#1284 – Attractions Big London Showing – Part 1

AI Constructed Brief

IAAPA Expo Europe 2026 underscored a sector in transition: despite economic pressures and geopolitical uncertainty, exhibitor growth signals continued investment, increasingly directed toward flexible, media-led attractions, interactive dark rides, branded IP and social entertainment. AI, transmedia and projection-mapped environments are expanding experience options, while operators seek formats that can cross between parks, FECs and immersive venues. A notable shift is toward operating attractions as well as supplying them, alongside emerging revenue-share and competitive-play models. Chinese manufacturers are gaining visibility, sharpening concerns around distribution, certification and Western market adaptation. For investors, the opportunity lies in scalable, content-rich experiences and new operating models—balanced against cost, execution and market risks.

Full Stinger Report

A crowded roster of events during the September and October period, and we cover the main events. The key focus however is on the IAAPA EMEA (Europe, Middle East and Africa) event in London, with full coverage broken down into the key areas and trends witnessed, along with the issues shaping the business.

Attraction Industry Acceleration

September proved a complicated month of trade events relevant to the LBE and immersive entertainment market, as well as the sectors of social entertainment and attractions.

The Chinese amusement trade gathered for their last show of the year with the 18th GTI Expo China, once again in Guangzhou, and offering a tantalizing glimpse at some of the trends that would be seen at IAAPA Europe and US. Though many exhibitors this year would not be making the Western trip, so some operators made the trip to secure direct sales opportunities. Trends on display included those reported on in our AAA’26 coverage with more active entertainment, a slide towards more amusement pieces aimed at a social entertainment skew, a vast array of colorful new cabinets, and the rise of “immersive theaters”. A few surprise hits from the show included Funspace showing their ‘Light Rush’ title employing giant joysticks to control the onscreen action.

Taking place just days before IAAPA Europe and the International Adventure & Trampoline Parks Association (IATP), in Florida was held. The exhibition floor was augmented by a packed conference and panel session agenda, with many developments in the international active entertainment industry being discussed. The event was also supported by their popular Gala awards seeing many recipients for innovation and application. Our friends at Valo Motion’s founder and president walking away with a well-deserved Pioneer Award.

London Attraction Spectacular Part 1

But it was the rush to the end of the month and a return for the annual IAAPA Expo Europe (IEE) 2026 conference and expo to London’s ExCel Convention center. This major gathering seeing more than 800 exhibitors, 175-plus industry speakers and over 60 educational sessions. This grows the exhibitor list from last years’ Barcelona expo’s 700 exhibitors and illustrates the continued pace that the attractions and amusement sector is experiencing.

The London IAAPA represented what many in the international attractions and amusement industry sees as a “transitional” period for the sector. Impact in international attendance, due to global tensions and financial conditions. Along with a transference in technology application. Not just the constant of AI integration into the business, but the embracing of the latest transmedia and phygital applications.

The event started on the 21st off the show floor and with several morning and afternoon Education sessions and breakfast meetings. We were also lucky to be invited to one of the off shows supported events with the regular holding of the “Networking & Social for Live Immersive Creators” huddle, allowing specialist in the field to gather for a mixer and to share views and look for new opportunities. We would like to thank the organizers for inviting us to this great icebreaker towards the marathon that represented this year’s IAAPA Europe. And so, turning to the expo – we have attempted to encapsulate the key developers and trends charted on the show floor:

Attractions

The big attraction manufacturers and service providers raced to exhibit at the auspicious London show. IEE’26 was to be a landmark event for an industry in transition, and global economic conditions, and cost of living impacts steer the thinking of resort and park spending on new attractions. Add to this the growth in new media attraction tech that offers a new level of versatility in deployment, reflected on the show floor.

The DOF Robotics booth took pride of place at the entrance to the main South-hall of the London IAAPA event, the company made a big statement on their growth and place in the media attraction scene – bringing their newly named ‘SphereFly’ compact flying theater. The system offers the signature LED dome display, as we reported on when presented at AEI’26 in March – now the final production version is being rolled out. Its compact form factor attracts not just theme park, resorts, but also FEC’s and LBE to being able to offer a four-seater full motion flying theater experience. Long cues waited for their chance to experience the ride teasing ‘NeoCappadocia’ new ride film. And during the show DOF also gave a select group of VIP’s a chance to ride a short teaser of the new ‘Smurf’s’ ride film experience on the attraction which proved compelling; and we look forward to riding the full experience.

DOF also presented model mock-ups of their other attraction installations, examples of the optimum layout for these media attractions, including their submarine and vehicle simulators. A large Turkish contingent descended on the London show. DOF working with their government on several high-profile visitor attractions, as well as the launch of their inaugural flagship entertainment facility. The ‘Neo Planet’ entertainment hub expects to open its doors in 2027, marking a departure into the facility business for the traded Turkish conglomerate. A path that other ride attraction developers are taking in the evolving space.

One of those moving into facility operation alongside its media attraction business is Brogent Technologies Inc. The company came to London showcasing its new ‘R-Ride’ motion theater platform combining a 360-degree panoramic screen, synchronized motion seating, and 360-degree rotation. Alongside its established ‘Flying Theater’ business, which has been soaring! Following the completion of its acquisition of Flyover Attractions, Brogent has expanded into attraction operations, adding four ‘Flying Theater’ locations, having Flyover Attractions appointing a new Chief Executive Officer to lead the company’s next chapter. At IEE’26 the company highlighted its expanding ‘Flying Theater’ content portfolio, featuring destination-based films, Brogent and Jogne Production announced an international distribution partnership for ‘Switzerland!’, a premium ‘Flying Theater’ film. Brogent revealed IP-based content including ‘GODZILLA THE RIDE: GREAT CLASH’, developed in collaboration with Toho Global and director of ‘Godzilla Minus One’ blockbuster movie. Which debuted at the ‘i-Ride Flying Theater’ in Taiwan during August 2026.

Content for the media-based attractions was represented by the likes of nWave promoting their “family in motion” narrative, presenting their active 3D glasses 4D film library on booth. There are major changes shaping the content delivery business in the 4D, Large Format and VR ride film sector, this was reflected at IEE’26 by a number of well-known providers abstaining from exhibiting and favouring only holding on show floor meetings. If this will be reflected at the Orlando show, with the greater expense of exhibiting and supporting, is yet to be seen.

Branded content and IP for the media attraction sector were prevalent. Sally Dark Rides reflected the branding needs of modern installations, representing IP such as ‘Care Bears’, ‘Angry Birds’ and ‘SpongeBob SquarePants’. All being turned into dynamic dark ride shooting experiences. Across the aisles and Attraktion! were also promoting interactive technology, using the show to launch ‘Playblaster’, a new interactive device developed for dark rides, immersive attractions, arcade-style games and custom media-based experiences. The importance of interactive immersive attractions to entertain the new generation of audience has forced many park operators to rethink the type of attraction and experience they will offer.

These interactive dark ride applications were seen on the Alterface booth celebrating its 25th anniversary with some 150 interactive attractions under its belt. The company is working on next-gen interactive dark rides to immersive walkthrough attractions for parks, resorts and FEC. Alterface promoting the use of their technology on the ‘SCORE!’ dark ride for Gröna Lund, unveiled during the show by Vekoma and JoraVision.

Other developers of interactive attraction platforms included Lagotronic Projects presenting at the expo their own extensive interactive dark ride attraction work, with model mock-ups of new concepts in development. This included their ‘Gameplay Theater’ concept using the rotating central guest progression system, supported by extensive large screen display, guests shooting at interactive content. Close by, BoldMove Nation took a booth at the London event to launch their new attraction work, with a new coaster revealed – as well as promoting their compact interactive dark ride projects, based on their unique ‘Smash Reload’ IP, the company working on ‘Cactus Valley Shootout!’ based on their innovative applications. BoldMove Nation also announced on their booth the World’s first ‘Spinfinity Spash’ coaster.

TrioTech came to IAAPA Europe with their latest new management team, and their latest version of the ‘XD Dark Ride’ interactive theater, with a six-seater setup. They were running for the first time their new ‘Jumanji: Cobra Quest’ interactive experience utilizing new hardware, offered to both existing XDDR clients and new hardware buyers. Developed as part of their collaboration with Sony Pictures and Merlin Entertainments – this was one of the best interactive shooting experiences we have played on their hardware, having covered the ‘XD Dark Ride’ platform since it was launched in 2011. The improvement in graphical quality and scripting of the experience complemented the IP, and we would like to congratulate the team on the results.

P&P Projects – the entertainment venue and attraction project designs and developers had a brand new demonstration of the latest character-based projection mapping. An animatronic head was moving with an exact projection mapped image skinning the head, swapping between one character and another without the need to change the head. This was highly choreographed with the projected image and animatronics – but created a highly compelling effect.

Other applications of what we have dubbed Spatial Augmented Reality (SAR) using projection mapped technology for attraction presentation were seen on the Project: Syntropy booth. The company presented AV solutions for parks and resorts, they demonstrated a mock-up of their projection mapped environment for large indoor attractions. Multiple projectors painted the show set of the track-based ride attraction, able to be reconfigured from a Western scene to a Martian surface. The system uses dynamic perspective in the projection so the projected virtual environment is “perspective correct” for the riders.

This SAR approach to theming an environment was once looked on as fanciful, but with the opening of ‘Arcade Arena’ from Little Lion Entertainment many developers are looking at SAR based experiences, (launch report covered in our sister publication the Entertainment Social Arena). One such exhibitor, BattleKarts Europe has been a pioneer of the projection mapped attraction environment for their interactive eKarting platform, looking for new franchisees during the show, already with some 50-installations internationally.

Observation – The writers at the Stinger Report had expected to see a perfusion of bumper cars and eKarting SAR systems making landfall at IEE’26, after seeing the mass of new developments seen both at AAA’26 back in May and the recent GTi’26 Asian events. That there only a sprinkling of project mapped offers at the London show maybe because of the price of space and shipping – or that manufacturers will be saving the big presentations for the IAAPA Orlando event in a matter of months.

At the London show ride and attraction specialists used the European event to promote the latest park signings and new designs – such as from The Gravity Group. A gaggle of media reveals covered the days of the show. Key exhibitors such as ETF promoted their trackless ride vehicle innovation, with parent Intamin also in attendance.

Exhibiting following the agreement between ETF and Simworx Attractions working together under common ownership with Intamin, announced back in June. The media simulation company focused on new applications of their product line in media dark rides and flying theaters. News leaked that the company is working on a new concept based on their ‘Pegasus Flying Theater’ – called ‘Stunt City’. This has been developed in partnership with MoonRaker VFX, Stunts Unlimited and Headers & Volleys Entertainment (H&VE). Regarding other business, no word on the RoboCoaster element of this lineup following the acquisition has been made.

Amusement

The expansive IEE’26 show floor continued with a wide selection of international amusement manufacturers and distributors. We will cover the influx of Chinese amusement trade later in the report but focus first on the main Western representation.

SEGA Amusement International (SAI), a Kaizen Entertainment company presented the lineup we had seen from them in previous outings. Some new third party additions included the UK landfall for operators to try ‘John Wick: Continental Pursuit’ – the production version released by developers Blue Motion. As well as SAU representing WAHLAP’s ‘Storm Racer 2’. This alongside the success seen with the bike racer ‘Speed Racer 4 DX’. SAI also continued to have investment into the competitive socializing scene, representing Neo Shuffle and their gamified shuffleboard platform.

Speaking of SEGA, and reported on from the previous GTI Expo China taking place a week before the London event. And observers saw the appearance of the exhibitor ‘SEGA Logistics Services’, offering branded prizes and support to Asian amusement. The appearance of this operation was doubly interesting, as SEGA Japan corporation (separate of the SAI operation), revealed their increased interest in the amusement scene regarding their IP, especially with the buildup to their next major movie release using the ‘Sonic’ IP, and the signing of an agreement with Netflix to start writing scripts for a live action ‘Crazy Taxi’ series.

Regarding popular legacy SEGA IP, and day’s after the doors closed in London, and SAI was linked to a teaser promoting a new VR title based on a popular SEGA IP. Social media ran a teaser from SAI revealing ‘The House of the Dead: Reawakened’. The game in the teaser looks to be another VR visor gun game and will be revealed fully at IAAPA Orlando in November. We will have a full report on this title soon.

Observation – Following a statement made by SAI before the IAAPA Europe event warning operators of buying low-cost amusement directly from Chinese manufacturers. We have the full statement at the end of this IEE’26 coverage. This statement came weeks after WAHLAP Technology posted a statement on social media about “What Certificates Do You Need to Import Arcade Machines”. This guide proposed to offer help to first time buyers check UL-related files for IS, CE documents for EU, and CE or UKCA. All this underpinning the current anxiety regarding the Western distribution scene.

Bandai Namco Amusement Europe (BNAE) held court in a crowded booth with the latest amusement releases. Of those that we have not already reported on, the company had the interactive illuminated floor system ‘Hyper Grid’, developed in partnership between TEEG and Indian developers FOG Technologies, offering a full enclosure and partial wall variant to the popular genre. The game is represented by BNAE in the region. One of the big IP showings in the amusement category at the show was the first sighting in the European market of ‘Stranger Things: Arcade’ from Raw Thrills, based on the Netflix TV series. The ball throwing two-player game feeding heavily on the licensed property. Also represented on the BNAE booth the first showings for European attendees for their partnership with Adrenaline Amusement, showing the production version of ‘Disney Speedstorm: Arcade’. Alongside this the Andamiro USA ‘Nickelodeon Kart Racers Arcade’, important IP-based amusement. As well as the first showing for this region of the TrioTech ‘Stormwave’ platform.

Off the show floor and BNAE had big announcements surrounding the rebranding of their ‘Namco Funscape’ chain of six facilities to the ‘Namco’ branding, mirroring the Japanese parents move to reestablish their chain of ‘Namco’ venues in Japan. We have reported in our sister service, the Entertainment Social Arena on the development of the Manchester site to the new brand, and the moves in the social entertainment scene to bring existing legacy brands up to the standards to stay relevant.

The London show offered an opportunity to exhibit closer to home for some of the UK amusement trade, United Distributing Company (UDC) had a varied selection of the latest amusement releases spanning the ELAUT ‘eClaw 2.0’, to a selection of ACE Amusement new releases (seen also on their own booth covered later). And their representation of the Step Revolution ‘Step ManiaX’ music game legend. Next to them were Electrocoin, showing much reported on at Openday, along with KONAMI’s ‘Dance Dance Revolution Universal’. Sources confirm during the show that KONAMI will be exhibiting directly at IAAPA Orlando, marking over a decade since they last exhibited amusement in the West.

Electrocoin also revealed their pinball lineup, the first showing of STERN Pinball’s ‘FallOut’ table based on the game and streaming show. And across the aisle STERN exhibited in force with a selection of their own latest titles. Ten of their latest amusement tables made landfall at the London show, a massive appearance for them at the European attraction expo. This seemed to underpin developments in the representation of the corporation in the international amusement scene, alongside their longtime partner distributors. Though it also must be remembered with the increased social entertainment venue business represented at this year’s show, their presence also looked towards deployment in other entertainment spots.

Established regional partnerships saw Instance Automatic representing the full UNIS Technologies line of new amusement releases, including the first European appearance for ’PickelBall’ and for ‘Cyberpunk 2077: Chrome Rush’. Sources spoke that the game was being rolled out internationally now, and there had even been suggestions of clustering the game with its stable mate from LAI Games that shares the same IP.

An example of the Western distributor scene supporting new amusement releases seen in China for the home market was seen on the ELMAC Group booth, presenting ‘Chasing Speed’ which offers an amusement version of a race sim, with a unique seating position, and F1-style racing. The game was shown by the Italian distributor in an 80-percent state as they work with the developer Yuto Amusement towards “Westernising” the machine for suitability with the market needs. A final Western version expected for the end of the year. The Chinese developer was also exhibiting on their booth other titles. Regarding the popularity in race sims in the entertainment scene, we cover the perfusion of systems at IEE’26 later in this extensive coverage.

Innovation and the cross over from amusement to social entertainment and attractions seems commonplace in the tech side of the business. As TrioTech jumps from attraction to amusement, other exhibitors have multiple offerings. One such was Touch Magix, with their extensive redemption range, the company showed at the expo their brand new ‘Knock ‘A’ Duck’ – but also promoted the work they have done in the Boutique Bowling scene in partnership with Brunswick with their ‘SPARK’ interactive lane projection system. Also giving pride of place to promoting their ‘MagixPool’ augmented reality projection mapped pool platform, able to offer interactive play to conventional tables. A system that can allow others to have their own “Poolhouse-vibe”!

An example of the innovation in the racing amusement scene was witnessed on the Robobike booth. Previously reported in the EAG’26 coverage as a new entrant into the motorbike simulator scene; the company now had the production versions of their ‘GPS’ – full motion track racer motorcycle, their ‘MXL’ – full motion motor-cross inspired racer, as well as an accessible wheelchair ‘AXS’ racing position system, (a first in accessibility for our sector). While sporting impressive graphics and extensive motion, these were not the main groundbreaking aspects of Robobike’s entrance into the market. Already fielding beta systems with operators, the company has undertaken a revolutionary business model. Not actually selling the systems but entering into a revenue sharing agreement with operators and creating an extensive social engagement with the players through their tournament and competition leaderboard component.

Those show attendees that dismissed these machines, on first glance, as glorified motorbike amusement pieces – like so many populating the show floor – will be greatly embarrassed by their assumption, missing a possible tectonic shift in our business they represent. The Robobike concept, if successful, could chart a new era of immersive entertainment that could supersede the traditional amusement model. We watch this space with interest. We have extensive coverage of the other race sims that were on the 2026 IAAPA London show floor, later in our extensive coverage. An aspect of the market that has grown in popularity through racing lounges, but also the explosion in interest following social entertainment deployment.

Observations – Several exhibitors and attendees from the UK amusement trade commented on the positive business atmosphere for the trade. But also voiced the opinion that this positivity was at the cost of traditional trade expos in the region. EAG’26 and the future rebranded EAG’27 is expected to feel the impact from the mega IAAPA gathering – both in available spend, and international attendance. The need to address a spiraling support of the traditional amusement mix felt needed from the trades.