Italian trade body rebrands to IIDEA
AESVI looks towards international recognition as Italian Interactive Digital Entertainment Association
The Italian trade body AESVI has rebranded, and will now be known as the Italian Interactive Digital Entertainment Association (IIDEA).
Previously, the IIDEA was called Associazione Editori Software Videoludico Italiani, and the fact that its new name is in English speaks to an ambition within the body to raise its international profile.
As part of the rebrand, the IIDEA has added two new board members: Mauro Fanelli, the CEO of the Turin-based studio Mixed Bag, and Frederico Brambilla, CEO of the Milan-based esports team Exeed.
Among the body's goals for 2020 is a consumer-facing website, Tutto sui videogiochi ("All About Video Games"), aimed at educating "parents and carers about responsible gaming."
It will also launch two new industry-facing events: First Playable, which will be held in the city of Pisa in July, and Round One in Riva del Garda in May.
"This exciting sector has evolved dramatically since AESVI was first established in 2001," said Marco Saletta, chair of the board of directors, in a statement.
"It's therefore essential that the trade body representing the sector in Italy also evolves, and that's what the rename, rebranding and plans for B2B events are all about."