EAG International Expo 2023 brought arcade, redemption, pinball and amusement equipment suppliers together in London. Although this review was assembled remotely, the show offered a useful snapshot of what European operators could see in January.
EAG evolved from ATEI, the long-running London trade show traditionally held around January. EAG stands for Entertainment, Attractions and Gaming, and remains an important meeting point for distributors and manufacturers serving the European market.
Trade shows held soon after IAAPA can share several major releases, since Orlando is often where new products make their first public appearance. EAG nevertheless gives operators who could not attend IAAPA a chance to see those machines in person, often with more advanced software or updated cabinets. European developers who do not attend the more expensive US event can also bring something unexpected.
For Australian readers following new equipment, this is a reminder that the commercial arcade scene continues well beyond home cabinets. Our arcade news and features cover that wider industry, while our arcade machine buying guide focuses on choosing equipment for a home or venue.
Several attendees shared photographs, clips and show-floor observations online. Two video tours provide particularly useful overviews of the event, including a longer 17-minute walkthrough and coverage of Bitronic’s Super Hoops pinball offering. A detailed report is available from Pinball News.
What appeared at EAG 2023?
Bandai Namco Amusement Europe
Bandai Namco Amusement Europe acts as a European distributor, so its stand included products from several companies rather than only Bandai Namco. Operators seeking Bandai Namco, Adrenaline Amusements and Raw Thrills titles in Europe and supported territories commonly deal through this channel.
The line-up included Big Buck Hunter Reloaded, Fast & Furious Arcade, Halo: Fireteam Raven Assault Model and MotoGP VR from Raw Thrills. Adrenaline’s contribution was NFS Heat Takedown. Bandai Namco titles included Dead Heat Unleashed, Pac-Man Baller, Pac-Man Battle Royale Chompionship, Pac-Man Power Pellets and Pac-Man Roller. The stand also featured QUBE from Trio-Tech, shown in Trio-Tech’s QUBE update.
Crown Leisure
The exhibitor map listed Crown Direct, while the company presenting at the show was Crown Leisure, which represents LAI Games among other suppliers. Its display included LAI’s Asphalt 9 Legends Arcade DX and Angry Birds Coin Crash, Bay Tek Entertainment’s Axe Master and Big Ticket Drop, plus Demolition King and AR Sniper from Chinese companies. More information is available through Crown Leisure.
Electrocoin
Electrocoin is a long-established European amusement supplier. It has historically worked closely with Japanese companies such as Taito, although the reduced output from some Japanese arcade manufacturers has broadened its product mix.
The company continues to distribute selected Konami products, including DanceDanceRevolution, and is Stern Pinball’s official distributor. Stern and Electrocoin had planned to unveil James Bond 007 at an earlier event, but postponed that presentation after Queen Elizabeth II’s death because the show followed so soon afterwards. Electrocoin’s wider EAG selection was also on display. Visit Electrocoin for its current business information.
Instance Automatics
Instance Automatics specialises heavily in prize machines and represents UNIS. Its EAG selection included UNIS products such as Sailor’s Quest VR, Wicked Tuna and Power Puck Fever. UNIS had indicated that Power Puck Fever was performing strongly in the market.
JNC Sales
JNC Sales presented the Chinese-made Zombie Crisis, produced by Nitto Game. The distributor also displayed a broad range of redemption equipment. Its Zombie Crisis product listing identifies the manufacturer and provides further information.
Sega Amusements International
Sega Amusements International also operates as a European equipment distributor. Alongside Sega products, its EAG stand included machines from ICE. Much of the presentation echoed the company’s IAAPA selection, giving operators who missed Orlando another opportunity to inspect the range.
Featured games included Drone Racing Genesis, Storm Rider 2, VR Agent and the redemption title Bop It!. Sega shared additional photographs and video clips through its social media coverage of EAG.
UDC
UK distributor UDC often introduces video games and videmption products from China to European operators before they become widely available in the United States. It is also the exclusive European distributor for Step Revolution, Team Play and Touch Magix.
Its stand featured StepManiaX DX, Carnival Wheel and Carnival Cups Crane. UDC also carried newer Ace Amusements releases, including Dinosaur Era and the light-gun game Bullseye: Crack Shot.
Why EAG still matters
EAG 2023 demonstrated how European trade shows serve as a second viewing opportunity after IAAPA, while also giving regional distributors and smaller developers room to present their own products. For operators, the mix covered driving, virtual reality, light-gun games, prize equipment, redemption and pinball.
With EAG finished, the ATRAX trade show in Turkey had begun. Sega was exhibiting there, although little additional information was available at the time. For home enthusiasts comparing formats, RETROCADE’s racing arcade collection, virtual pinball machines and arcade parts provide useful starting points for exploring the same broad categories at home.
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