How many years have you been exhibiting at EAG and before that ATEI?

 JA – As you'd expect, Bandai Namco has been at every iteration of the London show under all its guises over the years. From Namco Europe and Brent Leisure right up to the Bandai Namco Amusement Europe brand you see today, many of the industry's iconic hits and most popular game series have been unveiled to event visitors since the early days of ATEI.

I've been in the industry since the last century! 1999, to be precise, and with Bandai Namco since 2010. I always remember seeing PAC-MAN and his friends adorning an endless number of diverse cabinets, marquees, marketing materials and even carpets on each occasion; such is the presence of the brand and the products it carries. 2024 will be no different.

 

Overall, how many of your products will be making their debut at EAG in January?

JA – With the show diary the way it currently stands, we try to hold some debuts for all significant shows like EAG, but this is a challenge to achieve given the breadth of leading companies we represent.

Each show is different and has its own footfall makeup; therefore, we use EAG to display proven products to help operators make all-important buying decisions.

Seven big titles will make their European debuts in London this year, as well as a couple of UK debuts. We're also bringing a first to the event: a new section of the stand dedicated to Gashapon, our hugely popular and trending branded capsule vending business.

 

What are the key products that you will be showing?

JA – We have a wide range of products from the market's leading suppliers. All the games we carry and the services we provide cater to any business looking for high-revenue solutions that drive growth in their operations.

The headline launch at IAAPA Expo was Goldstorm Pirates, Bandai Namco's long-awaited return to the shooting game market, and it has gone down a storm, too, so we're looking forward to showing that to EAG visitors. Having also taken their bows in Orlando, the wildly popular Wani Wani and Taiko Drum Kiddie Rides will be on show along with the latest game to work up a sweat, Jumpin Jupiter. Another London first-look goes to Strike Hook, which was previously shown to impressed crowds in Asia.

From our incredible partners, we have Raw Thrill's Angry Birds Boom blasting its way to the UK for the first time while its ever-popular Halo Fireteam Raven gears up in its 55" two-player format.

Adrenaline's Duck Derby waddles its way to a European unveiling. At the same time, Minions Bullseye Mania from Touch Magix follows up its prototype at IAAPA with a showing of the new fully licensed dart-toss release.

We have the first European look at Andamiro's Star Wars pusher, and Leon Amusements' updated Space Drop XL crane weighs in alongside a host of other high-earning, popular equipment.

 

Are you expecting the SIE to attract a new audience to the show, and what do you think that audience will comprise? Will they have a different profile from what we usually see at EAG? If so, in what way(s)?

JA: I'm very intrigued to learn more about this section of the show. Competitive Socialising, Eatertainment, and other experiential venues are as popular as ever, so it's pleasing that the EAG team has listened and is trying to expand the show to encompass new elements and attract more visitors.

 

How vital is EAG to the UK industry, and what does success look like – what are your objectives, and what do you want to achieve?

JA – Success for any company across all events is uniform - good return on investment.  Bandai Namco is a company that can offer tailored solutions to the broadest range of projects that the industry is home to across all product categories, from machines to payment solutions and prize supplies.

As always, it will be great to meet colleagues and friends from the circuit. Hopefully, the show will generate new contacts and valuable new business leads.

 

EAG 2025 will be the biggest edition since the show opened at ExCeL London. How do you see the event evolving and growing in importance?

JA – Recalling my first ATEI in 2000 makes me feel my age! The world and our business have all moved on incredibly since then, and in this digital age, it is easier to research products and find them online.

However, there is nothing like face-to-face communication with customers, where we can all meet in one place and get hands-on with the latest products. Our industry innovates with larger-than-life, multidimensional products designed to catch attention, so it is essential to experience them firsthand, and trade events offer that opportunity.

In-person meetings also facilitate valuable operator feedback, which helps us develop for the future. This is why we invest in the show circuit and expand our team to better service global markets.

 

What are the dominant trends in the out-of-home entertainment sector, and what will be the big talking points for 2025?

JA – It's always tricky to predict the future in any business, but strong demand across our whole range of products and services tells us that the LBE industry is as strong as ever, albeit steadily evolving.

We've recently completed many projects that reflect the rise in popularity of multifaceted locations that cater to games, F&B and general socialising, and we see no sign of that slowing down.

Offering value, true innovation and staying relevant will be as crucial in 2025 as ever.  

 

Last year, Bacta President John Bollom went on the record to say that without the income generated by the FEC arcade on Mumbles Pier, the business model for the family-owned Pier would be unsustainable – do you think the Government recognises the contributions made by the machine sector not just to Piers but to the leisure economy in general. If not, what should be done about the knowledge gap?

JA –  As mentioned, our industry is markedly different from what it was as recently as a decade ago.

Society has evolved, and so has how people eke out their entertainment. Our industry must move with that or be left behind.

The amusement and play-for-fun side of the business is often overlooked. Still, it brings significant tax revenue and employment generation opportunities to the UK.

This is so significant that large multinational companies are looking to enter the UK market, showing their strength and that of the leisure business. We must continue to respond to the demand for new experiences with better and more tailored solutions that meet this changing appetite head-on.