Exhibition industry professional Tom Hackett is the latest addition to the Bacta team responsible for delivering January’s edition of EAG. In this Q&A Tom reflects on what makes EAG different from the expos that he’s worked on, expands on the importance of the EAG ownership model and looks ahead to what will be the biggest edition of EAG since the show launched at ExCeL London in 2010

How would you describe the market response to EAG – what’s the mood of the industry?

I’ve been working on EAG for just a couple of months and in all of my dealings with exhibitors and visitors the feedback has been extremely positive. I think the industry is genuinely looking forward to January for a number of reasons. EAG is a much loved and respected business show. Of course, it’s an opportunity for the industry to meet-up and share opinions and ideas but fundamentally it’s a fantastic business event. Exhibitors will be bringing literally thousands of new products to the exhibition and operators will be attending  ExCeL London with a desire to source the latest equipment which will keep their customers entertained and coming back for more whether they are based at the coast or inland. There’s a huge amount of affection for EAG. I’ve met with industry professionals in their mid-forties who attended EAG or ATEI as it was when they were teenagers and there’s a tangible desire for EAG to succeed. Harnessing that energy and combining it with an industry-leading showcase of big names and outstanding products is a formidable proposition.

Trade shows reflect the industries they serve – from the conversations that you are having how would you say the industry is approaching EAG 2025?

Despite a slow start to the summer and obviously the disappointment of having the White Paper on gambling reforms side-lined by the snap general election I think there’s a genuine excitement for the future and the year ahead. From an exhibitor perspective that confidence and buoyancy is reflected in stand sales which are significantly ahead of the same stage last year, a situation which will accelerate as we get closer to January.

From your experience gained working across a variety of live events serving different sectors, what makes EAG different?

I think the fact that EAG is trade association owned is a huge factor and an important point of difference. Whilst that doesn’t mean EAG doesn’t have a commercial head what it does mean is that every decision is made in the best long-term interests of the industry that Bacta serves. That coupled with having an in-house organising team working out of Ely Place means that we have the trust of the industry. Profits are reinvested in the show and used to support the work of Bacta in terms of its crucial political engagement campaign, representing the industry with external stakeholders and fulfilling its core objective of protecting and promoting the business interests of Bacta members. We should also recognise the important role played by the Bacta Seminar Programme, and the Bacta Safer Gambling Hub both of which take place at show and of course the fact that Bacta members receive a discount on the cost of their stand space. From every perspective I would say it’s a highly progressive and productive relationship.

What do you think exhibitors are looking to achieve from being at EAG. What does success look like for your clients?

Fundamentally commercial organisations will attend exhibitions for one or more of the following reasons: to build their brand, to launch new products, and to generate leads for sales further down the line. EAG is the perfect platform to achieve all three. I’ve spoken about the love that exists for EAG within the amusements industry but in addition to the history and the heritage enjoyed by EAG/ATEI the show has to serve a commercial purpose. Everything is in place for EAG 2025 to do exactly that and in so doing deliver for the entire supply chain of manufacturers, distributors and operators across every sector encompassing AGCs, FECs, Piers, Pubs, Bingo Clubs, Parks, Attractions, and the retail environments served by the co-located Social Immersive Entertainment Expo which is focussing on the latest trends that are driving the future of out of home entertainment.

Are you confident that EAG 2025 will be the biggest on record and will the core EAG remain the biggest part of the expo?

Extremely confident is the straight-forward answer and that’s irrespective of the additional space generated by the co-located Social Immersive Entertainment Expo and the London Casino and Gaming Show. EAG is the engine and will remain the main focus moving forward. The two new stand-alone expos reflect market trends and the Social Immersive Entertainment Expo represents a step into the future. It’s very important to be at beginning of something that’s new and dynamic and the Social Immersive Entertainment Expo is evidence of that. By adding the two new co-located events the aim is to grow the overall attendance at ExCeL London for the benefit of all of our exhibitors.

For show information: www.eagexpo.com