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

Digital Schoolhouse showcases workshops at Big Bang Fair

Author: Sophie Densham

15 March 2015 - London, United Kingdom – Ukie’s Digital Schoolhouse programme showcases computational thinking workshops and inspiring speakers at UK celebration of STEM subjects

Games trade body Ukie will be showcasing their range of computational thinking workshops run through the Digital Schoolhouse programme at the UK’s largest celebration of STEM subjects, the Big Bang Fair, from Wednesday 16 March to Saturday 19 March.

Ukie Calls for £8m Budget Boost for UK games

Author: Sophie Densham

09 March 2015 - London, United Kingdom – Games trade body submits nine proposals to the Treasury to support the growth of the UK games industry

Ahead of Chancellor George Osborne’s Budget announcement on 16 March, games trade body Ukie have put forward nine proposals to The Treasury which they would like to see implemented to further strengthen the UK games industry. The proposals expand on the five recommendations set out in Ukie’s Blueprint for Growth report, launched in November 2015.

Ukie and join forces to inspire next generation of UK games talent at EGX Rezzed

Author: Sophie Densham

8 February 2016 - London, United Kingdom – Ukie Careers Bar returns as part of the Career Fair at EGX Rezzed in April 2016

Ukie and, the world’s leading games trade website, are teaming up once again to bring the Ukie Careers Bar to the Career Fair. The long-running partnership will return to EGX Rezzed on 7-9 April 2016 at London’s Tobacco Dock to provide the future generations of games industry talent a valuable insight into how to break into this competitive industry.

Ukie partner with SoftLayer for new regional UK roadshow

Author: Sophie Densham

05 January 2015 - London, United Kingdom – Ukie will bring a new event focussed on supporting business growth to Leamington, Leeds, Brighton and London over the next six weeks

As part of their commitment to supporting games businesses across the UK, Ukie have partnered with leading cloud computing company SoftLayer for a new free regional roadshow.

New market-leading reports on usability and player experience launched

Author: Sophie Densham

21 January 2016 - London, United Kingdom – UK games trade body agrees deal with leading user research company to provide new player experience reports  

Industry-leading playtesting and user research specialists Player Research are introducing a series of new reports focussing on usability and player experience. Ukie have been appointed exclusive seller and distributor of these reports.

£1.2m investment to help make London the world’s games capital

Author: Sophie Densham

19 January 2016 - London, United Kingdom - £1.2m investment to help make London the world’s games capital

- Ukie and Film London launch ‘Games London’ to promote the UK’s wider games sector and make London the world’s games capital
- Mayor of London features in Minecraft, launching new initiative with £1.2m investment from the London Enterprise Panel
- London Games Festival, a major new consumer, cultural and business event for the global industry, to take place from 1-10 April 2016

Ukie: Play-based learning will support future digital talent

Author: Sophie Densham

01 December 2015 - London, United Kingdom – Games trade body want to see new tech teaching in every games cluster says CEO at Intel’s 2015 Education Summit

Play-based learning can help inspire a new generation of coders from an early age, says video games body Ukie, and new ‘Digital Schoolhouse’ hubs supporting new teaching techniques should be established in every tech cluster in the country.  


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