The Association for United Kingdom Interactive Entertainment or Ukie (pronounced YOU-KEY) is a trade body that aims to support, grow and promote the whole of the UK’s games and interactive entertainment industry. Founded in 2010 (although formerly known as ELSPA), Ukie’s membership includes all the major UK and global games publishers and the best of UK development talent - from promising start-ups to some of the biggest, most successful studios operating in the UK today.
Ukie works with government to champion a range of issues including age ratings, education and skills, access to finance and protecting intellectual property rights. It also works with the media to ensure true and accurate representation of the sector by raising awareness of the industry’s positive economic contribution and the societal benefits of gaming to policy makers, regulators and consumers.
One of Ukie’s key roles is to support its members by providing them with key market information, promoting careers and offering the business support services, training and best-practice knowledge to enable them to operate most effectively.
We also offer comprehensive events programme to give the games industry access to key information, leading industry figures and give everyone the chance to network. You can see our events programme here.
In addition, Ukie compiles weekly, monthly and annual retail charts and sales reports for the UK market.
Or call +44 (0)20 7534 0580
Latest press releases
UKIE warmly applauds the appointment of Ed Vaizey MP, as the new Minister for Culture in the Department for Culture, Media and Sport. Ed Vaizey is one of the few politicians to have shown a comprehensive understanding of the video games industry and the challenges we face. UKIE looks forward to working with the new Minister to ensure our industry continues to excel in the UK.
UKIE today applauded the appointment of the Secretaries of State for the departments of both Business and Culture, who hold joint responsibility for the videogames industry. Creative industries were cited by the Liberal Democrats and the Conservatives in the run up to the general election as providing a central role in creating a more balanced UK economy. The games industry therefore looks to work closely with the new government to ensure its continued success and firmly establish the importance of the creative sector in building a more secure economic future.
London, United Kingdom, 4th May - With polling day fast approaching, The Association for UK Interactive Entertainment (UKIE) today called on the Conservative Party to release their mini manifesto for creative industries and signal their support for the tax breaks announced last month and thus their support for the UK videogames industry.
London, United Kingdom, 12th April - As the political campaigning gets into full swing, UKIE, The Association for UK Interactive Entertainment, today outlined the main policy areas on which it will focus its public affairs agenda over the next Parliament.
The UK videogames industry wants the incoming Government to take action in the following areas:
The Digital Economy Bill was this afternoon given Royal Assent. PEGI will therefore become the new classification system for video games in the UK during the next Parliament.
This follows a massive campaign led by UKIE to abolish the BBFC’s classification of adult rated games in the UK and replace it with the PEGI system overseen by the Video Standards Council.
Michael Rawlinson said:
‘This is a huge victory for child safety, UKIE and the games industry.’
‘It is the culmination of a 2 ½ year campaign based on hard work, commitment and determination’
London, United Kingdom, 24 March, 2010 - UKIE, The Association for UK Interactive Entertainment, was delighted to hear in today’s Budget statement the commitment from the government towards a tax relief scheme for the videogames industry. It reflects the growing cultural and economic importance of the industry to the UK economy and the efforts of the entire industry to receive greater government recognition. UKIE welcomes this announcement and looks forward to working closely with government during the consultation period over the summer.
London, United Kingdom, 19th March, 2010 – ELSPA membership today agreed to change the name of the organisation to The Association for UK Interactive Entertainment. The ELSPA Board submitted the proposal at today’s Extraordinary General Meeting.
The ELSPA Board proposed the change to the organisation’s name to reflect the evolving and expanding nature of the industry, which the association exists to represent, and to encompass the new areas of activity that will be undertaken.
London, United Kingdom, 17 March, 2010 - With the general election on the horizon, the videogames industry is kicking off the campaign trail with a special industry event. On the evening of the 29th March, The Association for UK Interactive Entertainment (UKIE) is hosting a political Question & Answer session with the representatives of the three main political parties. Tom Watson MP will be representing the Labour Party; with Hon. Ed Vaizey MP and Don Foster MP attending for the Conservative Party and the Liberal Democrats respectively.
London, United Kingdom 11th March 2010 – UKIE, The Association for UK Interactive Entertainment, today welcomed Conservative commitments to extend 100MB/s “superfast” broadband across most of the UK population should they win the general election.
UKIE’s Director General, Michael Rawlinson said:
London, United Kingdom 11th February 2010 – The Association for UK Interactive Entertainment (UKIE) today wrote to its members to advise them of the release of the new Pan-European Game Information (PEGI) labelling guidelines. The information provides detailed guidance on the how the PEGI age-rating labels and content descriptor icons should appear on videogame packaging and in promotional materials, including print, TV, radio and online. Further information can be found here http://www.pegi.info/en/index