Rawlinson talks UKIE

Rebranding ELSPA to the newer, more accessible UK Interactive Entertainment Association ‘reflects the evolving nature of the industry’ according to director general Michael Rawlinson.

The UK games industry trade association last week confirmed it will rebrand this summer after 20 years as ELSPA.

We’ve got to move with this world if we are to remain relevant to it,” Rawlinson told MCV. What is a publisher these days?

"It hasn’t been for some time someone who commissions someone else to make games for them – many of our members own games developers now, and many developers know they don’t have to go to a big corporation to get their content out.

"All of that is blurring. We are no longer talking about just console and PC any more – people play with mobile apps, in browsers and online.”

Switching from the ELSPA name has been in the works since September.

Rawlinson said the organisation will maintain its thorough stance on piracy, online safety, proactive political dialogue and defending games from unwarranted criticism – but all will be tuned towards the new era our industry faces.

UK Interactive Entertainment could also get closer to social issues around games, the impact the medium has on its audience, and might ramp up its services and events.

And yes, UK IEA will have a more diverse membership.

Added Rawlinson: Announcing the new name is just the start of a consultative and open process where we facilitate the evolution of the industry’s trade association.
ELSPA is signalling that it is becoming inclusive to the whole industry.”