UK Trade Body Pledges To ‘Sharpen’ Responsiveness To Defend Industry

Following British defense secretary Liam Fox's call last week for a ban on Electronic Arts' forthcoming first person shooter Medal of Honor, UK trade body UKIE has pledged to improve its responsiveness in defending the games industry. "We’ve learnt that we should have reacted quicker," director general Michael Rawlinson told UK trade site MCV. "UKIE will go out there much harder on these cases to explain [that] games are reasonably rated and that the industry can deal with mature themes." The UKIE (which stands for the association of UK Interactive Entertainment), is the new name for ELSPA, the long-running UK trade body. Rawlinson’s comments were made ahead of next week’s reveal of the re-brand at a special evening briefing in Westminster, scheduled for September 7th. The re-brand is designed to emphasize the body's remit to create a more united organization for the games industry. "We are often called to speak for the industry – but we can’t," Rawlinson continued. "Neither trade association says they can represent the whole industry because their members do not completely represent it." The UK has a second game developer trade body in TIGA. "This is no longer an exclusive old boys’ club – it is welcoming to all, and requires participation from within to make it what out members want it to be, so come and join us," said Rawlinson.