Three Shows, One Vision: How EAG Expo 2026 Is Reimagining the Future of Land-Based Entertainment in Europe

When the doors of London’s ExCeL Exhibition Centre open on January 13, 2026, they will usher in more than just another annual industry gathering. Three major expos, EAG, SIE, and the newly introduced LCG—will come together under one roof this January. The joint event is set to reshape how leisure, entertainment, and gaming evolve across the UK and Europe.

A Historic Trifecta

Under the banner “Three Events – One Location,” the tri-expo event is not only a logistical innovation but a symbolic one. It reflects the growing intersection between gaming, immersive entertainment, and technology-driven venue experiences. The convergence is being spearheaded by Bacta, the UK’s leading trade association for the amusements and gaming sector, which has organized the flagship EAG Expo for over 70 years.

The result is a single, unified platform that spans the full spectrum of location-based entertainment. From coin-operated amusements to high-stakes casino environments and next-gen social gaming experiences.

The London Casino & Gaming Show: A Dedicated Forum for the Casino Sector

Launching in 2026, the London Casino & Gaming Show (LCG) will offer a focused space for the land-based casino industry, something the UK hasn’t seen in years. Running alongside EAG, it’s set to bring together game developers, equipment suppliers, and venue operators who are rethinking what the modern casino floor should look and feel like.

Rather than rows of basic stands, the event will feature spaces designed to look and sound like working venues. The goal is to create a setting where conversations happen inside environments that reflect the real-world pressures and possibilities of today’s casinos.

This year’s layout goes beyond traditional trade show design. Every corner is shaped to feel like part of a real gaming space, from the lighting and seating to the way machines are arranged. It’s meant for people planning, building, or running physical casinos, but also appeals to those working in hospitality, leisure, and property development.

Slot machines will be a major focus, not just in terms of hardware but also game design and regulation. The interest isn’t limited to venue floors either. The continued demand for UK slots, especially on online gambling platforms filled with both modern titles and long-running classics, shows how strong this segment remains across formats. The show will explore what that means for brick-and-mortar operators.

Social Immersive Entertainment Expo: A New Lens on Engagement

Also launching in 2025 and returning in 2026, the Social Immersive Entertainment Expo (SIE) brings a fresh category into the spotlight: social-first entertainment designed for shared, location-based experiences. Think VR arenas, interactive darts, mixed reality escape rooms, and competitive gaming lounges.

With exhibitors like Dartsee, ESC2VR, Fininvest, and Dransfields already confirmed, the SIE floor is shaping up to be a playground of innovation. The expo also includes a co-located seminar series dedicated to topics such as gamification, social interactivity, and multiplayer monetization strategies.

Organizers envision the Social Immersive Entertainment Expo (SIE) as a catalyst for reshaping how physical spaces deliver digital play. Positioned at the crossroads of interactive tech, social behavior, and venue design, SIE aims to evolve the arcade concept into a networked, interactive environment built for modern audiences.

The Powerhouse: Entertainment Attractions & Gaming Expo Europe (EAG)

Returning as the anchor event, EAG continues its legacy as Europe’s premier showcase for coin-operated amusements, family entertainment centers, and out-of-home gaming equipment. But far from standing still, EAG 2026 is evolving to reflect broader shifts in consumer behavior and venue innovation.

The show draws over 5,000 industry buyers annually, spanning 45 countries. Visitors include procurement leads from theme parks, arcades, trampoline parks, bowling alleys, pubs, shopping malls, and cruise operators. All of them are seeking ways to increase footfall and dwell time.

Bacta’s leadership views this year’s edition as a pivotal moment for the organization and the wider industry. The awards featured at EAG are intended to reflect Bacta’s core principles, highlighting a commitment to professionalism, ethical conduct, sustainability, and accountability. These values remain central to the association’s role within the sector.

A Celebration of Excellence: The Bacta Awards

EAG 2026 will again feature the prestigious Bacta Awards. These awards recognize individuals and companies that have made meaningful contributions to leisure and gaming.

The focus is on sustainability, innovation, and community impact. Award categories include Ethical Practice, Community Engagement, and Excellence in Entertainment Design.

Winners are chosen not just for business success but for embodying core industry values. These include safety, fun, and social responsibility.

The awards are intended to highlight companies that go beyond commercial goals. They reward those that help shape a more inclusive and ethical sector.

What to Expect: Visitors and Opportunities

Interest in the 2026 event is already strong. Buyers from global entertainment brands and leisure operators are registering in advance.

The event’s reach extends from Western Europe to Southeast Asia and the Middle East. This shows the global appeal of UK-led innovation in the gaming space.

For exhibitors, the three-show format offers an efficient way to reach several overlapping markets. A single booth could attract casino professionals, immersive gaming buyers, and traditional amusement operators.

Visitors benefit from being able to track trends, explore technologies, and meet strategic partners, all in one location.

Exhibitors see this as an ideal space to pitch to multiple sectors in a single day. For example, a VR darts startup might speak with both mall operators and casino developers.

London’s ExCeL Centre: A Venue Built for Hybrid Innovation

The ExCeL Centre in London remains the ideal venue for this kind of cross-industry showcase. It has served as EAG’s home for years and continues to offer the infrastructure needed for growth.

The venue’s tech-ready spaces and modular layout allow for simultaneous events. It supports both deep-dive sector content and broader experiential overlap.

The co-location model encourages exploration beyond one’s own industry. For instance, a casino buyer could discover a gamified trampoline concept. A developer might see how traditional arcade hardware is being enhanced through AI.

This blend of proximity and contrast is by design. It fosters conversation, collaboration, and innovation between sectors that are increasingly interconnected.

The Bigger Picture: Industry at a Crossroads

The entertainment and gaming industry is in a state of rapid flux. Digital fatigue, demand for social connection, and the push for hybrid spaces are reshaping how consumers engage with physical venues. Against this backdrop, EAG 2026 and its co-located expos are more than just trade shows, they’re strategic inflection points.

By combining legacy sectors with emergent experiences, the event presents a holistic view of what’s next for the industry. It’s not just about machines or platforms; it’s about ecosystems of engagement and knowledge, rooted in place and powered by innovation.

Final Word

With its ambitious tri-event format, deep industry roots, and future-forward programming, EAG Expo 2026 is setting a new standard for what an entertainment and gaming show can be. It is part marketplace, part incubator, part celebration. Whether you’re a casino operator, VR developer, venue manager, or policy advocate, January in London is where you’ll want to be.