EAG Expo 2025 opens at London’s ExCeL venue for three days, bringing together major names from the UK and European entertainment, attractions and gaming industries.
The event was once known as ATEI and is broadly comparable with Australia’s Amusement Expo. This year’s edition is joined by two co-located events: the Social Immersive Entertainment Expo (SIEX), which has some crossover with amusement, and the London Casino & Gaming Show, focused more heavily on gambling and gaming machines.
Coverage from the show floor will follow, but the exhibitor previews already offer a useful look at the arcade, redemption, pinball, vending and immersive attractions expected in London. Several products have appeared at recent international trade shows, while others will make their European or UK debut.
What to expect at EAG Expo 2025
This preview focuses on four major UK-based arcade distributors: Bandai Namco Amusement Europe, Electrocoin, Sega Amusements and UDC. Their catalogues cover both familiar international brands and games that are less visible in North American markets.
Bandai Namco Amusement Europe
Following its strong IAAPA appearance in November, Bandai Namco are returning to the trade show stage here. The European distribution arm is scheduled to present new UK releases from Raw Thrills and Adrenaline Amusements, including Angry Birds Boom! and Duck Derby.
The line-up also includes Andamiro’s Star Wars pusher and a fuller version of TouchMagix’s Minions Bullseye Mania darts attraction. The headline video game is likely to be GoldStorm Pirates, giving European visitors their first playable opportunity to try the title after earlier appearances in the United States and Japan.
Taiko No Tatsujin will not be displayed alongside GoldStorm Pirates at this event. However, information from IAAPA indicated that the rhythm game is expected to appear somewhere in the UK later in 2025. Its associated kiddie ride is already expected at EAG.
Bandai Gashapon machines will also bring Japanese prize vending to the stand. The visibility of the Taiko No Tatsujin ride at Western trade shows is notable, particularly as the game has not yet been sold in the United States.
Electrocoin
Long-established distributor Electrocoin has worked with major brands including Konami, Taito, Capcom and SNK across Europe. Its history is explored in Arcade Britannia by Alan Meades.
In its current arcade portfolio, Dance Dance Revolution A20+ has been a prominent video game release, while much of the wider catalogue has concentrated on redemption. Electrocoin has also teased a new shooting game for EAG. It is not yet confirmed whether this will be Konami’s Contra Burst, which was recently seen undergoing testing in the United States.
The company’s EAG presence may provide another indication of whether Konami is rebuilding its interest in Western arcade markets, either through its relationship with Electrocoin or through renewed activity in the United States.
Electrocoin is also Stern Pinball’s European distributor, making an early look at the new Dungeons & Dragons machine possible following its CES 2025 appearance. Existing Stern releases should be represented too, with Jersey Jack and Chicago Gaming titles potentially appearing through Pinball Heaven.
Sega Amusements
Sega Amusements will participate in both EAG and SIEX, with its booths positioned between the two events. The company is also a major European distributor for ICE and LAI Games.
Visitors can therefore expect to see recent releases such as Neon Bowling and Asphalt Moto Blitz. Sega’s own featured product is another pre-release showing for Alpha Ops VR Strike, the latest title it is overseeing exclusively in partnership with 3MindWave.
Returning attractions include Zombies! Ready, Deady Go! and Apex Rebels. The SAI area is expected to lean strongly towards prize redemption, with High Five, Win Fall Revolution and Sonic-themed plush among the featured products.
The UK debuts are set to include Leon Amusement’s On Target and SEA’s Big Sea Fishing, the latter having previously appeared at IAAPA. Sega has promoted the fishing game with a JAWS-inspired graphic shared in its official preview.
UDC
UDC distributes games from a broad range of manufacturers and is particularly associated with Ace Amusement products. Some Ace titles reach the UK through UDC before receiving distribution in the United States.
The main Ace-related attractions planned for this year are Air Combat, Bikers Madness and Wild West Shootout 2, all previously shown at Chinese trade events during 2024. Two are substantial motion-based machines, so their arrival at the show may depend on the practicalities of transporting their larger cabinets.
UDC will again feature StepManiaX, following its notable IAAPA 2024 presence across four distributor booths. Redemption products will make up much of the remaining display, including Playmore’s Tornado in its original non-LAI Games reworked form.
There may also be a capsule-vending contest between distributors. UDC has added the Collectopia gacha machine, placing it alongside Bandai Namco’s Gashapon offering.
Other exhibitors and missing products
Smaller exhibitors including Cosmic Leisure, JNC Sales and Harry Levy are also expected to attend. Harry Levy will distribute Skull Of Shadow in Europe, while the other companies have not revealed their complete line-ups in advance.
One exhibitor withdrew during the week before the show, meaning new UNIS products such as Monster Kart and Neon Rush will not be displayed at EAG. The company continues to sell equipment, but will not have a stand at this year’s event.
For Australian arcade operators and enthusiasts, EAG Expo 2025 should provide a useful snapshot of current European trends across video games, redemption, pinball, prize vending and immersive attractions. Readers comparing these commercial machines with home setups can also explore RETROCADE’s arcade machine buying guide, browse arcade machines, or see options for racing arcades and virtual pinball machines.
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