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The Interactive Entertainment Merchants Association (IEMA) was a U.S.-based non-profit organization dedicated to serving the business interests of leading retailers that sell interactive entertainment software (including video games, multimedia entertainment, peripherals and other software). Member companies of the IEMA collectively accounted for approximately seventy-five percent of the annual interactive entertainment business in the United States. In April 2006, the IEMA merged with the Video Software Dealers Association to form the Entertainment Merchants Association (EMA).
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