Ukie reveals new images for global, government campaign to promote UK games industry

14 August 2013 - London, United Kingdom – Sackboy, Moshi Monsters and LEGO Gandalf and Frodo are the first games images to be used in the UK government’s GREAT Campaign.

The UK industry stand at gamescom, run by Ukie, will give visitors a first look at a new international campaign that will promote UK games businesses. The GREAT Campaign was launched last year, coinciding with the Olympics, by UK government to promote the UK to overseas markets and celebrate how innovative and creative British businesses are. Now for the first time the UK’s exciting games industry will be the centre of attention with a series of promotional images showcasing the amazingly innovative and creative talent that the UK’s games sector has to offer.

The first three of these images, featuring Media Molecule’s Sackboy, Mind Candy’s Moshi Monsters and TT Games’ LEGO Gandalf and Frodo, will be revealed at gamescom. These and further globally recognised game brands made in the UK will then feature at international trade shows and in print campaigns.

The multimillion pound GREAT Campaign has already been used to promote the UK industry at several high profile events, including the Prime Minister and Prince Harry’s visit to the US earlier this year, where they were both presented with lookalike Makie Dolls by Ukie members MakieLab.

The promotion of the games industry as part of the GREAT Campaign, has come about as a result of Ukie working closely with the UK government.

Ukie CEO, Dr Jo Twist said: “The UK has a proud tradition of producing world class games and interactive entertainment and it is only right that our amazing sector is recognised and celebrated as part of the government’s GREAT Campaign. We worked hard with government to get this done and are delighted to be able to reveal the new images. We shall now be using the new images to promote the UK games industry at major trade events such gamescom, GDC San Francisco and Game Connection in Paris.”

Nick Baird, UKTI Chief Executive said: "The GREAT Campaign is a worldwide marketing campaign driving inward investment and tourism to the UK. Including these new images will provide a fantastic opportunity for the UK games and interactive entertainment industry to showcase its work to the rest of the world. Working with Ukie at key trade shows such as gamescom is a vital part of the wider support UKTI gives to the creative industries."

Michael Acton Smith, CEO of Mind Candy, said: “Moshi Monsters is a British game made by a British business. We’re therefore delighted that our Moshlings are part of the GREAT Campaign and that we can help promote all that is fantastic about the UK’s games industry.”  

Siobhan Reddy, from Media Molecule has said “We’re very proud that our Sackboy is going to be out there as a global ambassador for the UK games industry. It is really wonderful that the work coming out of UK studios has been recognised around the world and Ukie have done a fantastic job in making this happen.”

Tom Stone, MD of TT Games Publishing said: “LEGO Gandalf and Frodo make great pin ups for the UK games industry. As one of the leading games studios in the world we’re always pleased to tell people of our UK heritage. And of course we’re surrounded by many other amazing British games businesses, all making world leading content and hope that the new games images being used in the GREAT campaign make the rest of the world sit up and realise just how amazing the UK games industry is.”

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About Ukie

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 a 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.

Twitter: @uk_ie

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