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 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.

UK Videogames Industry Saw a Strong 2009 Industry looks forward to 2010

Author: Ukie admin

London, UK, 6th January, 2010 – Last year, 2009, shaped up to be the second-strongest year on record for the UK videogames industry according to UKIE (The Association for UK Interactive Entertainment) which today revealed annual sales figures from GFK Chart-Track. Total sales of all videogames software amounted to £1.621 billion, with growth in both the Xbox 360® and PlayStation® 3 formats. The total revenue for console hardware sales amounted to £1.06 billion, a decrease on 2008 mainly due to lowering average retail prices1.


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