The Interactive Entertainment Merchants Association (IEMA) was a United States-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 $10 billion annual interactive entertainment business in the United States. The association was established in 1997 by Hal Halpin, its president and founder, and counts among its member companies the largest retailers of games including Wal-mart, Target Corporation, Blockbuster Entertainment and Circuit City. The IEMA also sponsored an important annual trade show in the promotion of the business of the video game industry called the "Executive Summit".
In April 2006, the Interactive Entertainment Merchants Association merged with the Video Software Dealers Association to form the Entertainment Merchants Association (EMA).