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 Walmart, Target Corporation, Blockbuster Entertainment and Circuit City.
The IEMA had also worked with parallel trade groups in the business including the Entertainment Software Association (ESA) in defeating laws that would prohibit the sale of Mature-rated games to minors.
The Federal Trade Commission (FTC) as well as special interest groups including the National Institute on Media and the Family (NIMF) have performed sting operations on IEMA member company stores and found that retailers continue to sell M-rated games to children.
Critics claim that the organization makes public statements that are meant to appease law-makers and the press but does not follow through with penalties imposed upon members which run afoul of their commitment.
Others have praised the association for its swift response to the 2005 Grand Theft Auto: San Andreas Hot Coffee minigame controversy, in which the rating for the game was changed from "M" to "AO" (Adults Only).