ELSPA To Rebrand, Refocus By Summer 2010

UK game industry trade body the Entertainment and Leisure Software Publishers Association will change its name, aiming for a name that more clearly identifies the business it serves. ELSPA members recently voted to call themselves the UK Interactive Entertainment Association, and the group says the re-brand includes not only a name change, but a focus on new areas of concern within a rapidly growing and changing game industry. The group work on this brand development until this summer, when it expects to officially unveil its new mission and image; until then, it will continue to operate as ELSPA. The group says it will consult with its constituency on a regular basis throughout the process. Among other activities, ELSPA helps track UK industry volume and works on issues relevant to local developers.