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.

We also have distributors, academic institutions, new publishers, and media outlets that are integral to the lifeblood of the industry as part of the family.

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.

For press questions email

Or call +44 (0)20 7534 0580


Latest press releases

UKIE outlines policy agenda for the next Parliament

Author: Ukie admin

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:

PEGI becomes the sole classifier for video games in the UK

Author: Ukie admin

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’

UKIE Delighted by Budget Announcement

Author: Ukie admin

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.

ELSPA to become The Association for UK Interactive Entertainment

Author: Ukie admin

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.

UKIE to Start Election Run-Up with Political Q&A

Author: Ukie admin

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.

Superfast Broadband and Videogames – Good for Producers, Good for Consumers

Author: Ukie admin

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:

UKIE Welcomes Release of New PEGI Labelling Guidelines

Author: Ukie admin

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

UKIE Welcomes Sentencing on Importation of illegal R4 Game Copier Cards

Author: Ukie admin

London, United Kingdom 15th January 2010 – The Association for UK Interactive Entertainment (UKIE) today expressed their support of the sentencing at Hull Crown Court of criminal Yun Can Meng, for specimen charges relating to the illegal supply of imported R4 game copier cards into the UK. On 18th December 2009, Mr Meng pleaded guilty to the charges against him and today was sentenced to 12 months imprisonment.

UKIE backs new Parliamentary videogame

Author: Ukie admin

London, UK, 12th January 2010 – Today The Association for UK Interactive Entertainment (UKIE) welcomed the launch of the new online Parliament videogame giving children and teenagers a taste of life as a virtual MP.

MP for a Week is aimed at 11-14 year olds who may be interested in politics and it allows them the opportunity to experience the daily life of a backbencher. Players are scored according to the judgements they make and the resulting effect these have on their constituency, party or reputation.


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