London’s EAG 2023 opened the international amusement calendar for the year, bringing manufacturers, distributors and operators together to preview arcade releases heading towards European venues. Industry specialist Kevin Williams reports on the machines and trends that stood out across the show floor.
The Entertainment, Attractions & Gaming International Expo is an important early-year meeting point for the amusement sector. Its UK location attracts international exhibitors, including manufacturers from the United States and European Union, while operators attend to assess new equipment and take advantage of the commercial opportunities available at the beginning of the year.
EAG is not simply a repeat of the products shown at IAAPA several months earlier. The event’s distribution focus helps bring fresh releases, regional concepts and specialised platforms to the UK and European markets.
For more coverage of the arcade industry, visit RETROCADE’s arcade news and gaming blog.
Bandai Namco presents new racing releases
BANDAI NAMCO Amusement Europe occupied a central position at the show as a major Japanese-owned distributor serving Western markets.
Among the main attractions was Adrenaline Amusements’ NFS Heat Takedown, making its first UK appearance. It was joined by Dead Heat Unleashed, a Western-focused project developed by BANDAI NAMCO’s Maximum Tune team in Japan. Both titles were expected to launch within the following few months.
The company also displayed products imported from BANDAI NAMCO Amusement America, including PAC-MAN: Pixel Bash and PAC-MAN Chompionship. PAC-MAN branding extended beyond video games, appearing on a foosball table, an alley bowler and the PAC-MAN Baller basketball machine.
For readers considering the difference between commercial machines and home entertainment, RETROCADE’s arcade machine buying guide provides useful context on cabinets, space and intended use.
Sega combines redemption and racing
Sega Amusements International brought a selection similar to its IAAPA presentation, giving visitors who had missed the Orlando event an opportunity to inspect several recent developments.
These included the popular ‘Bop It!’ Toy-To-Redemption concept and Drone Racing Genesis, a video racing game built around drone competition.
Chinese manufacturers make a strong impression
Several Chinese manufacturers used EAG to present new redemption, prize and video amusement products. ACE Amusement stood out for releases viewed as more original and capable than the conventional quality often associated with Chinese amusement equipment.
One of its notable new games was the shooter Zombie Crisis. Its cabinet design may remind some players of Namco’s 2008 shooter Razing Storm.
ACE also introduced Bullseye: Crack Shot, a pistol-based skill shooter aimed at the popular target-shooting category. Operators could choose between a videmption configuration or a standard amusement version. Although ACE had other videmption products on its stand, these two shooters attracted particular attention.
Another unexpected talking point was Demolition King from HY Technology. This videmption game uses a distinctive wrecking-ball controller, allowing players to swing at and demolish a building displayed in front of them. The enclosed format generated strong interest among buyers visiting the booth.
StepManiaX reflects continuing rhythm-game demand
Rhythm and music games remain important across the UK, Europe and the United States, despite receiving limited support from modern amusement distribution. UDC demonstrated that continuing demand with StepManiaX, which attracted active play from local fans during the event.
Industry sources also indicated that further developments could affect the rhythm-game market in the weeks ahead, although no additional details were available at the time.
Immersive attractions appear in smaller numbers
Immersive technology had been a major feature of IAAPA 2022, but its presence at the London event was comparatively limited. Raw Thrills’ upcoming MotoGP VR was one of the clearest examples on display.
UNIS presented Sailor Quest VR, another immersive title first seen at IAAPA 2022. The attraction offers a 4D virtual-reality experience and was regarded as one of the stronger releases among the new generation of immersive products.
TRIOTECH displayed its four-player immersive shooting theatre QUBE on the BANDAI NAMCO booth. The game combines a distinctive enclosure system with group action. Large enclosures and deluxe simulator attractions are gaining momentum with operators, although their substantial cost is a difficult consideration in the current economic climate.
Driving games remain a dependable draw
The renewed interest in driving attractions was reinforced by Raw Thrills’ large Fast & Furious Arcade cabinet. The machine appeared to be in constant use throughout the event, demonstrating the continuing audience appeal of a motion-based racing experience.
RETROCADE’s selection of racing arcade machines offers a useful comparison for readers interested in driving cabinets, simulators and the role of motion in arcade play.
Operators and enthusiasts exploring different cabinet formats can also compare the broader range of arcade machines available for home and venue environments.
A positive start to the 2023 trade-show calendar
EAG 2023 provided a valuable sales opportunity for an amusement industry working towards normality. Attendance from the United States, strong international executive participation and active business discussions on the floor were encouraging signs given the prevailing market conditions.
The show was followed by a busy international schedule: Japan’s major amusement event, JAEPO, was due to return to its usual fixture; the UAE trade event DEAL followed; and Amusement Expo was scheduled to return to Las Vegas in March.
About Kevin Williams
Kevin Williams is an entertainment and technology specialist who assists international clients developing immersive and interactive entertainment technology and facilities. He is Co-Founder and R&D Director of Spider Entertainment, a global out-of-home entertainment company serving retail destinations and other venues.
Williams also holds advisory positions with other market entrants and founded and publishes the Stinger Report, an e-zine for professionals working in or investing in amusement, attractions and entertainment. He writes regular trade-publication columns and travels internationally as a keynote speaker, moderator and panelist at industry conferences.
He is the author of The Out-of-Home Immersive Entertainment Frontier: Expanding Interactive Boundaries in Leisure Facilities. A second edition was scheduled for release in 2023. Kevin Williams could be contacted at [email protected].
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