wherever they are," said 4mm CEO Nick Perrett in a statement. Heath, a 30-year industry veteran who recently was named OBE (Order of the British Empire) for his work in video games, is now on 4mm's advisory board, aiding the company with 4mm's European expansion. Heath also helped establish European operations for Activision and Mindscape, and more recently served as NCsoft's European CEO. 4mm Games announced its establishment in May 2009. The studio was founded by Jamie King and Gary Foreman, co-founders of Grand Theft Auto house Rockstar Games. King serves as president, while Foreman is CTO of the studio. Prior to 4mm, CEO Perrett was general manager for facial animation company Image Metrics. Heath said in today's European studio announcement, "In my career in the video games industry, I have rarely come across such a passionate, creative and talented management team as the guys at 4mm."