EAG Chairman Martin Burlin argues why the addition of the Social Immersive Entertainment Expo represents a ‘game changer’ for Showmen and the industry at large.
World’s Fair: We are swiftly approaching January’s EAG which is once again being held at ExCeL London – can you update World’s Fair readers on what they can expect?
Martin Burlin: The 2025 edition of EAG Expo will be the biggest since the event was launched in 2010 and will feature two new dedicated sections. The Social Immersive Entertainment Expo and the London Casino and Gaming Show will sit alongside EAG as a natural expansion, offering new revenue streams for both operators and manufacturers.
Once again, the show will be packed with innovation, there’s a dedicated and accessible seminar program put together by Bacta and of course an opportunity to share a drink with friends and colleagues.
Research conducted prior to the 2024 edition showed that exhibitors were planning in excess of 1,000 product launches at EAG, a figure which crystallises the scale of the opportunity which exists for operators to use EAG to source the very latest products and keep what is an increasingly discerning and demanding population entertained.
World’s Fair: Can you explain a bit more about the addition of the Social Immersive Entertainment Expo to EAG?
Martin Burlin: The exhibitions which stand the test of time are those that are always evolving and responding to the changing needs of the markets that they serve. The creation of the Social Immersive Entertainment Expo (SIE) is a big macro change to EAG, and I am delighted that we are significantly ahead of the curve. It will provide an invaluable additional focus for EAG visitors as well as attracting a new audience to the show.
Dealing with the specifics SIE will focus on the trends that are driving the future of out of home entertainment including all forms of Immersive Entertainment, Competitive Entertainment and Social Entertainment including the dramatic growth in Competitive Socialising.
It will not be encroaching on the EAG show floor but is its own co-located event sharing the resources and popular London location of EAG – allowing attendees to mingle and feed off the latest developments. As well as being a platform for innovation it will also feature a two-day seminar programme where ideas and examples of successful applications will be discussed.
Speaking with our exhibitors and visitors, what they want from their trade show is the chance to make new contacts, have new conversations and see new product sectors.
A lot of companies in the Social Competitive Entertainment space are headed-up by a younger demographic and they are pitching the entertainment offer to a younger audience. In many ways it’s an exciting new world and there will be a host of new ideas and products in SIE that will help shape thinking and will be of huge interest to operators. The need to stay relevant in a fast-moving and dynamic market is paramount and EAG Expo 2025 will be the single best opportunity of the year to achieve this.
World’s Fair: How are you working with the Showmen’s Guild of Great Britain to make EAG Expo 2025 a success and is your objective to recreate the old ATEI when Showmen made the middle day a key date in the diary?
Martin Burlin: We’ve created a partnership network of trade associations and supporting strategic bodies which includes the Showmen’s Guild which is accepted as being the recognised negotiating body for travelling Showmen.
The Guild has joined EUROMAT, the Bingo Association and Bacta on the roster of respected representative bodies feeding into the development programme for what is the only business-to-business expo catering for the entire out of home entertainment sector. Every trade body has a different set of objectives and by engaging and listening to their needs we are able to ensure that as far as possible they are represented at EAG.
Taking the Showmen’s Guild of Great Britain as an example, the conversations that we’ve had have identified a list of initiatives that we can integrate into our show development plans over both the short and mid-terms. As a former Bacta President I am only too aware of the unique links which exist between Bacta, which owns and runs EAG, and the Showmen’s Guild. The organisations have a shared history and there is a great affinity which dates back generations.
The creation of two new sections and the separation of amusements from gaming is similar to the old ATEI. Bringing all of our industry’s component communities together will demonstrate the scale of an industry which has entertained many millions of people over many, many decades.
World’s Fair: October’s budget put the tax burden on businesses not least the increase in employer NIC – can the opportunities offered by EAG help operators respond to these challenges and prepare for the new season at the coast?
Martin Burlin: The Budget will hike the cost of doing business, not least the increase to Employers’ National Insurance contributions from 13.8 to 15 percent and the 6.7 percent uplift in the National Minimum Wage. In fact, of the £40bn of additional tax revenues more than half will come from the business world.
There’s no doubt that the raft of product innovations, inspiration and insight that will be on display at EAG will play a key role in helping Showmen to prepare for such a dramatic increase in business costs. It’s the latest equipment that will help operators to generate the income required to cover the costs and of course to provide coastal FECs with the best-in-class games to keep tourists entertained and coming back for more.
The best place to source both product and inspiration is at EAG, which is where manufacturers choose to showcase their latest innovations.
World’s Fair: Last year you went on the record to say that EAG has always stood shoulder-to-shoulder with the industry – what role does EAG play in representing the industry sectors it represents?
Martin Burlin: EAG and its predecessor ATEI has supported and represented the industry since the original show was launched in the 1930s. It provides a shop window on the industry, an opportunity to host politicians and policy makers and an invaluable chance to bring the totality of the out of home entertainment industry together under one roof.
Standing shoulder to shoulder also means delivering and highlighting new ways of doing business and identifying new revenue streams. The introduction of the Social Immersive Entertainment Expo is a huge step forward for EAG and for the industry. It will showcase a new entertainment phenomenon and provide visitors with first-mover advantage.
World’s Fair: What are your hopes and aspirations for EAG 2025 and what message would you extend to World’s Fair readers who may be undecided about heading to ExCeL London in January?
Martin Burlin: Operators will have access to the very latest product launches and innovations in out of home entertainment, be able to share insights and experiences with industry colleagues, keep abreast of regulatory changes, update on the latest developments impacting the industry including social responsibility.
We’ve discussed the Social Immersive Entertainment Expo at length, but I cannot stress enough how much of a game changer this addition represents. Being in our business is about being open to new ideas, new technologies, new experiences and new ways of doing things. EAG will be bursting with product, brimming with energy and overflowing with enthusiasm for the year ahead. The biggest event since EAG was created, in my opinion simply shouldn’t be missed.
