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Full name: Entertainment and Leisure Software Publisher's Association Ltd
Established: 1989
Closed: 9 Sept 2010
Reason: The company was rebranded to UKIE

Founded as the European Leisure Software Publishers Association (UK) Ltd in 1989, ELSPA's goal was to establish a specific and collective identity for the interactive leisure software industry across the European community.

ELSPA's Membership includes almost all companies concerned with the publishing and distribution of interactive leisure software in the UK.

As a gateway to Europe, ELSPA works to protect, promote and provide for the interests of all its members, as well as addressing issues that affect the industry as a whole.

Additionally, the organisation commissions retail research outfit Chart-Track to produce weekly, monthly, quarterly and annual UK videogame sales charts.

In 1994 ELSPA was responsible for introducing the video games ratings to the UK. The first voluntary age rating system for any entertainment medium, the system system has proved extremely successful. During its time over 95% of all leisure software products complied with the ELSPA voluntary code. Over 60% of all games given an ELSPA rating by the Video Standards Council (VSC) were rated as suitable for all ages (i.e. given a rating of age three and over). With more mature titles, the VSC would refer the game in question to the British Board of Film Classification (BBFC) for rating.

In October 2002 the Interactive Software Federation of Europe (ISFE) announced a voluntary rating system to be used across Europe. Based on the rating template introduced by ELSPA, the new system would eventually become the Pan-European Game Information or PEGI rating system. Readily adopted across the European countries in 2003, ELSPA's original ratings were phased out.

With the announcement of the PEGI Rating system, ELSPA repositioned itself as The Entertainment and Leisure Software Publisher's Association Ltd.

Citing a need to "reflect the evolving and expanding nature of the industry", in March 2010 ELSPA announced plans to reinvent itself as "The Association For UK Interactive Entertainment", or UKIE. On the evening of September 8th 2010, at a event in Westminster, London, the new branding was unveiled. The following day the rebranding took effect and, after more than 20 years as the UK video games industry's figure head, ELSPA ceased to exist.

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