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 greatly disappointed by coalition backtrack on tax breaks for videogames industry

Author: Ukie admin

London, United Kingdom, 2nd June 2010 – Despite making a pre-election commitment towards tax breaks for the video games industry the Chancellor today announced that they are ‘poorly targeted’ and will be scrapped.

In response, Director General of UKIE, Michael Rawlinson said:

UKIE Appoints New Director for London Games Festival 2010

Author: Ukie admin

London, United Kingdom, 21st May 2010 – UKIE – The Association for UK Interactive Entertainment today announced the appointment of Kirsty Payne as the Director of the 2010 London Games Festival. In its fourth year the London Games Festival is a group of events to promote the games industry and make interactive entertainment a focus for media, consumers and the government.

UKIE welcomes appointment of the new Minister for Culture

Author: Ukie admin

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 welcomes new Ministers for Culture and Business

Author: Ukie admin

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.

UKIE calls on the Conservatives to support tax breaks for the UK videogames industry

Author: Ukie admin

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.

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.


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