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

New PEGI app provides access to age rating and game reviews

Author: Ukie admin

Friday 17 December 2010 - London, United Kingdom – UKIE, the trade body for the UK’s video games and interactive entertainment industry welcomes the launch of a new PEGI app that will for the first time allow UK consumers to access age ratings and reviews for games in one place from their handheld devices.

The new free app has been created by PEGI S.A., the organisation that manages the pan-European age rating system for video game content, and it is available for iPhone/iPod Touch/iPad immediately, with an Android version launching soon.

UKIE comments on Panorama programme on video game addiction

Author: Ukie admin

7 December 2010 - London, United Kingdom – Michael Rawlinson, Director General of video games and interactive entertainment trade body UKIE, comments on the Panorama programme on video game addiction: “There is currently no proven link between video games and addiction, with there being mixed opinion among academics about whether a game can be clinically addictive. There is no official medical diagnosis of video game addiction, either from the American Medical Association or the World Health Organization.”

Launches of Call of Duty: Black Ops and Kinect add up to best week ever for UK video games sales

Author: Ukie admin

Monday 15 November 2010 - London, United Kingdom – UKIE/GFK Chart-Track announce biggest grossing week of all time for video games software sales.

Week 45, 2010 has become the biggest grossing week of all time for video games software in the UK (£113.8m total UK entertainment software market estimate) – the previous best was £107.6m back in week 52, 2008.

Video games and interactive entertainment trade body, UKIE, outlines industry support for promoting online safety

Author: Ukie admin

Tuesday 12 October 2010 – Speaking at today’s Westminster e-forum Keynote Seminar, UKIE Director General, Michael Rawlinson outlined the video games and interactive entertainment industry’s commitment to educating people about how to communicate safely when playing games online.

Today’s Westminster e-forum Keynote Seminar was titled ‘Taming the wild web 2010 - building a safer cyberspace’ and the main topic being discussed was ‘Raising public awareness and engaging young people on the dangers of the web’.

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.


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