Until January 15 at ExCeL London, operators and visitors can explore the latest in amusement, competitive socialising, and casino gaming, with immersive experiences aimed at Generation Z.
Technology is the star of the 2026 edition. According to Nick Harding, President of EAG, the “Under One Roof” strategy reflects the sector’s shift towards connected, technology-driven experiences. The fair aims to support informed decision-making, promote sustainable business models, and open new commercial opportunities.
At the heart of the event is the historic amusement area, alongside the SIE Expo, dedicated to the fast-growing competitive socialising sector, and the London Casino and Gaming Show, focused on casino products and street gaming in the UK and Europe. Harding emphasizes that bringing these sectors together in one venue gives visitors a complete overview of innovation and business opportunities.
Sector innovations are clear: immersive game design, smart technologies, and increasingly refined food & beverage offerings. Operators show how even simple activities, when enriched with storytelling and atmosphere, can create engaging experiences and tangible economic results.
Special attention is given to Generation Z, with interactive experiences such as karaoke pods, shuffleboard, interactive darts, axe throwing, and boutique bowling. “At a time when leisure budgets are under pressure, consumers are looking for truly engaging experiences,” Harding comments.
With international operators and cutting-edge technology on display, EAG Expo 2026 confirms London as Europe’s entertainment capital, ready to set the sector’s trends for the new year.
