#1261 – Europe Amusement Race

AI Constructed Brief

The start of 2026 has already delivered significant insights into the amusement and social entertainment markets, with the UK’s EAG 2026 standing out as a key indicator of emerging trends. The event showcased record-breaking exhibitor participation, highlighting innovations in amusement, VR, and gamified social platforms, including motorbike gaming and interactive shuffleboard. Notably, social entertainment sectors like augmented and projection-based experiences gained momentum, driven by companies such as 501 Fun, Game Volt, and Battleup. The show also underscored the importance of venue operations amid ongoing industry consolidation, with major players like Bandai Namco and Raw Thrills unveiling new titles. Meanwhile, music gaming experienced a resurgence, exemplified by Electrocoin’s debut of the ‘Dance Dance Revolution World’ in Europe. The event’s evolving landscape reflects a shift toward immersive, social, and technologically advanced attractions, amid increasing international competition and logistical challenges, setting the stage for a pivotal year ahead in the global amusement industry.

Full Stinger Report

The New Year is still wet behind the ears and already we are deep in developments. Marking the first major trade event of 2026, and we have extensive (and exclusive) coverage of the inaugural gathering in the UK, and the ramifications it raised for the international amusement trade.

London Calling

While the New Year had only just started the exhibition and conference season had already left the starting gates. We have already charted the impact of the CES’26 event. And the dust had hardly settled when we rushed back to the UK and the first major event for the amusement trade.

The Entertainment Attractions & Gaming International Expo (EAG) 2026, is more colloquially called “The London Show”, and represents a three in one event. Comprising the amusement trade event, alongside the Social Immersive Entertainment Expo and Casino Gaming Show, all run through the UK trade association bacta. This year the event gathered 105 exhibitors, a record according to organizers for the EAG format.

The EAG event offers a great barometer of the trends that will shape the first part of the year, following on from what was seen at IAAPA the year previously, but also offers a chance to assess the strength of the core aspects of the market. Regarding the amusement aspect and leading the charge was SEGA Amusement International (SAI) showing a strong lineup of amusement, redemption and prize machines. New releases included the first European showing for their third-party support of ‘Speed Rider 4DX’ from IGS (represented by BANDAI NAMCO in North America). Motorbike gaming seemed to be a trend echoed across the show floor.

SAI partner who shared space on the booth was LAI Games, with examples of their new releases, including the production version of ‘Ubisoft All-Stars’. Their VR platform looking to rekindle the success of ‘Virtual Rabbids’ and next to this was ‘CyberPunk 2077: Turf War’. Sources from LAI Games confirmed that a new software update is planned for the game which will offer a linear story mode with end level bosses to the system, away from the current shooting gallery approach. We look forward to trying out this addition to the projection mapped pellet gun game. EAG’26 included a special seminar session inaugurated in the name of SAI’s CEO who recently passed – annual session that will hope to teach best practise and technical advice to those in the operations side of the business.

One of the new releases on the booth was the partnership between SAI and Good Times Tech, who unveiled their new ‘Neoshuffle’. What the company has described as a tech infused shuffleboard platform, the touchscreen operated table. This was one of several gamified shuffleboard platforms exhibited at EAG’26 and reflected the increased investment on social entertainment platforms at the show as we will cover later.

Another of those shuffleboard takes, was presented on the Bowling Vision booth across in the Social Immersive Entertainment Expo component of the event. Sharing the booth was Shuffly with their ‘Interactive Shuffleboard’. The Bowling Vision booth also had representation of a new gamified ‘Accelerated Play’ bowls product and Beer Pong table.

Many exhibitors commented at the impact of the Social Immersive Entertainment Expo component, having grown considerably since first founded by KWP partnership with show organizers. The event was supported by GameChanger this year, who organized an interesting two-day seminar session on the show floor in support. These including speakers from Roxy, Ballers and TOCA Social along with others sharing insight in the emergence of the social entertainment business.

On the show floor, returning exhibitors to this aspect of the show included 501 Fun with an impressive booth. Flanked by their ‘Augmented Darts’ platform that has become an industry leader. The company also presented the production version of their new ‘Interactive Mini Golf’ platform, that was debuted at EAG’25. Another returning exhibitor was Game Volt – the social entertainment powerhouse was showing for the first time their ‘Hotshot’ two player shooting game utilizing CONDUCTR technology. The pump-action shotgun game platform offers a specially curated shooting experience for social gaming environments. The company also promoted their ‘Supercharges Shuffleboard’.

A newcomer to the show, Battleup, showed their ‘AR Beer Pong’ and their ‘AR Darts’ full projection board platforms, employing gamification to the familiar entertainment. Simway were another returning exhibitor to the social entertainment expo of the EAG event. With their proven projection screen shooting platform, the new kiosk versions of their ‘Shootout’ two player platform, and the new ‘Swing It’ platform.

Another shooting experience for the entertainment environment was also presented from new show exhibitor AttackSence. The golfing game element of social entertainment saw exhibitor Social Rivals come to the show with their unique projection mapped mini golf experience. While across the way 360Golf (powered by Holoviz) were showcasing their hi-tech mini golf holes with automated shot counting and digital scoring. New exhibitor CueIQ exhibited at the show with a unique smart camera system for pool tables.

Returning to the amusement push of EAG’26 and Bandai Namco Amusement Europe (BNAE) took their central position on the show floor, with space split between their prize and Gashapon business, their third-party representation and a smattering of their own first party releases – this representing the largest lineup of BNAE titles in a long time. Raw Thrills had one part of the booth nearly all to themselves, UK attendees getting their first chance to try ‘Top Gun: Maverick Arcade’ and the brand new redemption racer game ‘Jackpot Racer’ yet another biking game on the show floor. Third party representation we saw during IAAPA’25 made it over to the London event, with the Environmental Cabinet ‘MINI World Motion’ by Chinese developer SuperWin. This is sitting next to the other third-party representation for TRIOTECH, with their twin ‘SuperBlaster!’ motion shooting game.

The importance of venue operation as part of the more conventional amusement mix has grown amongst a number of UK operations. We have already reported on the efforts of SAI to develop their own presence, following the acquisition of FunBox, and the recent launch of the ‘Urban Fun’ chain. This has also been seen with BNAE who are actively updating their ‘Namco Funscape’ chain of six entertainment venues looking at new branding and focus to stay relevant in a changing market.

United Distributing Company (UDC) during EAG’26 representing an extensive line of new releases from a highly illuminated booth, these included the ACE Entertainment range of Chinese manufacturers – including the street motorcycle racer ‘Bikers Madness’ – in a new 2×2 screen configuration, new for this year. Also, alongside the new ‘Jet Ski Racer’ – all offering popular ride-on action with their own motion platforms. A new racer from the Chinese powerhouse was ‘Racing X-Treme’ sporting its own motion-base and 2×2 screen setup. A more unique ride-on design from the company was the animal racing game ‘Rush and Catch’, racing and catching zebras. UDC also reflected the move towards music games, coming back into their own, along with the corporation’s representation of the Step Revolution line and their new ‘StepManiaX’ dancing stage – including new music tracks. UDC also was presenting ‘Dance Show’ – from Chinese developer Arccer, which we reported on in our ACOS’25 coverage. The game having been on location at ‘Playnation’ in Bristol and seeing strong popularity.

Veteran amusement distributor Electrocoin hoped to drive the music game revolution during EAG 2026 with the latest example of their partnership with veteran Japanese amusement corporation KONAMI which saw the successful deployment in the EMEA region previously of ‘Dance Dance Revolution A20 Plus’. Following this Electrocoin has been working over the last two-years with KONAMI to develop ‘Dance Dance Revolution World – Universal Cabinet’ for the EMEA market. Based on ‘Dance Dance Revolution World’ which was launched in Japan in 2024. The brand-new Western game comprises a bigger monitor and eye-catching LED illuminated dance pad, marking the anniversary of the dancing stage revolutionary amusement piece. Comprising licensed music from blockbuster artists such as Ariadne Grande, Dua Lipa, LMFAO, Porter Robinson, with more to follow.

Electrocoin had exclusively air-freighted for the London show one of the very first production units of the game, so that show attendees would be the first to see this music game in action. And this proved one of the most popular new amusement releases at the show, with the machine swamped by avid players making the trek to see the new release. This continued the drive towards music game properties into the Western amusement scene. Regarding the rest of the other third-party representation on the Electrocoin booth included STERN Pinball, and a selection of their new pintables such as ‘Venom’ and ‘The Walking Dead’ all supported by the network tournament platform. Also represented was Intercard ‘Impulse Tap’, the ‘iTeller PlusXL’ kiosk and the rest of the Intercard product range for the European sector.

Another prominent distributor and sales agent in the territory, JNC Sales had a populated booth including a major presentation of the big four player multi-screen street racer ‘Furious Speed DX’ from Chinese manufacturer. This game reflected a very interesting price point in comparison to its American equivalent. Also shown was a big screen four player shooting game ‘Marksman’ – all these, along with a wide selection of the latest Videmption, crane and prize machines.

Instance Automatics having missed last year’s show, the company returned to their usual wall along the side of the show, with a selection of the latest UNIS Technology releases from their prize and coin-pushers to their claw machines and the new active video amusement ‘Jump Master’. Also on a corner of the booth was the retro cabinet with the latest in AI technology in the brand new ‘Neo Shot’ photobooth experience. We were unable to try the machine at the show due to it being not on free play. PAN Amusement made a trip to the London show and represented the two-player shooter ‘Monster Mash’ – the Chinese cartoon screen shooter included the unusual element of including physical targets along with the on-screen action.

Simulation racing was represented by newcomer to the show Robobike – the UK company offered a realistic racing experience on motorbikes, with their ‘GPS’ system offering full superbike racing performance, their ‘MXC’ offering off road bike action and a ‘AXS’ system, developed to allow accessibility to the racing game for those in wheelchairs. These systems underlining the motorbike trend that seemed prevalent of the new releases. A full report on this new entrant into the market in our sister publication (Entertainment Social Arena).

New exhibitor to the show Laser Quest Group presented their laser tag ‘Mission Laser’ interactive platform, and a ‘Twingo VR’ – twin seater VR motion ride platform made by Complete Solutions VR. The company had an announcement to make about a new acquisition – Laser Quest Group having acquired Complete Solutions VR, which will now be renamed Laser Quest Solutions – that will now spearhead its immersive entertainment division. Laser Quest has over 60 locations in the UK and over 20 globally, with the oldest venue still open since 1992. Another laser tag developer at the show was LaserFroce, who had their latest ‘Gen8 Infinite’ platform on display. Alongside this was the ‘Pixel Game’ interactive game floor platform rounding up the active entertainment experiences on show.

Also exhibiting at the show for the first time was Rilix – the VR platform developer, who had two examples of their ‘Rilix Coaster’ two-seater platform, looking at a cost-effective VR offering for malls and rental. This was one of only four VR products on the show floor this year. Along with Rilix, SAI, LAI Games and Complete Solutions VR – the VR headset approach to entertainment trend was not as prevalent than seen on previous years.

One of the other new trends witnessed on the show floor was the appearance of robots for the first time. Exhibitor SPARK Robotics brought examples of their serving robots, as well as cleaning systems. Gathering momentum in the bowling center market in the States and other entertainment placements, the Gravity MAX facilities in the UK have also been deploying on evaluation table service robotic support. We expect other venues to start their own evaluations.

In Conclusion – EAG’26 and its accompanying expos seemed to have compacted again. While the organizers proclaimed a record exhibition count of 109, this was nothing compared to the glory-days of the Amusement Trade Exhibition International (ATEI) predecessor event. A mixture of diminishing exhibitor interest, third-party distribution representation, and a transitioning amusement trade all playing their part. The organizers also promoting a total of 4,282 unique visitors to the show. While working hard to try and broaden appeal, with the Social Entertainment and Casino Gaming Expo events, and the subsequent awards; we can expect EAG 2027 will prove a pivotal event.

An additional pressure on the London show attendance was the additional expense for those that are faced that in six-months-time they will be returning to the ExCel venue for IAAPA Europe 2026. The travelling European IAAPA convention selecting to return to the UK capital. While at the same time EAG’26 was impacted by the decision by ICE Barcelona 2026 – the game and casino shows change of dates end of January fixture, bringing it closer to the UK amusement trades window. No reason was given for this change in dates, though EAG was still able to find exhibitors for their casino component, attendance would have obviously been impacted from international executives.

Separate of EAG’26, was the other major trade association gathering in London the day prior with BALPPA’s 90th Anniversary Annual Dinner. The association for the theme park and leisure entertainment sector in the UK was this year held at Madame Tussauds, the guests of Merlin Entertainment. Founded in 1936 as The Association of Amusement Park Proprietors (AAPP), then changing to the British Association of Leisure Parks Piers and Attractions (BALPPA) in 1986. The 90th year for the association marks a pivotal year for many of its membership facing challenging conditions, as has been seen by several closures of family resorts in recent months, as well as impacts on attendance reported by many. Along with sales of key sites such as the reveal that the iconic ‘Brighton Pier’ location was being sold, after the group divested itself of other entertainment venue holdings.

What can be expected as a crowded exhibition season, reflected with EAG clashing with the Turkish ATRAX 2026 show in Istanbul. Well known industry corporations took the time to have representation at the event, as well as local exhibitors such as AMEGA Entertainment with the selection of their VR simulators. One of the key exhibitors at the show was local based DOF Robotics – the company made the announcement that they had made a $20m investment into ‘NeoCappadocia’ – a new technology-focused entertainment and tourism project – which will occupy a 5,000-sq.,m., indoor facility that will comprise several immersive attractions. Acquisition of the land for the facility in Avanos was finalized in December 2025.

Now all eyes turn to the next batch of trade events. With the changed calendar we will see DEAL, followed by IAAPI and then the North American trade events – with Amusement Expo International (AEI) scheduled for March in Las Vegas. Many questions are now raised towards what the expected international coverage for this first US trade event under the current conditions. And the viability of the sector to hold its own dedicated trade event in the face of external conditions.