#1227 – Electric Blizzard of New Tech – Part 3

Continuing the coverage of the Entertainment Attractions and Gaming (EAG) Expo 2025 in London and concluding the look at the Co-located SIE element and attendees. The show revealed some nuances of how social entertainment is sitting alongside traditional amusement. While at the same time we look at the EAG event key exhibitors.

AI Constructed Brief

The Entertainment Attractions and Gaming (EAG) Expo 2025 in London showcased the intersection of social entertainment and traditional amusement, highlighting key exhibitors and industry developments. Significant trends included the acquisition of SpringboxVR by SynthesisVR, enhancing their VR content distribution resources, and the introduction of new immersive experiences and active entertainment platforms, such as SimWay’s shooting simulator and HOLOVIS’s tech-infused mini-golf. The presence of major players like SEGA and BANDAI NAMCO underscored a strategic shift towards integrating social entertainment with video amusement, alongside new merchandising opportunities in international markets. The expo reflects a growing emphasis on technology-driven attractions that stimulate audience engagement and revenue generation, suggesting lucrative investment opportunities in diversifying entertainment offerings.

Full Stinger Report

Developments in LBE VR

Happening at the same time as EAG’25, January proved a month of developments and seemed to be the harbinger of a year of M&A across the XR LBE landscape. Only a matter of days after EAG’25 and a considerable development in the VR arcade scene was revealed. While rumored and spoken in hushed tones off the IAAPA’24 show floor – it took the end of January to confirm the news that SpringboxVR – had been acquired from their owners Vertigo Games by SynthesisVR, (who purchased the VR venue management and content distributor four years ago). The financial details of the acquisition were not revealed, but the SpringboardVR content library of licensed VR content, their delivery platform and some 400 licensed users would now be retained by SythesisVR. Vertigo Games owned themselves by Deploy Reality.

To be clear Vertigo Games has not ended its involvement in the LBE VR landscape, with the announcement of a new release some days after the acquisition, the company confirmed the launch of their new ‘Arizona Sunshine 2: Arcade Edition’ – a new version of the popular free-roaming VR experience. That will now be represented through the new owners of SpringboardVR.

Vertigo Games had been acquired by Kosh Media in 2020 for some $50m – and it had been revealed by well-placed sources that Kosh had no real interest in a presence in the LBE VR sector. Sources had spoken during IAAPA-EMEA’24 (the last time SpringboardVR had exhibited at a trade event) that there was talk of a possible management buyout, but in the end the logical move by SynthesisVR now creates the largest VR content licensing and distribution resources. With a combined 700+ VR arcade licensees for their content. This new operation will have considerable bargaining power and hold the livelihood of numerous independent VR arcade operations in their hands. The VR arcade scene had during its heyday seen numerous content delivery platform offering (previous operations such as ExitVR, Private Label and VR Studios, to name a few). But has now evolved to only three core solutions. We look forward on reporting the full structure of the new combined operations in coming reports.

Active Play

Back at the London show and the SIE element and moving from VR immersion to “Active Entertainment” immersion. The show was designed to include immersive competition in sports as well as competitive play in simulator form. One of the big showings on the floor was from SimWay who had two bays running their simulator shooting platform with a Wild West shooting gallery game (‘Gunslingers Academy’), and a more traditional clay pigeon shooting experience. The company offering a wide selection of sport and game applications now pivoting from sports and training to competitive entertainment.

Another social entertainment developer and big show presence was from Conductr and their social entertainment developer division Game Volt. The company brought examples of their ‘Supercharged Shuffle’ shuffleboard platform. A platform that has been deployed in the Dave & Buster’s Social Bay refurbishment. Not on the booth, but being promoted, the company’s ‘ARENA’ immersive enclosure experience, and a brand new shooting game experience were revealed. Game Volt are actively developing unique social entertainment experiences that can be dropped into new and existing venues.

Another powerhouse that came to the SIE’25 event with a new social entertainment offering was HOLOVIS – and the companies brand new ‘360 Golf’ tech-infused mini-golf platform. The latest platform to enter the emerging digital mini-golf landscape. Technology used to create compelling mini-golf courses that remove the need for the player to keep score and have dedicated kiosk support. The company seeing the system receiving its first installation such as at a new Lane X venue in the UK. HOLOVIS was returning to the EAG show, having exhibited in the past with their early VR attraction demonstrator (‘VR Cave’). Mini golf has exploded onto the competitive socializing landscape with the ability to include technology to improve the gamification, and found a popular home in social entertainment.

Regarding the more active social entertainment on offer at the show, the active floor game system was seen from two developers. Pixel Games showed their platform, an industry originator of the approach. And newcomer from proven developer PlayCells showing their new platform for the first time. The lasertag aspect of the business was also represented by exhibitor LaserForce – and the development of both the installations and arenas for all these experiences was represented by Art Attack.

In industry news surrounding the social entertainment landscape and following on the breaking of the news by trade media that the owners of Immersive Gamebox had fallen into administration towards finding a buyer. It was revealed in February that the operation has been acquired and recapitalized by funds controlled by Harlan Capital Partners – an investment group with a diverse portfolio. The recapitalization will also see new executives placed onto the company’s board, all hoped to continue planned expansion of the operations immersive game experience. This news coincided with announcements that Immersive Gamebox installations were included in redevelopment of two UK Center Parc holiday leisure venues.

Regarding SIE’25, and the competition element of the social entertainment scene was represented with exhibitors such as Dartsee and their connected tournament enabled darts platform. Across the EAG floor developer Spotlight also represented their connected darts offering. While the racing simulation side of the business was seen from SM Simulators – an agent for the WAVE Italy line of race-rigs, an example of the latest design of system being put through its paces by attendees.

The placement of the SIE area of the co-located show saw the exhibitor SEGA Amusement Internation (SAI) bridging the gap both between the two show sections, and the two industries represented. Sitting astride the amusement trade and the social entertainment scene. Regarding the social entertainment offering on their booth included amusement redemption and prize manufacture ICE, and their new ‘Neon Bowling’ system. A mechanical bowling platform clearly created to sit in the amusement and social entertainment space. SAI also continued their partnership representing the 501 Fun range of AR darts. The company also brought a production concept of a new social entertainment experience with their ‘Interactive Minigolf’ platform. This new system offered a single hole digital display skill platform, tailored for social entertainment deployment.

SAI has seen a greater involvement in the social entertainment space recently following their partnership with FunBox – developer and operator of amusement spaces. Having finished their work with Gravity Entertainment including the launching of the ‘Gravity Arcade’ space, the company worked with Swingers to deploy the amusement component to the new ‘Carnival’ attraction within the mini-golf space in London. An aspect of the trade seeing amusement parachuted into social entertainment spaces offering valuable audience retention and secondary spend. Also involved in opening the new Urban Fun facility in Reading. These elements were reflected in the SIE Seminar session that discussed with SAI and a member of the LBX Collective the state of the impact of social entertainment on traditional amusement think.

The SIE seminar theater itself reflected new technology thinking – while located on the show floor, it used “Silent Disco” tech to offer headphones to the audience, so they could clearly hear the presenters, while the bustle of the show continued around them. The seminar session incorporated panel presentations on all the key aspects of the SIE methodology, including the impact on sites of new social entertainment attractions, the use of race simulation and VR in the social entertainment space, and the key issues shaping development in this area. We would like to thank the strong audience that took time to listen to these sessions.

EAG

Moving from the SIE Show and moving into the more conventional video amusement offerings of EAG’25 and we continue with the SAI booth. The company represented many of the new releases we reported on from IAAPA’24 including those from LAI Games. Regarding SAI’s own developed platform and the completed version of the new shooter ‘Alpha Ops Stike VR was on display. Following the 70-percent version seen in Florida, this final version included all the bosses, in this shooter using the unique integrated VR gun visor system for simple operation in unattended mode.

Concerning SEGA Corporation of Japan – the owner of the IP used by SAI – and it was announced that the corporation had signed a memorandum of understanding with TOMY and Mitsubishi Corporation to create new businesses with a view to expanding the overseas sales of their Japanese IP into North America and other international markets. These properties looking at merchandizing and toy sales along with application of these goods for capsule, crane and prize machines. This agreement will see a new business established in this territory and could mean seeing this combined operation exhibiting at amusement trade events.

This development mirrors what we exclusively reported on in our IAAPA 2024 coverage regarding the SEGA sponsored ‘Sonic’s Green Chill Zone’ licensing lounge at the trade event and may have been foreshadowing of plans by the Japanese corporation to increase their IP presence in this market. Building off the success achieved with the ‘Sonic the Hedgehog’ motion picture series, along with other IP based products, this could see a new provider of merch and prizes enter the market – especially in the face of the popularity of Japanese themed crane and capsule operations.

Taking a central position as always, and one of the largest of the booths at the show, BANDAI NAMCO Amusement Europe (BNAE) had a crowded booth of third-party products from Adrenaline, TRIOTECH and others – along with representing the ePayment side of the business with EMBED. Regarding the actual new amusement from BNA and the production version of ‘Gold Storm Pirates’ was revealed. What some have dubbed a “soft top” Environmental Cabinet – the usual fully enclosed cabinet with motion seats mounted guns and action wheel, updated with an open structure for better audience appreciation. The game included air jets to add to the environment effects along with the motion. The game building off the popular formula of the original. This seemed to be part of a trend noted at EAG for Environmental Cabinet releases this year.

One of the other Environmental Cabinets seen was on the Raw Thrills secondary booth to the main BNAE booth. A lineup of the most popular of the new releases, some being seen for the first time by UK buyers. The chance to see the poplar top earning VR games ‘Godzilla Kaju Wars VR’. Along with the final release version of the children shooter ‘Angry Birds BOOM!’. The environment cabinet version of ‘Jurassic Park ARCADE’ was also seen along with a selection of other releases. Raw Thrills linked to rumors for a greater European presence in the market, which we hope to have more details on soon.

A matter of weeks after the EAG’25 event, and Japan revealed the restructuring of its operation. It was broken by Japanese media that BANDAI NAMCO AM – the amusement facility and commercial entertainment business unit had transferred all its shares and operation to a newly created operation called BANDAI NAMCO Experience AM. This unit would manage the equipment, planning sales and facility management businesses (such as the new ‘BANDAI NAMCO Cross Store’ operation). It was also reported that the operation would be overseeing the BANDAI NAMCO Amusement western operations.

It was stated by a well-placed source that this development was all part of a move to more effectively define the sprawling operation, the Out-of-Home business now comprising much more than traditional amusement. A factor in the ongoing three-year plan, that BANDAI NAMCO have been enacting across the corporation. The source also felt sceptical if this change would be reflected in the Western operations. Unlikely to see a “BANDAI NAMCO Experience America” brand change for example. While we bow to the experience of the source, we also look forward to seeing the actuality of possible impacts across the AM business following this consolidation. This development is part of, as stated, a three-year restructuring of the operation Globally, having seen a reduction in workforce and the consolidation of business units. The company will also be promoting its own IP across its crane and capsule business – reflecting what we recently reported regarding SEGA’s new plans.

Returning to the EAG’25 show and the BNAE booth, and the company had a large showing of their other business aspects, reflecting the move towards BANDAI NAMCO Experience focus. The booth along with a cluster of card battler, children focused, ‘Animal Kaiser’ units. The BANDAI brand was represented on the booth with a large selection of Gashapon capsule vendors. The BANDAI NAMCO Cross Store in the UK had already brought this range to the market, and it is expected that other sites such as Hollywood Bowl and other venues will be deploying this hardware. Capsule Vending was in perfusion across the EAG shows floor – reflecting a growing trend and leaner customer spending.