It’s has been a year since you became show director of EAG – has the challenge lived up to your expectations and what’s surprised you?
I think the first thing to say is that the year has absolutely flown by! I joined at a pivotal time as the industry was beginning to recover from the impact of Covid, a seismic occurrence which also forced the cancellation of live events. The big question for the exhibition’s sector was how quickly would businesses get back into face-to-face events or would digital commerce become the norm? This coincided with bacta, the trade association which owns EAG deciding to bring organisation of the show in-house.
The strategy was to make 2023 an edition of consolidation and create a platform for growth. In the event EAG 2023 enjoyed a 36% uplift in attendance which was way ahead of what we forecast. Although I’m no stranger to the amusements, bingo and low-stake gaming sectors having previously worked on the marketing of EAG predecessor ATEI, I’d forgotten quite how different this sector is. It’s full of energy, full of fun, and populated by people with a genuine passion for the business. The people-centric spirit of EAG is unique and integral to its success.
‘The Year Starts Here’ is your creative theme for 2024. Can you explain the thinking and the background to its adoption?
As the world’s only business-to-business exhibition which brings together low-stake land-based gaming, bingo and out of home pay-to-play amusements, EAG sets the tone for the year ahead attracting thousands of buyers drawn from all sectors of the industry including bingo clubs, family entertainment centres, adult gaming centres, piers, visitor attractions, bars, clubs and bowling centres – amongst many others. Speaking with both EAG exhibitors and EAG visitors in the lead-up to, during and after the 2023 show it became clear that both groups see EAG as being central to the year ahead. The conversations which take place in January at ExCeL, London to a large extent will sign-post the industry’s direction of travel for the remainder of 2024. There are more than 100 brands and companies represented on stands at EAG and all of them timetable their R&D programmes so that products can be unveiled at show – which explains why EAG represents such a trusted resource for buyers and why for them the year starts when the doors open on EAG.
What changes have you made to the show and the way it’s delivered?
I’m a great believer in delivering the simple things perfectly. It’s the touchpoints that visitors and exhibitors have with a show that really matter. Behind the scenes, I like to think that we’ve tightened up the processes in place for exhibitors and their contractors, and made all the laborious stuff easier – nobody wants to spend too much time thinking about build-up and break-down, and neither should they: instead their focus should be on the days when the show is open, engaging with new customers and spending quality time with clients in a professional environment. For visitors we are making it easier to register for the event, easier to navigate the show, network with colleagues and do business all in a pleasant and sociable environment. I want to make EAG visitors feel that they are at the heart of the industry and the community during their time at EAG. One of my objectives is to encourage more people to attend on multiple days. That means making the show floor busy with business centric events, networking opportunities, the very best exhibitors and of course the EAG Seminar programme. With that in mind we will be building on the success of the 2023 programme and are in the process of finalising content to meet the needs of the industry and incorporating the feedback we received.
You’re not new to the industry having previously worked on ATEI – what’s changed?
Exhibitions can only reflect the various sectors that they serve. As the business has changed so has the show. I think a key constant is the personality and the characters. Their passion for the industry and the sense of community and camaraderie shine through. One of the stand-out features of EAG is that it is a show with an unbelievable history but also one which serves an industry driven by technology and with a mission to deliver compelling out of home pay to play entertainment. It’s a great mix and one which runs through the various sectors that EAG serves.
Can you explain the thinking behind the launch of The Bingo Hub which was introduced last year?
Delivering a compelling show floor which reflects the dynamism of the industry has been a central objective and bingo is a really important part of the EAG experience. Rather than have bingo suppliers located throughout the exhibition, by working with our customers and with the help of the Bingo Association we have created a central point where visitors with a special interest in bingo can meet and do business. Some of the best known suppliers to the bingo industry participated in 2023 and that will be the case in January. There has always been a cross-over between bingo on the one hand and the amusements/low stake gaming sectors on the other. It makes infinite sense to harness that synergy and create a dedicated area where the bingo industry can meet and access the key suppliers. I am delighted that we have been able to collaborate with our colleagues at the Bingo Association in such a positive way and the feature will continue to go from strength to strength.
Has publication of the White Paper impacted EAG and if so in what ways?
One of the many advantages of being owned by bacta is that I have direct and immediate access to industry experts. I share an office with bacta CEO John White, my Chairman Martin Burlin is a former bacta National President and the EAG Board comprises leading executives active in the industry. As a result the show will absolutely meet the needs and demands of the industry – of that there is no doubt. The bacta analysis is that the very real prospect of significant change in the gambling landscape by Summer 2024 means that EAG will be the launchpad for manufacturers and suppliers looking to showcase the next generation of products. The opportunities provided will be transformative for both venue and game style augmenting the customer experience and delivering an enhanced cash box. Given that bacta is in advanced discussions with DCMS over potential increases in the maximum permitted stakes and prizes for the low stakes/low prize gaming machine sector, 2024 promises to be one of the most significant instalments of EAG in recent memory.
Finally, what’s your advice to readers who may be in two minds about attending. How would you convince them to make the trip to ExCeL London?
I think EAG is all about starting the business year with a bang. It’s an unrivalled opportunity to see the very latest ground-breaking products across both gaming and amusements and feed off the energy that you can only experience at a market-leading live event. Add to this an opportunity to meet with colleagues and peers, a free seminar programme packed with business relevant content and a hub dedicated to the bingo sector and it’s clear that there’s nothing to lose and so much for operators to gain from participating in the show.
The Bingo Hub makes its return to EAG 2024, with show registration live in October 2023. For the latest show information visit: www.eagexpo.com
