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 welcomes Sony’s swift action against video game copyright infringement

Author: Ukie admin

Monday 04 October 2010 - London, United Kingdom – Video games and interactive entertainment trade body UKIE, fully supports its member, Sony Computer Entertainment Europe's (SCEE), recent success in combatting the illegal trade in copied video games and the sale of illegal modification chips (modchips).

PS3 Break, an illegal modchip that allows illegal copies of video games to be played on the PlayStation®3 (PS3™) console, has been available in the UK since 13 September.

UKIE introduces new £500 entry point membership

Author: Ukie admin

Wednesday 15 September 2010 – Following its successful brand launch last week, video games and interactive entertainment trade body, UKIE, today announced that it is introducing a new £500 entry point membership fee.

The UK continues to see more small interactive entertainment businesses emerging in the online, casual, social and mobile markets, that all need to make money from their intellectual property. The new £500 entry point membership is now in place to allow these companies to take advantage of the benefits of UKIE membership.

Video games and interactive entertainment trade body, UKIE, responds to the Scottish Affairs Committee’s inquiry into the video games industry in Scotland

Author: Ukie admin

Monday 13th September 2010 – On the day that the House of Commons Scottish Affairs Committee visits UKIE’s latest member, the University of Abertay in Dundee, The association for UK Interactive Entertainment (UKIE) outlines its response to the Committee’s inquiry.

The House of Commons Scottish Affairs Committee is investigating the economic impact on Scotland of not offering tax breaks to the video games industry and other ways of financially supporting the industry.

UKIE’s Director General calls for a united interactive entertainment industry to work more closely together

Author: Ukie admin

1 September 2010 – Speaking at today’s Digital Spark Conference at Abertay University in Dundee, Michael Rawlinson, Director General at UKIE, called for the videogames and wider interactive industry to join together and look at new ways of working together.

Speaking to an audience of senior figures from the videogames sector and other intellectual property businesses including Sony, Nokia and Google, Michael highlighted the fast changing pace of the videogames and wider interactive entertainment industry.

UKIE welcomes Daniel Wood as Communications and Public Affairs Manager

Author: Ukie admin

London, United Kingdom 23 August 2010 – Today UKIE, The Association for UK Interactive Entertainment, welcomes Daniel Wood as its new Communications and Public Affairs Manager.

As ELSPA transitions to The Association for UK Interactive Entertainment (UKIE) Daniel will play a vital role in communicating to its members, policy makers, the general public and the wider media.

UKIE announces UK download chart for PC

Author: Ukie admin

London, United Kingdom, 11th August 2010 – UKIE has today announced that it will produce a UK download chart for PC games. Partnering with long term packaged goods charts specialist GfK Chart-Track, UKIE has formed a working group of full members who all sell PC games by digital download. This working group have agreed to produce a closed beta chart with Chart-Track, the intention being that once all parties are happy with the process of data collection and the output, a chart will be available through Chart-Track.

UKIE Welcomes Judgement on R4 Copier Cards

Author: Ukie admin

London, United Kingdom 28th July 2010 – The Association for UK Interactive Entertainment (UKIE) today expressed their support of the High Court’s judgement as it outlawed the importation, advertisement and sale of R4 and similar devices cards in the UK. The Court ruled against Playables Limited and defendant Wai Dat Chan, rejecting their claim that the R4 is legal as it allows the use of ‘homebrew’ applications.

Videogames counterfeiter re-imprisoned for failure to pay back proceeds of crime

Author: Ukie admin

London, 22nd July 2010 – UKIE was delighted by the re-imprisonment of convicted videogames counterfeiter Steve Adams, for failure to pay back money made from his criminal activity under a Proceeds of Crime Act (POCA) Investigation. Mr Adams is now serving a further two years in prison for running a videogames counterfeiting scam across the Midlands and North West England.

UKIE welcomes Sam Collins as Commercial Manager

Author: Ukie admin

London, United Kingdom 21st July 2010 – Today UKIE, The Association for UK Interactive Entertainment, welcomes Sam Collins as its new Commercial Manager.

Sam will play a central role as ELSPA transitions to The Association for UK Interactive Entertainment (UKIE). The broadening of the interactive entertainment industry has given rise to new publishers, distributors and service providers, and through its move to UKIE, UKIE will embrace these potential new members to represent and further the interests of the interactive entertainment industry.

UKIE Director General seeks clarity from Minister regarding PEGI implementation

Author: Ukie admin

London, July 16th 2010: Michael Rawlinson, Director General of UKIE, The Association for UK Interactive Entertainment has today written to Hon. Ed Vaizey MP seeking clarity on the implementation date of the PEGI classification system for videogames in the UK.

UKIE understands that there will be a delay in implementing the Digital Economy Act’s provisions on PEGI. It is suggested that the PEGI rating system will not to be legally enforceable until April 2011.


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