Playstack CEO Harvey Elliott Elected as New Ukie Chair to Lead ‘Supercharged’ Strategy

Playstack CEO Harvey Elliott has been officially voted in as the new chair of Ukie, stepping into the role as the prominent UK games trade body prepares for the next phase of its ambitious five-year ‘Supercharged’ strategy. Elliott, who first joined the Ukie Board in 2025, takes the helm at a critical juncture for the organization, which serves as the voice and champion for the UK’s vibrant interactive entertainment sector. In his new capacity, he will lead the organization as it works tirelessly to support games businesses of all sizes, foster domestic growth, and strengthen the United Kingdom’s economic, cultural, and global footprint within the international entertainment landscape.

Elliott succeeds Maria Sayans, who has successfully served as Ukie chair since 2024, steering the organization through a period of considerable industry transformation. Stepping into the role, Elliott brings a clear vision centered on supporting the next generation of UK games talent and emerging businesses, paying particular attention to independent and mid-market companies that form the creative backbone of the sector. Beyond nurturing homegrown talent, Elliott is poised to champion the UK as a premier, world-leading centre for game development, while simultaneously advocating for a stable, predictable regulatory environment capable of attracting and retaining triple-A developers and global publishers.

The transition marks a significant milestone in Ukie’s ongoing mission to advocate for the British video games industry. As the trade body continues to roll out its comprehensive ‘Supercharged’ strategy, leadership from an active industry executive with hands-on experience across multiple facets of the business ecosystem is expected to provide valuable guidance. Elliott’s appointment aligns closely with Ukie’s broader objectives of creating optimal conditions for local companies to start up, scale effectively, and achieve sustainable success on the global stage.

Navigating the Next Chapter for UK Gaming

Outside of his current executive leadership role at Playstack—an international games publisher that has built a robust global portfolio, notably highlighted by the breakout success of the critically acclaimed card game Balatro—Elliott brings a wealth of multidisciplinary experience to the Ukie chair. Over his career, he has accumulated deep expertise spanning games publishing, investment, advanced technology, and corporate leadership within the interactive entertainment sector. This comprehensive background equips him with a nuanced understanding of the commercial, technical, and regulatory hurdles currently facing games businesses operating both within the UK and internationally.

Reflecting on his appointment and the current state of the industry, Elliott emphasized the underlying strengths that have long positioned the UK as a powerhouse in video game development. The UK has everything it needs to remain one of the best places in the world to build and scale games businesses, he noted, pointing to the nation’s extraordinary reservoir of creative and technical talent. Furthermore, he highlighted the presence of globally recognized studios and a rich, historical legacy of producing intellectual property that consistently resonates with audiences worldwide.

At the same time, Elliott acknowledged that the broader games industry stands at a crucial historical junction. The sector has undergone profound structural, economic, and technological changes over the past few years, altering how games are funded, developed, marketed, and consumed. According to Elliott, these shifts present a real, actionable opportunity to build upon the foundational strengths that have historically made the UK a world leader in entertainment, while simultaneously establishing robust frameworks to ensure that the next generation of games businesses can successfully weather modern challenges and thrive in a competitive global market.

A Shared Vision for Growth and Advocacy

The leadership transition has been met with strong support from within the organization, most notably from Ukie CEO Nick Poole. Welcoming the new chair, Poole underscored Elliott’s deep, practical understanding of the unique qualities that make the UK games industry exceptional, as well as a clear-eyed view of the structural changes required to foster a more resilient domestic business environment. Poole remarked that Elliott understands precisely what needs to change if the UK wants to see even more British businesses take root, scale up, and thrive locally over the coming years.

Poole further highlighted that Elliott’s extensive, hands-on experience in building, managing, and investing in successful games businesses makes him an ideal figure to lead the Ukie Board. As Ukie presses forward with the implementation of its ‘Supercharged’ strategy, Elliott’s leadership will be instrumental in sharpening the organization’s focus on advocacy, policy development, and cultivating an ecosystem where UK companies can start, grow, and achieve enduring success globally.