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 responds to High Court ruling regarding sale and distribution of ‘circumvention’ devices for the Nintendo Switch

Author: George Osborn

Today, the UK High Court found the sale and distribution of ‘circumvention’ devices for the Nintendo Switch unlawful.

These circumvention devices, which enable the use of unauthorised copies of videogames, jeopardise the businesses of those who uphold and rely upon the sales of legitimate products.

Jagex, SEGA and UsTwo support launch of Ukie and University of Sheffield diversity census to analyse make up of industry work force

Author: George Osborn

UK Games Industry Diversity CensusUkie has today launched the UK Games Industry Diversity Census, which aims to produce the most detailed analysis on the diversity of the industry’s workforce ever conducted. 

The census has been created in partnership with the University of Sheffield and the University of Leeds - with funding from the Arts & Humanities Research Council.

Ukie launches the 30 Years of Play campaign to celebrate the past, present and future of the UK interactive entertainment sector

Author: Denzel Dome

21 January 2019, London – Today Ukie launched 30 Years of Play, a major campaign for 2019 marking the trade body’s 30th birthday year, making it the oldest games trade body in the world. The campaign celebrates the past, present and future of the UK’s games and interactive entertainment sector through a year long calendar of content, events and activities.

The campaign will tell the stories of the UK games industry,  from its early roots, through the 1980s when Ukie (then ELSPA) was created, to the present day.

Red Dead Redemption 2 crowned Christmas No.1

Author: Luke Hebblethwaite

23 December 2018 - London, United Kingdom – Video games trade body Ukie today announces that ‘Red Dead Redemption 2’ by Rockstar/Take 2 has taken the Christmas No.1 spot in the official Ukie Games Charts, compiled by GfK.

The success of the global hit cinematic Western, a significant part of which was made in the UK, shows that UK consumer demand for immersive stories and interactive entertainment continues to grow, and reflects the continued health and talent of the UK games and interactive entertainment industry in a global industry.

Ukie to turn up in style at Gamescom with British Funfair themed UK stand

Author: Denzel Dome

With over 85 exhibitors already confirmed at Ukie’s "British Funfair" themed UK stand, this is set to be the largest and most exciting year at gamescom to date

16 August 2018, London – For the seventh year running, Ukie will be managing the UK industry stand at gamescom in Cologne this August. Ukie’s 2018 UK Industry stand will be themed around the Great British Funfair and will host a record 85 developers, publishers and services companies.


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