#1228 – Electric Blizzard of New Tech – Part 4

Rounding off our continued coverage of the Entertainment Attractions and Gaming (EAG) Expo 2025 in London, and the co-located gatherings. Having given an overview of trends in the SIE Expo area we move to the more conventional amusement aspect of the trade event – and then look at the other events impacting the sector. 

AI Constructed Brief

The Entertainment Attractions and Gaming (EAG) Expo 2025 in London showcased key trends in the amusement and gaming industries, highlighting the growing influence of partnerships between Western and Asian manufacturers, such as TAITO and WAHLAP Technology, and the increasing penetration of music games like KONAMI’s Dance Dance Revolution A20+. Notable innovations included immersive experiences like UNIVRSE’s VR installations and projection-mapped dining concepts. The event also marked a 23% increase in attendance, signalling a strong recovery for trade shows post-pandemic. Concurrent developments included the liquidation of the £2.5 billion London Resort project, ongoing disputes in immersive entertainment ventures, and announcements of new exhibitions at ExCel London under the £300m regeneration initiative. European expos like ISE and MWC further emphasized advancements in XR technology and esports integration, while LG’s exit from XR development underscored shifting corporate strategies in the metaverse sector.

Full Stinger Report

Another veteran exhibitor at the show was Electrocoin – representing several lines, including the latest STERN Pinball titles. The company along with a tournament darts systems there were promoting, they also had the latest music game offering, representing the KONAMI platform ‘Dance Dance Revolution A20+’ line of BEMANI. Sources suggested that KONAMI was in discussions to present more of their music game range from Japan into the West. We can expect numerous music game import announcements from Japan during the US Amusement Expo in March. If this will include a return by KONAMI to US shores seems unlikely at this time. 

One of the interesting examples of the changing landscape regarding Chinese development impacting Western product releases, was the appearance of ‘Getter Spin D’ on the Electrocin booth. Developed by TAITO and manufactured by WAHLAP Technology – the unique spinning plate prize machine offered a sleek presentation into a crowded market. This marks a major departure that sees a Japanese amusement factory work so closely in a release product with a Chinese operation – seeing WAHLAP become a dominate force in product release in the West, partnering with UNIS, LAI Games and other corporations.  

Moving across the isles to another veteran exhibitor to EAG’25, Crown Leisure / Harry Levy had a selection of prize and gaming machines, but along with these they had videos from key partners. Shown at the show was ‘Moto Blitz DX’ – the street motorbike racer – the cabinet offering twin ride-on bikes with motion, developed by IGS and WAHLAP. Another Chinese amusement release shown was ‘Skull Shadow’ in both an environmental cabinet and a four-player shooting cabinet configuration. Developed by powerhouse ACE Amusement this seemed to be a game going squarely up against ‘Gold Storm Pirates’ with a similar piratical skeleton blaster vibe. This one of many environments fighting over the same real estate from SAI, BNA, TRIOTECH and others.   

Amusement from UNIS Technology was present on the Crown booth with a solitary prize machine offering. A full representation of UNIS was not seen at this year’s show, as their UK distributor Instance Automatics decided on a last-minute withdrawal of their planned EAG attendance. A clash between organizers and exhibitor was mentioned from some sources, though we expect to get more information in coming weeks. This coming weeks before the first UK ‘EmonjiPark Arcade’ venue will be opening in the UK based on the UNIS IP agreement. ACE Amusement also had a major showing on the ever-impressive United Distributor Company (UDC) booth, with a selection of the videos we covered in out IAAPA Amsterdam show report. Also advancing the continued penetration of music games into the market and UDC presented Step Revolutions latest update to the ‘Step Mania DX’ series. 

The last aspect of the EAG show co-location plans was the London Casino and Gaming (LCG) Expo. Squarely focused on UK casino and adult gaming. This area was given its own restricted access area, and respective theming. The casino industry and gaming industry was being given a chance to have a UK focused event as the International Casino Expo (ICE) relocated this year to Barcelona. Exhibitors such as Novomatic Gaming took booths along with other exhibitors – and the event also saw the hosting of an award for dealers, that was held at London’s Hippodrome Casino on the second night of the EAG show. The EAG event also had its own mixer held at the new Riverside bar location which proved very well attended.  

In Conclusion – The organizers of the EAG’25 show revealed their numbers following the event. Reporting that the shows combined saw a 23-percent increase on attendance – representing 4,958 attendees. Who came to see some 96 exhibitors. This increase in attendance was heartening and proved that the decision by the organizers to broaden the appeal had paid off. Though this is clearly a work in progress, with changes needed, as the event now needs to build on this first step towards a wider exhibition attendance and greater show representation. Many attendees felt the big success of the event was the SIE Seminar and the gathered information on market trends. We are very grateful for the support, which we hope to build upon.  News of the planned new developments will be reported here soon.  

Both the location of EAG, and the time of the month also saw several other developments in the social entertainment and amusement sector, as well as further trade events. And we investigate those developments now.  

European Shows and Awards

The EAG’25 event took place a few weeks before ATRAX Expo – the 12th international exhibition for amusement, Leisure and attractions in the Turkish sector, (this year co-supported by the pool and spa show AQUAFUN). The Turkish entertainment scene an evolving market sector on the rise. This was seen by strong showings from local corporations DOF Robotics and AMEGA Entertainment. The shows expansion to include leisure, pool, spa, and vending an indication of the changing landscape with new and emerging territories attempting to establish their own trade gatherings within an over-crowded sector, especially in the European region.

The AUREA Award 2025 took place during the same month as a crowded convention and expo roundup. The AUREA Award was initiated by MackOne Global (a division of Mack Rides) back in 2018 and offers an opportunity to mark out excellence in the immersive tech and XR landscape, pertaining to the attraction and experience sectors. This year’s event again held at the families Europa-Park offered a great opportunity to see innovation being applied in the park scene. MackOne offered demonstrations of an AR prototype experience on their iconic ‘Euro-Tower’, guests wearing AR glasses while riding the tower. And demonstrations of their new VR based trackless ride vehicle soon to be launched as a full attraction at the park. Recipients of awards during the event included Skatrix Pro, Virtual Worlds Museum, and Kokua to name a few – selected in various category groups of ‘Innovation’, ‘Interaction’, ‘Creativity’ and ‘Impact’. The event allowing recipients, guests and nominated developers a chance to share ideas and experiences, within the changing face of immersive technology pertaining to the market.

Competitive Socializing Revolution in London 

It was apt that the EAG’25 event was held at the ExCel Convention center location, as this space has started a multimillion Pound development phase to attract social entertainment. Branded the  

‘Immerse LDN’ at ExCel London, this is part of the Royal Docks £300m regeneration project. Already the space has announced that it had sold its first million tickets. Having installed previously the popular ‘Jurassic World: The Exhibition’ opened in 2022 (and alone sold 315,000 tickets over it 137 day-run) and ‘Disney100: The Exhibition’ (2023). The space expanding with the announcement of the inclusion of the ‘FRIENDS Experience’, and ‘The Formula 1 Exhibition’. These will be joined with the signing of the ‘Elvis Evolution Show’ experience developed by Layered Reality – and promising an immersive journey through the icon’s life and performances.  

Another new announcement for the ExCel location was the news of ‘Tutankhamun: The Immersive Experience’ at the space. A 3,000-sq.,m., exhibition combines authentic artifacts, projection mapping, AR, VR, and groundbreaking holograms. Visitors become explorers, flashlight in hand, discovering the tomb, alongside 42 other visitors simultaneously. Two massive VR spaces (20m., x 11m., each) create a shared historical journey – collaboration between MAD Madrid Artes Digitales, Layers of Reality, FKP Scorpio Entertainment Ltd, and UNIVRSE. This is expected to be a pop-up installation though depending on popularity this could change to accommodate audience interest. Further developments at Immerse LDN is expected in the coming months.  

Breaking News – For those interested in following the developments in the Competitive Socializing sector, we are happy to announce the launch of a brand new news service that will give an exclusive view of the social entertainment landscape in greater details as a companion to the Stinger Report – watch this space for the launch of the Entertainment Social Arena. 

Liquidation for London Resort

Following the court action placed on London Resort Company Holdings by Paramount Global – it was announced that the Judge in charge of the case has ordered that LRCH is place into liquidation. This marks an ignominious end for the £2.5b project that has held on by its fingernails for the last fourteen years since its conception. A concept based on a detailed assessment of the needs of the region and ability to sustain a theme park project – a project that saw governmental support and what had hoped to be secure investment.  

Those involved in the project’s original aspirations as Paramount London, have resigned themselves to the reality that the project was never going to happen after the implosion and first removal of Paramount in 2014 – even though Paramount management returned to the project in 2018 it was accepted this was not serious and their sudden departure was no surprise. That London Resort Company Holdings (LRCH) would struggle on, attempt to redefine the concept, with partners such as Aardman Animation, the BBC and ITV would achieve little other than burn through investor capital.  While promising grandiose additions to the original concept, would only add to the bad feeling the original design team behind the concept have felt for the last 14-years.   

Finally, the project has been put out of its misery. Though it is expected that the creditors and the various investors will be starting separate legal battles, as will Paramount, towards trying to recoup payment from the liquidation. It is more the involvement of those involved in LRCH that is in question. Questions will be asked why so much credibility was given to the team after the abandonment of Paramount, and original design team. And how much will this failed theme park project impact the current negotiations for Universal Studios ambitions in the region.  

 Immersion & Technology Expos 

A gaggle of trade expositions took place in the following two months marking the beginning of the year – events with an impact on the greater XR and commercial entertainment landscape.  

First was Integrated Systems Europe (ISE) – co-owned by the AVIXA (Audiovisual and Integrated Experience Association) – and the CEDIA association for smart home professional’s advocacy. This European gathering, the closest equivalent to the State’s CES event, though focused on professional applications of technology. Taking place in Barcelona, Spain and representing some 1,600 exhibitors, ISE 2025 hoped to redefine the AV and systems integration landscape. 

At the show, the Esports Arena, a 10,760-sq.,ft., space at ISE’25, was created in partnership with LVP – Liga de Videojuegos Profesional (GRUP MEDIAPRO), a global leader in esports competitions. Located in the newly unveiled Hall 8.1, the Esports Arena showcased the part broadcast technology plays in the esports industry. Over in XR and the VR aspect of the sector was represented in the “Tech Tours” program, with the ‘Immersive Adventure’ from UNIVRSE at their Barcelona installation, showing their latest experience ‘Fairy Tales’ – the operation has been involved in several new pop-up installations of the “Shared Reality” journeys for audiences of up to 50 users, New immersive display technology was prevalent on the show floor – Panasonic Connect showed their new projection technology. Along with this was the new ‘Hive’ media streaming platform and their ‘Global Teleport’ interactive experience for attendees to their booth. This projection enclosure used the latest display technology proving compelling for those attendees that experienced the demonstration.  

Away from the ISE 2025 and projection experiences and their developers were making inroads in the LBE sector. A Projection Mapped; immersive dining experience, was launched in Los Angeles in March. Called ‘The Gallery’ – the signature dining experience has individuals sitting at tables in an environment specially mapped with projection experiences on the table and walls. This flagship venue hopes to prove the latest implementation of the immersive dining concept, towards being rolled out across the States.  

The media attraction projection sector has been seeing major restructuring – such as the SimEX Iwerks announcement of the relaunching and rebranding of the operation following their acquisition by a new Chinese investor. MediaMation Entertainment, LLC (MediaMation Entertainment) announced its acquisition of the assets of MediaMation, Inc. (MMI), a design, interactive, motion simulation, technology company and a provider of 4D Motion EFX theaters worldwide, including the MX4D Motion EFX brand. Further restructuring in the international media-attraction scene is expected soon. 

In further developments it was revealed by Chicago-based media that the ‘Illuminarium’ attraction located on Navy Pier, Chicago, Illinois (opened as a pop-up structure in 2024) is now in legal dispute. Owners of Navy Pier claim the entertainment company Illuminarium has broken its promise to build a $30m “state of the art” immersive sensory experience at the pier’s Crystal Gardens and instead created a “run-of-the-mill virtual reality exhibit”, in filings. It was reported that the pop-up venue has not reopened, since closing in January 2025. While leaving the original Atlanta, Toronto and Las Vegas sites as still operational. This latest setback putting pressure on the operation to be able to move forward. 

One of the other influential trade gatherings during this period was Mobile World Congress (MWC) 2025 – a few weeks after ISE in Barcelona. The event gathering some 2,700 exhibitors – included HTC, the smartphone and technology giant, using the event to make several announcements. These included the HTC VIVE platform launching ‘VIVERSE Worlds’ – offering their immersive metaverse application based on browser, along with smartphone support. The company also presented the HTC VIVE 3 VR headsets operational as booth demonstrators across the show floor. Exhibitor GSMA having a virtual balloon adventure on their pavilion – users standing in a hot air balloon basket, using the HTC headset to view the virtual vista. 

Changes in the consumer VR landscape also were revealed during the show, with LG officially confirming they have ceased development in XR – though states they will continue “long-term” R&D. The reason given for their exit was they believe the XR market is not growing as quickly as it expected. This comes after announcing last year an XR “strategic collaboration” with Meta, which has now been shelved. The latest partnership with Meta that has ended abruptly as major corporations re-evaluate their involvement in the VR market.