# EAG INTERNATIONAL EXPO **Source:** Pinball News Website **Type:** article **Published:** 2024-01-19 **Beat:** Pinball **URL:** https://www.pinballnews.com/site/2024/01/19/eag-international-expo --- ## Analysis EAG International Expo 2024 (January 16-18, London) featured seven pinball manufacturers—a significant increase from previous years when Stern was often the sole representative. Stern showcased their new Jaws game alongside Venom, The Avengers, and 007 James Bond. Jersey Jack Pinball's Elton John, Spooky's Scooby-Doo, Barrels of Fun's Labyrinth, Homepin's This Is Spinal Tap, American Pinball's Galactic Tank Force, and Chicago Gaming's Pulp Fiction were also exhibited across multiple distributor stands. The event demonstrated strong pinball representation within the broader amusement gaming trade show ecosystem. ### Key Claims - [HIGH] There have been several years where Stern Pinball was the only pinball manufacturer represented at EAG. That certainly wasn't the case this year. In fact, there were games from seven different manufacturers at the show. — _Pinball News article directly documenting EAG 2024 attendance_ - [HIGH] Jaws was announced just a couple of weeks earlier, making EAG the first opportunity for many visitors to play the new game. — _Pinball News, directly observed at show_ - [HIGH] Labyrinth from Barrels of Fun was making its UK show debut, having only been flown into the country the day before EAG opened. — _Pinball News on-site reporting_ - [HIGH] Pulp Fiction only just made it to the UK in time for EAG, arriving part-way through the first day and set up on the stand on the morning of the second day. — _Pinball News on-site reporting_ - [HIGH] Bandai Namco have recently been made a distributor for Chicago Gaming's upcoming title. As a major supplier of amusement equipment to location operators, expect to see Pulp Fiction popping up in their many arcades and FECs when it enters production. — _Pinball News reporting on distributor arrangement_ ### Notable Quotes > "There have been several years where Stern Pinball was the only pinball manufacturer represented at EAG. That certainly wasn't the case this year." > — **Pinball News**, Early in article > _Establishes significant shift in EAG's pinball representation, indicating industry growth and manufacturer participation expansion_ > "There are apparently some changes being made to the playfield's design, with a new upper-right flipper added where the right-side spinner currently lives in order to make it easier to shoot the inner ramp, and the spinner being moved a little further back into the right orbit lane." > — **Pinball News**, Homepin section > _Confirms ongoing design iteration on This Is Spinal Tap between UK Pinfest and EAG, indicating active development refinement_ > "As a major supplier of amusement equipment to location operators, expect to see Pulp Fiction popping up in their many arcades and FECs when it enters production." > — **Pinball News**, Pulp Fiction section > _Indicates Bandai Namco distribution deal will significantly expand Pulp Fiction's location presence through established arcade network_ ### Entities | Name | Type | Context | |------|------|---------| | EAG International Expo | event | Annual coin-op amusement trade show held at ExCel London, January 16-18, 2024. Features seven pinball manufacturers. | | Stern Pinball | company | Featured prominently with Jaws (new title), Venom, The Avengers: Infinity Quest, 007 James Bond: You Only Live Twice, Beatles, AC/DC Premium, Godzilla Pro across multiple stands | | Jersey Jack Pinball | company | Featured Elton John and The Godfather games on Pinball Heaven stand | | Spooky Pinball | company | Featured Scooby-Doo Where Are You! on Pinball Heaven stand | | Barrels of Fun | company | Featured Labyrinth making UK show debut, flown in day before EAG opened | | American Pinball | company | Featured Galactic Tank Force on Pinball Heaven stand | | Chicago Gaming | company | Featured Pulp Fiction collaboration with Play Mechanix on Bandai Namco stand | | Homepin | company | Featured This Is Spinal Tap (early model with design modifications in development) | | Electrocoin | company | UK distributor for Stern Pinball, hosted Stern's stand at EAG | | Pinball Heaven | company | Exhibitor representing Jersey Jack Pinball, American Pinball, Spooky Pinball, and Stern Pinball | | Retro Arcade Specialists | company | Exhibitor featuring Labyrinth (Barrels of Fun), This Is Spinal Tap (Homepin), and The Beatles (Stern) | | Bandai Namco | company | Recently appointed distributor for Chicago Gaming's Pulp Fiction; major amusement equipment supplier to location operators | | Jack Guarnieri | person | Jersey Jack Pinball representative at EAG 2024, pictured with Pinball Heaven owner Phil Palmer | | Phil Palmer | person | Owner of Pinball Heaven distributor | | Les Potts | person | Sales assistant at Pinball Heaven | | Gary Stern | person | Stern Pinball company leadership; interviewed by Pinball News and Pinball Magazine at EAG for PINcast podcast | | Jaws | game | Stern Pinball's new 2024 title, announced weeks before EAG, exhibited in Pro and Premium models | | Pulp Fiction | game | Chicago Gaming title in collaboration with Play Mechanix, just arriving in UK for EAG, entering production via Bandai Namco distribution | | This Is Spinal Tap | game | Homepin game undergoing playfield design refinements; upper-right flipper being added, spinner repositioned | | PINcast | organization | Pinball News and Pinball Magazine podcast, publishing January 2024 edition with Gary Stern interview in early February | ### Topics - **Primary:** Pinball manufacturer representation at EAG, New game announcements and debuts (Jaws, Pulp Fiction, Labyrinth), Distribution and operator partnerships (Bandai Namco/Chicago Gaming) - **Secondary:** In-development game modifications (This Is Spinal Tap playfield changes), Trade show logistics and timing, Amusement gaming industry trends at location venues ### Sentiment **Positive** (0.78) — Article celebrates record pinball manufacturer diversity at EAG and strong community engagement with exhibited games. Positive tone toward industry growth and distribution partnerships. No criticism or concerns expressed; tone is celebratory of pinball's presence in broader amusement gaming trade. ### Signals - **[business_signal]** Bandai Namco appointed as distributor for Chicago Gaming's Pulp Fiction, positioning game for significant location operator placement across their arcade and FEC network. (confidence: high) — Article: 'Bandai Namco have recently been made a distributor for Chicago Gaming's upcoming title. As a major supplier of amusement equipment to location operators, expect to see Pulp Fiction popping up in their many arcades and FECs when it enters production.' - **[event_signal]** Stern Pinball conducted distributor presentation and interview with media at EAG; Gary Stern engaged directly with press and industry partners, indicating structured community/trade engagement strategy. (confidence: high) — Article notes: 'Stern Pinball had a team at EAG and also took over one of the conference rooms upstairs at ExCel London, where they held a distributor presentation.' Pinball News conducted exclusive interview for PINcast podcast. - **[event_signal]** EAG 2024 featured seven pinball manufacturers (Stern, Jersey Jack, Spooky, Barrels of Fun, American Pinball, Homepin, Chicago Gaming), a marked increase from years when Stern was sole representative. Indicates strengthening pinball presence within mainstream amusement trade. (confidence: high) — Direct observation and explicit statement in article: 'There have been several years where Stern Pinball was the only pinball manufacturer represented at EAG. That certainly wasn't the case this year. In fact, there were games from seven different manufacturers at the show.' - **[market_signal]** Industry trend toward larger, more impressive-looking mechanical units with tactile action versus purely video-based games observed at broader EAG show, benefiting pinball's positioning. (confidence: medium) — Article: 'It was hard to spot any new trends amongst the many products on sale. If there were any, we'd suggest they are for larger, more impressive-looking units, and for more tactile, mechanical action as opposed to purely video-based games.' - **[announcement]** Jaws positioned as new Stern title, announced 'just a couple of weeks earlier' with EAG serving as first public play opportunity for many. Two models (Pro/Premium) on display for direct comparison. (confidence: high) — Article: 'As in previous years, Stern had announced their latest title just a couple of weeks earlier. So, EAG was the first opportunity for many visitors to play their new Jaws game.' - **[product_strategy]** This Is Spinal Tap undergoing playfield design modifications between UK Pinfest (August 2023) and EAG (January 2024): new upper-right flipper being added, spinner repositioned for improved inner ramp access. (confidence: high) — Article: 'There are apparently some changes being made to the playfield's design, with a new upper-right flipper added where the right-side spinner currently lives in order to make it easier to shoot the inner ramp, and the spinner being moved a little further back into the right orbit lane.' --- ## Transcript **Date:** 16th - 18th January 2024 **Location:** ExCel London, Royal Victoria Dock, 1 Western Gateway, London, UK The annual EAG International Expo returned to the ExCel London exhibition centre for the 2024 edition of this popular coin-op show. Although it is designated as a trade show, entry is free and registration is open to pretty much anyone, either in advance through the website or on the day at the show’s entrance. [![The ExCel London exhibition centre](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-expo-2024/002-eag-international-expo-2024-1024x461.jpg)](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-expo-2024/002-eag-international-expo-2024.jpg) The ExCel London exhibition centre [![ExCel is located in London's Docklands area](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-expo-2024/003-eag-international-expo-2024-1024x461.jpg)](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-expo-2024/003-eag-international-expo-2024.jpg) ExCel is located in London’s Docklands area EAG takes place in halls N2 and N3 on the north side of the huge exhibition centre. Other events take place in the adjacent halls, including the [Disney100 exhibition](https://disney100exhibit.com/london/) and the [London Motorcycle Show](https://www.mcnmotorcycleshow.com/). [![The Disney100 exhibition is also running at ExCel London](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-expo-2024/001-eag-international-expo-2024-1024x509.jpg)](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-expo-2024/001-eag-international-expo-2024.jpg) The Disney100 exhibition is also running at ExCel London [![The entrance to Hall N2 and EAG 2024](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-expo-2024/006-eag-international-expo-2024-1024x646.jpg)](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-expo-2024/006-eag-international-expo-2024.jpg) The entrance to Hall N2 and EAG 2024 There have been several years where [Stern Pinball](https://sternpinball.com/) was the only pinball manufacturer represented at EAG. That certainly wasn’t the case this year. In fact, there were games from seven different manufacturers at the show. [![The EAG International Expo show this year](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-expo-2024/004-eag-international-expo-2024-1024x252.jpg)](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-expo-2024/004-eag-international-expo-2024.jpg) The EAG International Expo show this year Let’s start with Stern who were hosted on the stand of their UK distributor, [Electrocoin](https://www.electrocoin.com/). [![The Electrocoin stand](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-expo-2024/007-eag-international-expo-2024-1024x700.jpg)](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-expo-2024/007-eag-international-expo-2024.jpg) The Electrocoin stand As in previous years, Stern had announced their latest title just a couple of weeks earlier. So, EAG was the first opportunity for many visitors to play their [new *Jaws* game](https://www.pinballnews.com/site/2024/01/04/stern-announces-jaws/). There were two models of *Jaws* at EAG – the Pro and the Premium – which gave visitors a quick way to compare the two. They were joined in the line-up by a *Venom, The Avengers: Infinity Quest* and *007 James Bond: You Only Live Twice*. [![007 James Bond, The Avengers, Venom and two models of Jaws](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-expo-2024/008-eag-international-expo-2024-1024x683.jpg)](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-expo-2024/008-eag-international-expo-2024.jpg) 007 James Bond, The Avengers, Venom and two models of Jaws As usual, there were Insider Connected leaderboards set up to track the high scores and achievements on all five machines across the three days of the show. [![Players on the five Stern Pinball games](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-expo-2024/024-eag-international-expo-2024-1024x683.jpg)](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-expo-2024/024-eag-international-expo-2024.jpg) Players on the five Stern Pinball games Stern Pinball had a team at EAG and also took over one of the conference rooms upstairs at ExCel London, where they held a distributor presentation. Pinball News and Pinball Magazine had the opportunity to sit down with Gary Stern to talk about the company, their new facility, their latest title, the impact of leaks on their launches, remaking older games and much more. You’ll be able to hear our interview in the next joint [PINcast](https://podcasters.spotify.com/pod/show/pinball-industry-news) which will be released at the start of February. Stern Pinball machines were also represented on four other stands. [Pinball Heaven](https://pinballheaven.com/) were exhibiting games from four of the manufacturers they represent, with [Jersey Jack Pinball](https://www.jerseyjackpinball.com/)‘s *Elton John* game headlining, alongside the company’s *The Godfather*. [![The Pinball Heaven stand](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-expo-2024/020-eag-international-expo-2024-1024x552.jpg)](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-expo-2024/020-eag-international-expo-2024.jpg) The Pinball Heaven stand In London to promote his company’s wares and greet pinball fans was a suitably attired Jack Guarnieri. [![Jack Guarnieri with Pinball Heaven owner Phil Palmer and sales assistant Les Annie Potts](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-expo-2024/009-eag-international-expo-2024-1024x680.jpg)](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-expo-2024/009-eag-international-expo-2024.jpg) Jack Guarnieri with Pinball Heaven owner Phil Palmer and sales assistant Les Annie Potts Along with *Elton John* and *The Godfather*, Pinball Heaven also had *Galactic Tank Force* from [American Pinball](https://www.american-pinball.com/), *Scooby-Doo Where Are You!* from [Spooky Pinball](https://www.spookypinball.com/) and *Venom* from Stern Pinball. [![The five machines on the Pinball Heaven stand](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-expo-2024/010-eag-international-expo-2024-1024x461.jpg)](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-expo-2024/010-eag-international-expo-2024.jpg) The five machines on the Pinball Heaven stand Around the corner from Pinball Heaven was the stand of [Retro Arcade Specialists](https://retroarcadespecialists.co.uk/) who had another three machines, each from a different manufacturer. [![The stand of Retro Arcade Specialists](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-expo-2024/012-eag-international-expo-2024-1024x683.jpg)](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-expo-2024/012-eag-international-expo-2024.jpg) The stand of Retro Arcade Specialists *Labyrinth* from [Barrels of Fun](https://shop.kollectfun.com/) was making its UK show debut, having only been flown into the country the day before EAG opened. [![Labyrinth from Barrels of Fun](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-expo-2024/022-eag-international-expo-2024-461x1024.jpg)](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-expo-2024/022-eag-international-expo-2024.jpg) Labyrinth from Barrels of Fun Also new to EAG was *This Is Spinal Tap* from [Homepin](https://homepin.com/). There are very few of these around and this is the same early model which was exhibited at [UK Pinfest](https://www.pinballnews.com/site/2023/09/03/uk-pinfest-2023/) in August. [![This Is Spinal Tap from Homepin](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-expo-2024/021-eag-international-expo-2024-461x1024.jpg)](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-expo-2024/021-eag-international-expo-2024.jpg) This Is Spinal Tap from Homepin There are apparently some changes being made to the playfield’s design, with a new upper-right flipper added where the right-side spinner currently lives in order to make it easier to shoot the inner ramp, and the spinner being moved a little further back into the right orbit lane. The third game on Retro Arcade Specialists’ stand was *The Beatles* from Stern Pinball. [![The three games on Retro Arcade Specialists' stand](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-expo-2024/013-eag-international-expo-2024-1024x682.jpg)](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-expo-2024/013-eag-international-expo-2024.jpg) The three games on Retro Arcade Specialists’ stand The seventh manufacturer represented at EAG is [Chicago Gaming](https://www.chicago-gaming.com/) whose *Pulp Fiction* collaboration with Play Mechanix was being shown on the [Bandai Namco](https://www.bandainamco-am.co.uk/) stand. [![Pulp Fiction on the Bandai Namco stand](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-expo-2024/011-eag-international-expo-2024-679x1024.jpg)](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-expo-2024/011-eag-international-expo-2024.jpg) Pulp Fiction on the Bandai Namco stand Bandai Namco have recently been made a distributor for Chicago Gaming’s upcoming title. As a major supplier of amusement equipment to location operators, expect to see Pulp Fiction popping up in their many arcades and FECs when it enters production. Pulp Fiction only just made it to the UK in time for EAG, arriving part-way through the first day and set up on the stand on the morning of the second day. There were two other Stern Pinball titles on exhibitors’ stands. [Game Payment Technology](https://www.gamepayment.technology/) were using an *AC/DC* Premium to demonstrate how their cashless payments system worked. [![The AC/DC Premium on the Game Payment Technology stand](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-expo-2024/014-eag-international-expo-2024-1024x630.jpg)](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-expo-2024/014-eag-international-expo-2024.jpg) The AC/DC Premium on the Game Payment Technology stand Meanwhile, over on the other side of the show, [ASK Global Solutions](https://askglobal.net/) were doing the same for their payments system using a *Godzilla* Pro. [![The Godzilla game on the ASK Global Solutions stand](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-expo-2024/005-eag-international-expo-2024-533x1024.jpg)](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-expo-2024/005-eag-international-expo-2024.jpg) The Godzilla game on the ASK Global Solutions stand That wraps it up for the pinball element at this year’s EAG show. We didn’t spot any other examples of pinball in any form on other stands. Not even any of those miniature pinball-style prize dispensers for kids. The show seemed to be well-supported by exhibitors and visitors, with the aisles being busy without becoming crowded. There may well have been more visitors but for the sub-zero temperatures outside. [![Busy... but not too busy](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-expo-2024/015-eag-international-expo-2024-1024x683.jpg)](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-expo-2024/015-eag-international-expo-2024.jpg) Busy… but not too busy It was hard to spot any new trends amongst the many products on sale. If there were any, we’d suggest they are for larger, more impressive-looking units, and for more tactile, mechanical action as opposed to purely video-based games. [![Some of the typical large-scale amusement equipment](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-expo-2024/018-eag-international-expo-2024-1024x461.jpg)](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-expo-2024/018-eag-international-expo-2024.jpg) Some of the typical large-scale amusement equipment [![One of many, many ball games at EAG](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-expo-2024/019-eag-international-expo-2024-491x1024.jpg)](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-expo-2024/019-eag-international-expo-2024.jpg) One of many, many ball games at EAG [![We saw the development version of this Godzilla VR game when we visited Raw Thrills back in October](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-expo-2024/023-eag-international-expo-2024-461x1024.jpg)](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-expo-2024/023-eag-international-expo-2024.jpg) We saw the development version of this excellent Godzilla VR game when we visited Raw Thrills back in October It’s good to see pinball being so well represented to the amusement trade. Not only with the wide variety of current games and manufacturers, but also with the obvious crowds of players those games drew throughout the show. Why not take a look at this year’s EAG International Expo for yourself with our exclusive Twenty-Two Minute Tour 4K UHD video walk around the show floor. VIDEO We hope you enjoyed our coverage. Don’t forget to listen to the January 2024 edition of our [PINcast](https://podcasters.spotify.com/pod/show/pinball-industry-news) when it is published at the start of February for Martin’s and Jonathan’s take on the show, plus their exclusive interview with Gary Stern. We’ll be back next January for EAG 2025. Keep an eye on our [Diary page](https://www.pinballnews.com/site/diary/) for the precise dates just as soon as they are confirmed. _(Acquisition: raw_text, Enrichment: v1)_ --- *Exported from Journalist Tool on 2026-04-13 | Item ID: 387a1de8-f7aa-4f5a-90ef-14a57899cb3b*