The Entertainment, Attractions & Gaming Expo Europe (EAG) took place last week at the Excel in London. The three-day event showcased the latest across amusements and attractions.
For 2025, the show expanded to accommodate the rising trend in competitive socialising and immersive experiences and added co-located shows, Social Immersive Entertainment Expo (SIE) and the London Casino & Gaming Show.
The SIE session track was moderated by Kevin Williams, co-founder/technology advisor, KWP Ltd, and discussed challenges and technologies across social and immersive experiences.
The first day focused on XR. The free roam session included Sebastian Malavasi, CEO of Hero Zone, and John Lilley, MD of meetspaceVR. Hero Zone was exhibiting its product at the show. The company recently expanded its content library with Wizards Academy.
Expert speakers at EAG 2025
Matt Wells, CEO of Frontgrid and Alex Lurie, CEO of Vertigo VR Group, spoke about XR attractions. Frontgrid recently announced its gamified flying VR experience over Niagara Falls, opening in spring 2025. Both speakers spoke about looking to the future but always with a view to making a commercially viable product. “You have to innovate or evaporate,” said Wells.
Ben Fry, creative lead at Holovis, spoke with James Wallman, CEO of WXO, about facilities in social entertainment. Holovis was exhibiting its 360Golf product at the show, which integrated advanced tracking and automated stroke-counting technology to gamify mini golf further.
In another session, Jonny Powell, CEO of 501 Fun, Peter Cliff, CEO of Game Volt, and Jonathan Marcotte, business development at Moment Factory, spoke together on social entertainment. 501 Entertainment launched its new product, Interactive Mini Golf, at EAG 2025. GameVolt presented its product Supercharged Shuffle at the show, which combines the skill of shuffleboard with gamified technology.
Brandon Wiley, chairman of LBX Collective and Justin Barker, general manager of SEGA Amusement International, spoke about new amusement trends.
The show included 96 exhibitors showcasing products and innovations across the industry. One such was MH Leisure, which was debuting its exclusive Bluey children’s ride at the show.
It also marked a change of guard for the EAG chairman. Martin Burlin stepped down after 15 years of guiding the show to be succeeded by Nick Harding.
EAG Expo Europe will return in 2026.
