/ BACTA’s decision to pair the EAG Expo with 2 other trade shows proved to be a winning choice, resulting in a 23% increase in visitors. This formula will also be used for future editions of the London event /

What operators in the amusement sector mainly look for when visiting trade shows is the opportunity to discover new products and trends, create new contacts, and exchange ideas with colleagues. Those who attended the EAG Expo 2025 in mid-January, the renowned London trade show, now in its 16th edition, were not disappointed. The event showcased nearly 100 exhibitors on an area of approximately 5,000sq.m., featuring over 1,000 product launches. As for attendance, this was the best edition in the entire history of the event: 4,306 unique visitors (14% from outside the UK), a 23% year-on-year increase, while total visits exceeded 6,000 (6,100), a 42% increase over the 2024 figure of 4,299.

Driving these results was undoubtedly the combination of EAG Expo with 2 other complementary trade shows, which attracted new visitor profiles: the London Casino & Gaming Show and the Social Immersive Entertainment Expo. The first event focused on the gaming and casino sector, while the second focused on immersive entertainment provided by virtual, mixed, and augmented reality applications, esports, and the current phenomenon of social gaming, with venues combining gastronomy with competitive games to be played in small groups, such as darts and mini-golf.

Nick Harding, who succeeded Martin Burlin as Chairman of EAG Expo, believes that this new multi-fair formula provides a strong foundation for future growth: “We’ve analyzed the attendance data, and there are many reasons to be optimistic about the trade show’s future.” He stated, “Exhibitors want to see buyers, and our analysis confirms that 84% of those attending EAG, SIE, and LCG were decision-makers within their organizations. Considering all 3 events, these companies numbered 1,973, divided into 1,562 for EAG, 245 for LCG, and 166 for SIE.”

Harding continued: “In my opinion, having attended many different industry shows in the UK and internationally, the number of businesses represented by decision-making visitors is a more insightful way to measure the value of an event in helping exhibitors achieve their corporate and commercial objectives.”

Looking ahead to 2026, Harding added: “This is a great platform to build on, and I’ve been delighted with the feedback we’ve received from both exhibitors and visitors. We’re already taking bookings from exhibitor organizations, and we’re conducting an extensive digital satisfaction survey of visitors. Every exhibitor is being consulted on a one-to-one basis by a member of the EAG team. The results of our customer research will be used to develop the 2026 shows, which will take place on January 13th, 14th, and 15th at ExCeL London.”

Continue reading Games & Parks Industry February 2025, page 50

Photos Courtesy: EAG EXPO

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