Snubbed no more - Activision has picked the UK as the location for a new studio, GamesIndustry International reports.
Martyn Brown - he who co-founded Worms maker Team17 and led the studio for 20 years - will advise Activision and help put together a team. Apparently a "significant number" of hires have been made.
The city of Leeds looks like a likely location, but nothing has been confirmed.
Activision's brand new UK studio will make mobile games based on the publisher's brands. Snore.
Nonetheless, it's an upbeat development for UK video gaming, which finally got the tax breaks it had pleaded for earlier this year.
TIGA, the furry UK developer body, was over the moon with the news.
"We have the talent, we have the tax breaks and now we are winning the investment."
Richard Wilson, CEO, TIGA
"This is a massive vote of confidence in the UK games industry and demonstrates that TIGA's successful campaign for Games Tax Relief is already bearing fruit," roared CEO Richard Wilson.
"We have the talent, we have the tax breaks and now we are winning the investment.
"This is terrific day for the UK games industry, for people looking to work in our high technology, high skilled industry, and for the UK economy. We are back in the game."
Add to that the promise of Raspberry Pi and a reformed computing curriculum and the future is bright indeed.