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 response to Children's Commissioner's research into online play

Author: George Osborn

Tuesday 22nd October, 00:01am - Responding to the Children's Commissioner's research into online play amongst children, Dr Jo Twist OBE, CEO of Ukie, said:

“We welcome the Children’s Commissioner’s research into the experiences of children with online games. The report shows how important online play is to their lives and how games bring children together, spark creativity and equip them with vital skills for a digital age. 

Green Game Jam: Ukie partners with Space Ape Games and Playmob for environmentally conscious game jam

Author: George Osborn


21 October 2019, 2pm - Ukie, Space Ape Games and Playmob are collaborating to deliver an environmentally conscious Green Game Jam for students across the UK.

The jam – which is taking place on the 5-6 November across the length and breadth of the country - tasks Ukie’s student game jammers with creating compelling games to raise awareness of key climate issues amongst players.

Square Enix, Hi-Rez and PlayStation London Studio sign up to support Ukie Diversity Census

Author: George Osborn

Friday 20th September, 11am (BST) - A further wave of leading games companies have signed up to support Ukie’s UK Games Industry Diversity Census, extending the reach of the most detailed analysis of workforce diversity in our sector.

Square Enix, Hi-Rez Studios, PlayStation London Studio, Futurlab, Fusebox Games, Payload Studios and Roll 7 have agreed to become partners, ensuring they will distribute the census to their entire UK employee base to help it reach as widely as possible and therefore deliver the most representative set of results possible. 

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 CensusWednesday 4th September, 11am - Ukie 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. 

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.


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