The final branding for UKIE was unveiled at a special event in Westminster this evening that fleshed out the trade association's new agenda
It marked the end of an era as the ELSPA name was retired after 21 years, replaced wth UKIE - the association for UK Interactive Entertainment.
But it also meant the start of a new one, as UKIE looked to new frontiers for gaming, and outlined its case to a varied audience of media, publishers - and developers.
Speaking to MCV ahead of the unveiling, director general Michael Rawlinson explained that the organisation was more inclusive than ever, and committed to improving already-strong ties with government, the media and the industry.
He said that UKIE, like ELSPA, will be recognised for services including access to Chart-Track data, a strong anti-piracy agenda, plus caretaking of the UK's role in the PEGI ratings - but it will also widen its remit to include studios and content creators.
"I want us to be seen as a resource for our members on information, a resource for statistic and services like Chart-Track data which is now adding digital data – as we always have," he said.
"But I also want the industry to come together and share ideas, network, and hopefully open up business opportunities."
An in-depth look at what UKIE hopes to achieve, and the major changes going on behind the scenes at the organisation, is published in this week's issue of MCV which is mailed out to subscribers tomorrow.