Game On: Elevating Social Play at EAG 2025!

The Entertainment, Attractions & Gaming Expo Europe (EAG) occurred last week at the Excel in London. The three-day occasion highlighted the latest developments in amusements and attractions.

For the year 2025, the exhibition grew to address the increasing trend in competitive socializing and immersive experiences, along with introducing co-located shows, Social Immersive Entertainment Expo (SIE) and the London Casino & Gaming Show.

The SIE session track was led by Kevin Williams, co-founder/technology advisor at KWP Ltd, discussing obstacles and technologies within social and immersive experiences.

The opening day concentrated on XR. The free roam session featured Sebastian Malavasi, CEO of Hero Zone, along with John Lilley, MD of meetspaceVR. Hero Zone displayed its product at the exhibition. The company has recently broadened its content library with Wizards Academy.

Expert speakers at EAG 2025

Matt Wells, CEO of Frontgrid and Alex Lurie, CEO of Vertigo VR Group, discussed XR attractions. Frontgrid recently revealed its gamified flying VR experience over Niagara Falls, set to debut in spring 2025. Both speakers emphasized the importance of innovation while keeping in mind commercial viability. “You must innovate or vanish,” stated Wells.

Ben Fry, creative lead at Holovis, conversed with James Wallman, CEO of WXO, regarding facilities in social entertainment. Holovis was showcasing its 360Golf product at the exhibition, featuring advanced tracking and automated stroke-counting technology to enhance the gamification of mini golf.

In a different session, Jonny Powell, CEO of 501 Fun, Peter Cliff, CEO of Game Volt, and Jonathan Marcotte, business development at Moment Factory, collaborated on discussions of social entertainment. 501 Entertainment introduced its latest product, Interactive Mini Golf, at EAG 2025. GameVolt showcased its Supercharged Shuffle at the exhibition, melding the skill of shuffleboard with gamified technology.

Brandon Wiley, chairman of LBX Collective and Justin Barker, general manager of SEGA Amusement International, discussed emerging amusement trends.

The exhibition included 96 exhibitors presenting products and innovations across the sector. One of them was MH Leisure, which unveiled its exclusive Bluey children’s ride at the exhibition.

It also signaled a transition for the EAG chairman. Martin Burlin retired after 15 years of steering the event to be succeeded by Nick Harding.

EAG Expo Europe will return in 2026.