London’s EAG Expo is aiming to set new records with more exhibitors, more innovation and more inspiration – all under one roof!

EAG Chairman Nick Harding believes that the Government’s welcome decision to hold the rate of Machine Games Duty serves as a perfect opportunity for operators to unite, regroup, and invest for the future with confidence.

With the Government’s decision to hold Machine Games Duty steady, how do you expect that stability to influence participation and exhibitor activity at EAG Expo 2026, and what signal does it send to the wider leisure and gaming industry?

In my opinion gained from working in the industry for some 40-years, attending January’s EAG has never been more important for businesses in the amusement and gaming sector. With the government’s decision to maintain current levels of Machine Games Duty (MGD), following the industry’s well-reasoned and persistent advocacy, the sector now has a valuable sense of certainty and momentum. This decision represents a significant achievement for Bacta and its members whose tireless work helped ensure that the government fully appreciated the economic and social value of our industry. Their success provides the perfect springboard for businesses to come together at EAG to plan confidently for the future. EAG offers an essential platform for operators, manufacturers, suppliers, and industry leaders to meet face-to-face, share insights, and discuss strategies for the medium and long term.

As businesses now evaluate their next steps, this is the ideal moment to consider new tactics for growth, diversification, and innovation. A crucial part of that forward planning will involve refreshing and upgrading venues with the latest amusement, social immersive and gaming products—new technology that not only enhances the customer experience but will also strengthen long-term commercial resilience. With renewed government support and an energised industry EAG 2026 stands out as the key event where the sector can unite, regroup, and invest for the future with renewed confidence.

EAG Expo now sits alongside the Social Immersive Entertainment Expo and London Casino & Gaming Show. What advantages do you see in this multi-show format for operators, suppliers, and venues - especially in terms of cross-sector innovation and collaboration?

Our ‘Under One Roof’ core message highlights the importance and the strategy of having three interlinked sectors of entertainment and gaming gathered in a single venue. Visitors will find the established amusements exhibition that anchors the industry; the SIE Expo, which showcases the expanding competitive socialising market; and the London Casino and Gaming Show, highlighting products for both domestic and European street gaming and casino sectors. Visitors can discover a broader sweep of innovation, meet more suppliers, and explore more business opportunities without hopping between separate shows. It’s a time-efficient, joined-up business opportunity that sets the agenda and tone for the rest of the year. Historically, it was the norm to think and operate in silos. The EAG team refers to the ‘out of home entertainment’ sector and it’s naïve to believe that the various component parts that occupy that space cannot learn from each other’s experience in delivering a compelling, fun leisure experience. Pubs are drawing on the spectrum of opportunity offered by Competitive Socialising and many of the games that Competitive Socialising venues feature arecombining tradition with immersive design, smart technology, and premium F&B. Operators are demonstrating that when you elevate a simple activity through storytelling and atmosphere, you can create something that really engages with consumers and is commercially successful.

What are the most exciting trends or technologies that you expect to see showcased across these events; and which do you believe have the potential to reshape visitor experience in arcades, casinos, FECs and immersive leisure venues over the next 12–24 months?

The entire out of home entertainment sector is driven by innovation and technology. The industry has a track-record of being one of the earliest adopters of new technology so, as a consequence EAG visitors can be assured of seeing the very latest iterations in Cat C, Cat B3, payments technology, immersive video, music, casino – in fact across the entire compendium of entertainment equipment that’s a feature of EAG Expo. In terms of sector advances the SIE Expo will showcase the key technologies that are driving immersive entertainment. Operators are exploring how they can provide more immersive experiences due in no small part to the needs of Gen Z a demographic that has a passion for experience-based leisure. Operators must now create engaging, multi-sensory experiences to attract customers. The boom in Competitive Socialising – from karaoke pods and shuffleboard to interactive darts, axe-throwing, and boutique bowling – shows how operators are adapting. The squeeze on leisure spend means that consumers don’t have as much money, so when they do spend it, they demand a real experience and that’s why the solutions found in SIE Expo are so vitally important.

Can you outline what other activities will be available for visitors in terms of seminars, drinks receptions or other gatherings around the show?

The team has really raised the bar in terms of the learning and educational programme that’s available to show visitors free of charge. All of the seminars have been curated to deliver tangible take-outs and to complement what will be found on the show floor. EAG and SIE will feature a two-day programme of seminars and draw on the experience of 50-speakers. Topics include Post-Budget Challenges facing the industry, Trends in Competitive Socialising, Diversity Equity and Inclusion, SR and Compliance, Licensing, Challenges Facing the Pub Sector, Building Brands, Customer Engagement and much more. We have some high-profile guests including Kate Nicholls Chair of UKhospitality and Australian entrepreneur and competitive socialising guru Steve Wools who co-founded Ballers Clubhouse which has been described as a ‘game-changing fusion of sport, nightlife, and hospitality.’ The full list of seminars can be found at https://www.eagexpo.com/agenda

EAG is also an important social and networking event for the industry and many EAG exhibitors will be using the show to host and entertain their guests The Show based social events include a drinks reception at the Bacta Business Lounge from 6.00pm to 8.00pm on the Tuesday evening and will feature some awards being presented by our President Joe Cullis. On the Wednesday evening at the Hippodrome Casino there will be the ‘Dealer of the year’ and ‘Casino Bartender of the year’ awards being presented and that function will be from 7.00pm to 9.00pm.  I should add that on production of the EAG visitor badge Simon Thomas, owner of the Hippodrome has kindly offered to give EAG attendees a discount at either of the two Hippodrome restaurants.

As chair of the show, what message do you want to send to new attendees - perhaps smaller operators or first-time visitors - about why this year’s expo could be a turning point for their business, and why it’s worth their time and investment to join?

 EAG Expo ’26 will be the biggest on record featuring over 100 exhibitors occupying 5,000sqm. It is where thousands of businesses choose to start their year and where exhibitors choose to launch thousands of new products and innovations, so if you are operating, or involved with Amusement, CompSoc, or Gaming then you have to be London in January. We will have everything that you are interested in as well as some things you didn’t even know you are interested in! Fundamentally, you will leave with a wealth of insight, ideas and information in order to get the business year off to the best possible start.  

To register for EAG Expo incorporating the Social Immersive Entertainment Expo and the London Casino and Gaming Show, 13 – 15 January, ExCeL London visit: www.eagexpo.com

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11 December 2025

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