Justin Burke, Sales Director at Sega Amusements International Ltd, explains how the leading brand aims to take full advantage of the opportunities arising from the co-location of the Social Immersive Entertainment Expo (SIE) and what the industry can expect from the addition of SIE including meeting new operators, having new conversations and exploring new opportunities.

How are you navigating the opportunity of having two highly relevant co-located shows – how will you approach it logistically?

Sega has expanded the total booth space this year to accommodate the increased diversity of the EAG and SIE. We were fortunate our booth location was on the border of the two shows and have added the extra space ‘behind’ our normal booth which conveniently falls into the SIE show floor.

How many members of your team will be attending EAG/SIE – does having two events put additional demands on the company in terms of headcount?

Any major international show puts demands on head count and we’ll have in the region of 25 - 30 throughout the set-up and show days. Certainly, the extra strain on a bigger booth comes hardest for the technical set up crew; more space means more product and that just means more bodies at the front end and obviously breakdown. As far as the show days are concerned it will be our usual world-renowned sales team along with representatives from the various companies we distribute for. Its certainly going to be a busy booth.

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 to what we normally see at EAG – if so in what way(s)?

Absolutely! Whilst shows are great for seeing existing customers from both a business and social standpoint, the real ‘value add’ and what drives trade show investment comes from meeting new clients, having new conversations and exploring new opportunities. Having the opportunity for cross-fertilisation from one show to the other is fantastic for both visitors and exhibitors. A lot of companies in the Social Competitive Entertainment space are very new, often headed-up by a younger demographic – they have a very fresh, new and often different view of ‘how things should be’ – it’s refreshing, healthy and leads to a host of opportunities. 

There is a wealth of experience and product we as traditional amusement suppliers can offer them, and visa-versa a new world that they can bring to us. Naturally there will be a host of new ideas and products in SIE that will be of interest to the constantly evolving amusement operator.

Do you have a product range which is dedicated to immersive/competitive/social entertainment?

Yes, in fact we will have three and none of them small or traditional ‘coin-op’ orientated. We have an association with 501 Fun, the market leaders in providing leisure orientated darts systems in the social competitive market, and we will showcase Augmented Reality Darts. 

The system has taken hold globally since its launch post-pandemic. It provides accessible entertainment for both male and female players and adds primary and secondary income streams for venues, working as a standalone attraction in an F&B venue or as part of a multi leisure venue.

The other two products I can’t reveal yet, as one will get its global launch at IAAPA USA and the other will actually be at EAG/SIE. But both will again fit into the traditional amusement sector and the social competitive entertainment style venue.

In addition to these we are well positioned to supply ‘traditional’ coin op games into those venue types, be it branded basketballs, alley rollers and the like.

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

I think I can count eight right now! These will cross EAG and SIE, both traditional coin op, VR and attraction based.

How important is EAG to the UK industry, what are your objectives and what do you want to achieve?

The show and its heritage are imprinted on the industry. I am not alone in proudly being able to say my father and my grandfather used to go to the show’s previous incarnations or that as a young boy a visit was an annual highlight, and not only to have a day off school! 

One can’t imagine the UK industry without it. Putting my emotions to one side and wearing my business hat, it is very very important on so many levels – showcasing new products, meeting familiar faces to talk shop and exchange ideas, creating opportunity to benefit suppliers and operators. The objective is to set us up for the year ahead with our best foot forward.

I feel for the industry to show a vibrant and united front is so important on many levels especially a political one.

EAG 2025 will be the biggest edition since the show opened at ExCeL London in 2009 – how do you see the event evolving and growing in importance?

I remember the first EAG and I have been an avid supporter ever since. I’m proud that this will be the biggest edition and I hope this new step of adding SIE and the gambling show is just the first page of a new chapter.

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

For a number of years, it has been ‘all about the customer experience’. I see that continuing to evolve in more and more leisure, entertainment and F&B spaces as the demand for social interaction grows. Whilst hospitality is a challenging arena commercially the necessity for quality products and offerings along with new innovative ideas will never be in more need.

Our role is to supply the product and experience to allow business to fulfil those needs and let customers create happy memories – including the occasional Instagram post!

Last year Bacta President John Bollom went on the record to say that without the income generated by the FEC arcade on Mumbles Pier that 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?

John’s statement was a valid one. I think certain pockets of a government and its administration do recognise the contribution the industry makes, and BACTA and its members do a sterling job in ensuring that message is made loud and clear. But as government come and go, new people step in the cycle of education is never ending, and we all must never be complacent in driving home the value that this wonderful industry adds to this country.

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