Entertainment, Attractions & Gaming Expo Europe (EAG), the premier event for the international entertainment, attractions, and gaming industries, has announced that it has completed its initial exhibitor research and engagement programme ahead of the 2026 edition of the UK’s biggest exhibition for the out-of-home entertainment sector.
In this engagement programme, EAG senior team members met with half of the event’s 2025 exhibitors, and a digital sentiment survey was distributed to all companies that were present on the show floor. This includes those in the co-located SIE Expo (SIE) and the London Casino and Gaming Show (LCG), which premiered in January.
See also: Social gaming shines at EAG 2025
Must-attend event
The next stage of the programme will be completed by June. This will provide a comprehensive analysis of strengths, weaknesses and opportunities to inform the development of the 2026 edition. Next years’ show will be the first under the leadership of Nick Harding, the EAG’s new chairman.
“The 2025 edition of EAG Expo was the biggest on record, occupying just shy of 5,000 square metres of space,” says Harding. “In tandem with the physical growth, EAG attendance rose by 23 percent and continued an upward trajectory which has seen numbers increase by 69 percent since 2022.”
“With the addition of two new and exciting events the metrics point to a show which is in good health however, my objective is to explore opportunities for improvement and the best way of identifying how we can meet the needs of the business is to speak with and listen to the feedback from our exhibitors.
“It’s clear from our discussions that EAG Expo makes a significant contribution to the health of the industry supply chain and that exhibitors see EAG as being a central plank of their sales and marketing activities for the entire year.
“Every insight we receive as a result of our engagement is invaluable. Some suggestions can be incorporated into the delivery of EAG Expo 2026 and others which involve third and even fourth parties are more complex and will take longer to implement.
“The message I want to send to our growing exhibitor base is that EAG is your event and the team will be focussed on providing a professional, dynamic and relevant ‘must attend’ event for the entire industry.”
An extensive analysis of the data showed that 84% of attendees at EAG, SIE and LCG were defined as decision-makers. A total of 1,973 businesses were represented at the events at ExCeL London, with 14% of attendees travelling from outside of the UK.
Amusements placed as the most popular area, and was the primary sector of interest for 35% of attendees. This was followed by adult gaming centres with 19%, pubs and clubs with 15%, visitor attractions with 14%, casino with 9%, competitive socialising with 4%, and bingo with 4%.
EAG Expo 2026, and the co-located SIE Expo and the London Casino and Gaming Show, will take place from 13 to 15 January at ExCeL London.
Recently, EAG revealed that the 2025 event enjoyed a third consecutive year of growth, highlighting its position as a leading trade expo for the out-of-home entertainment industry.
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