The Interactive Entertainment Association of Australia is no more. It's now known as the Interactive Games and Entertainment Association as part of a rebranding exercise aimed at catering for a much broader audience.
According to iGEA chief executive Ron Curry, the change is part of an effort by the industry body to be more targeted in its focus:
"The industry has evolved dramatically and video games are a form of entertainment now enjoyed by an extremely broad range of Australians. The new focus of the iGEA will further take into account the fact that interactive entertainment is now accessed by consumers through a much wider range of entertainment devices and that the devices themselves offer greater entertainment options. Our focus is to ensure that our organisation remains relevant as we continue to see further convergence and divergence across all forms of entertainment."
So, what does the iGEA do when it's not reordering new stationary? Its brand new website outlines a new mission statement as follows:
To advance the interactive games & entertainment industry and to further the business interests of our members by:
* Informing and fostering relationships with the public, the business community and governmental bodies on matters affecting the industry; * Ensuring appropriate legislative & regulatory framework for the industry is in place; and * Engaging members on relevant matters and to create an environment that drives sustainable growth of members’ businesses
In a nutshell, that means they do things like lobby the government for changes to games classification, push for policies that support local development, campaign against software piracy, and generally lead the way on issues that affect the entire industry.
Long-term readers might recall I once suggested we get Ron Curry on board for a Kotaku Question Time. I might just do that now. If you've got any questions for im and iGEA, leave them in the comments.