Digital Entertainment Group Europe Rebrands as Digital Entertainment Group International

Digital Entertainment Group Europe Rebrands as Digital Entertainment Group International

February 1, 2020, London: The Digital Entertainment Group Europe (DEGE) has today announced that it will be known as the Digital Entertainment Group International (DEGI) with immediate effect. The move reflects the home entertainment trade body’s increasingly global outlook as it drives regional transactional activity while also meeting the evolution and opportunity presented by subscription streaming and global direct to consumer services.

The DEGI’s existing membership includes Lionsgate, NBCUniversal, Paramount Home Entertainment, Technicolor and Warner Bros Home Entertainment Group, with Google also recently joining as the organisation’s first transactional retail member.

Speaking about the strategic decision behind the rebrand, Nicola Pearcey, President UK & EMEA Strategy and Ops at Lionsgate and DEGI co-chair, said: “The decision to rebrand the DEGE as the DEGI has been made to underline the fact that the organisation continues to provide robust support to its existing membership, especially when it comes to sharing best practice for the implementation of digital marketing activations. In addition, as the home entertainment category evolves to respond to and reflect an ever-advancing degree of consumer choice, the DEGI is increasingly providing related support to local trade organisations as well as bridging perceived gaps in territories where trade associations are absent.”

Liz Bales, CEO at the DEGI, added: “The role of the DEGI in a changing market is crucial. In the last 12 months the DEGE has helped to drive the development of digital growth initiatives in a range of territories, with the US, Nordics, Australia and Asia all building on the delivery and learnings gained through the UK activation of ambitious promotions like Mega Movie Week. This showcases an organisational ability to effectively share experience in a compliance-appropriate manner – at a time when the video category is facing the practical effects of the diversification of consumer choice, and when some local markets lack the support of a trade association, the DEGI can act as a vital bridge in an increasingly global market.”

Amy Jo Smith, President and CEO of the DEGI’s sister organisation, DEG: The Digital Entertainment Group, said: “The U.S. market is the starting point for much of the change that is percolating into global markets, with direct to consumer services such as Disney+ launching within our borders first. One of our key priorities is to help members identify opportunity in that change and so our recently formed D2C Alliance and its International Expansion Committee will both lend support to and benefit from the global stance being taken by the DEGI. We look forward to working with DEGI to help drive actionable market insights and industry best practices.”


For further information, please contact:

Mike Hird, DEGI Head of Communications & Marketing – 0207 440 3287 /


About the Digital Entertainment Group International

The Digital Entertainment Group international (DEGI) is a global industry association focused on the home entertainment sector. Sister organisation to the DEG: The Digital Entertainment Group operating in the US, the DEGI offers a forum for member companies to engage in discussions concerning various issues and opportunities relating to emerging digital technologies, supply chain, and promoting both new and established formats. The organisation also commissions research and monitors industry trends to help keep members a step ahead in a rapidly evolving landscape.