MUMBAI: A new non-profit trade organization, the Association of Electronic Interactive Marketers (AEIM), has been formed in the US.

The intiative has been spurred by the response garnered by MI6: Marketing Interactive ‘06, the special conference that addresses the challenges facing marketers in the interactive entertainment sector. The inaugural MI6 Conference and Awards Show will be be held on 27–28 June in San Francisco.

Peter Moore, corporate vice president, Interactive Entertainment Business in the Entertainment and Devices Division of Microsoft Corp., has been named to chair the new organization.

Jim Chabin, president and CEO of Promax/BDA, is the MI6/AEIM president/CEO while Dale Hopkins, the COO of G4, is MI6 chairman.

Said Moore, "The AEIM will serve to enhance the professional value of video game marketers and will seek to build strong partnerships between the gaming, entertainment, technology, distribution and retail sectors of this business."

Looking to increase the effectiveness of interactive marketers by spearheading idea sharing within the sector and encouraging communication with marketers in other entertainment areas, AEIM will provide education and training opportunities for marketers. Moving forward, AEIM will assume full responsibility for organizing subsequent MI conferences and developing additional means for contributing to members' professional development and education. AEIM will also be overseeing the Senet-Muse annual marketing and promotion awards program. AEIM will Operate in collaboration with Promax/BDA and will be housed in the Promax/BDA offices in Los Angeles.

Among the future objectives for AEIM are the development of an online community for educating, inspiring and facilitating idea sharing among its fledgling members; regional seminars and workshops, as well as networking opportunities, and, eventually, a certification program.