# EAG INTERNATIONAL EXPO 2022 **Source:** Pinball News Website **Type:** article **Published:** 2022-03-04 **Beat:** Pinball **URL:** https://www.pinballnews.com/site/2022/03/04/eag-international-expo-2022 --- ## Analysis EAG International Expo 2022 returned to ExCel London in March after a 2021 cancellation and January delay due to COVID-19. The event was notably smaller than previous years, with fewer overseas exhibitors attending and reduced floor space. Stern Pinball was the only major pinball manufacturer present, showcasing Rush and older Pro models through their UK distributor Electrocoin, while heavily promoting their Insider Connected system with operator-focused features. ### Key Claims - [HIGH] EAG International Expo 2022 was moved from mid-January to early March due to COVID-19 pandemic restrictions in the UK — _Explicitly stated in article opening regarding scheduling delay_ - [HIGH] Markedly fewer visitors and vendors attended EAG 2022 compared to previous years — _Article explicitly states 'markedly fewer visitors and vendors than usual' and describes the show as 'eerily quiet at times'_ - [HIGH] EAG 2022 occupied smaller floor space than the 2020 show (halls S4/S5 vs. N1/N2/N3) — _Specific hall information provided: 'In 2020 it was held on the north side...halls N1, N2 and N3. This year it was on the south side in halls S4 and S5'_ - [HIGH] Stern Pinball was the only major pinball manufacturer with representation at EAG 2022 — _Article states: 'This year only Stern Pinball had any representation' and 'Apart from Stern's presence, there was surprisingly little pinball to be found'_ - [HIGH] A London Underground strike on opening and final days of the show delayed visitor arrivals until around lunchtime on Wednesday — _Article describes: 'a strike by workers on London's tube network on the opening and final days...many visitors...didn't make it...until around lunchtime'_ ### Notable Quotes > "There were markedly fewer visitors and vendors than usual at this year's EAG International Expo show." > — **Pinball News (author)**, n/a > _Direct assessment of show's reduced scale compared to historical attendance_ > "In previous years there had been a significant presence by several of the major pinball manufacturers. This year only Stern Pinball had any representation." > — **Pinball News (author)**, n/a > _Highlights notable absence of other manufacturers like JJP, Spooky, Chicago Gaming at European showcase_ > "Apart from Stern's presence, there was surprisingly little pinball to be found at the show this year with no other manufacturers exhibiting either physical or digital pinballs." > — **Pinball News (author)**, n/a > _Underscores significant reduction in pinball industry presence at major European trade show_ > "Seth said the hosted tournament leader board they were using at the show would soon be rolled out to Pro users allowing operators to set up and run their own high-score tournaments." > — **Seth Davis (Stern Pinball President)**, n/a > _Announcement of upcoming Insider Connected feature for operator-run tournaments_ ### Entities | Name | Type | Context | |------|------|---------| | EAG International Expo | event | UK's largest amusements trade show held at ExCel London; delayed from January to March 2022 due to COVID-19; served as primary European platform for pinball and amusement industry | | Stern Pinball | company | Only major pinball manufacturer exhibiting at EAG 2022; showcased Rush Premium, Rush Pro, Avengers Infinity Quest Pro, The Mandalorian Pro, and Godzilla Pro | | Seth Davis | person | New President of Stern Pinball at time of EAG 2022; gave presentations on Insider Connected Pro version benefits for operators | | Gary Stern | person | Stern Pinball leadership present at EAG 2022 event | | Doug Skor | person | Stern Pinball leadership present at EAG 2022 event | | Waison Cheng | person | Lead developer of Insider Connected system; attended EAG 2022 to ensure system functionality and answer operator questions | | Electrocoin | company | Stern Pinball's UK distributor; hosted Stern display at EAG 2022 | | John Stergides | person | Head of Electrocoin; avid pinball fan; recently opened Funland arcade in London showcasing Stern Premium models | | Insider Connected | product | Stern Pinball's connectivity system; heavily promoted at EAG 2022; features hosted leaderboards, tournament capabilities for Pro subscribers, and game data tracking for operators | | Rush | game | Stern Pinball's cornerstone release at time of EAG 2022; displayed in both Premium and Pro models | | Avengers: Infinity Quest | game | Stern Pinball Marvel title; Pro model exhibited at EAG 2022 | | The Mandalorian | game | Stern Pinball Star Wars property; Pro model exhibited at EAG 2022 | | Godzilla | game | Stern Pinball title; Pro model exhibited at EAG 2022 | | ExCel London | event_venue | Exhibition center in Royal Victoria Dock, London hosting EAG International Expo; also hosted concurrent building and white label product shows | | BACTA | organization | British Amusement Catering Trade Association; co-organizes EAG International Expo; had large member relaxation area at 2022 event | | London Pinball | company | Supplied Big Buck Hunter Pro machine to Game Payment stand at EAG 2022 for demonstration | | Funland London | venue | Arcade opened recently by John Stergides (Electrocoin); showcases Stern Premium pinball models | ### Topics - **Primary:** COVID-19 pandemic impact on trade shows and industry attendance, Stern Pinball's Insider Connected system and operator features, Reduced pinball manufacturer participation in European trade events - **Secondary:** Operator-focused pinball business and location machine promotion, Supply chain challenges affecting product development and manufacturing - **Mentioned:** Virtual reality as emerging product category in amusement sector ### Sentiment **Mixed** (0.45) — Author expresses cautious optimism about EAG's return and Stern's contributions while expressing disappointment about reduced attendance, limited new products, and missing pinball manufacturer presence. Closing remarks acknowledge positive aspects (Stern's involvement, Insider Connected demo) while lamenting overall scale reduction. ### Signals - **[business_signal]** Amusement sector facing ongoing operational uncertainty post-COVID; operators reluctant to purchase new products due to venue shutdowns and supply chain problems (confidence: high) — Author states: 'Operators have been reluctant to buy current products with shuttered venues and uncertainty over future restrictions, while supply chain problems, staff shortages and increased transport costs and delays have held back product development' - **[business_signal]** Overseas exhibitors largely declined to attend EAG 2022, indicating hesitancy in international trade show participation post-COVID (confidence: high) — Author notes: 'a number of regular exhibitors, mostly from overseas, had opted not to attend' - **[community_signal]** Stern implementing tournament leaderboard features at trade shows to drive Insider Connected adoption among operators and venue players (confidence: high) — EAG 2022 featured bespoke Insider Connected leaderboards across five machines with separate high-score tables per title for registered players - **[event_signal]** EAG International Expo 2022 attendance and exhibitor participation significantly reduced compared to historical levels despite UK pandemic restrictions being relaxed (confidence: high) — Article explicitly states 'markedly fewer visitors and vendors than usual' and shows reduced floor space allocation (halls S4/S5 vs. N1/N2/N3 in 2020) - **[market_signal]** Pinball manufacturer attendance at major European trade show collapsed to single exhibitor (Stern only) from previously significant multi-manufacturer presence (confidence: high) — Author notes stark contrast: 'In previous years there had been a significant presence by several of the major pinball manufacturers. This year only Stern Pinball had any representation' - **[personnel_signal]** Seth Davis serving as new President of Stern Pinball; visible at major trade events representing company leadership and strategy (confidence: high) — Article identifies Seth Davis as 'new President of Stern Pinball' and documents his participation in EAG 2022 presentations and meetings - **[technology_signal]** Stern Pinball emphasizing Insider Connected system capabilities for operators at major trade events, positioning it as core value proposition (confidence: high) — Stern heavily promoted Insider Connected at EAG 2022; Seth Davis gave dedicated presentations on Pro version operator benefits; system featured bespoke tournament leaderboards at event --- ## Transcript Date: 1st-3rd March, 2022 Location: ExCel London, Royal Victoria Dock, 1 Western Gateway, London, E16 1XL, UK. After being cancelled in 2021 due to COVID-19, this year’s EAG International Expo was delayed for the same reason, moving from mid-January to the start of March. Now, with pandemic restrictions in the UK greatly relaxed, we’re back at the ExCel London exhibition centre in London’s Docklands for our familiar look around the UK’s premier coin-op and amusements trade show. ![It was a dull and rainy day outside the ExCel London exhibition centre](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-expo-2022/02-eag-expo-international-2022.jpg) It centre We visited the show on the middle of its three days on what was a wet, cold Wednesday in London. ![London's Docklands adjacent to the ExCel Exhibition Centre](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-expo-2022/30-eag-expo-international-2022-1024x683.jpg) London’s Docklands adjacent to the ExCel Exhibition Centre There were several other exhibitions taking place in the ExCel London complex, including a future building show and a ‘white label’ products show. That meant the central aisle, catering outlets and interior walkways were all very busy most of the time. ![Inside the ExCel London complex](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-expo-2022/03-eag-expo-international-2022.jpg) Inside the ExCel London complex However, despite the lack of restrictions on attendees and exhibitors and the size of the crowds in the central corridor, there were markedly fewer visitors and vendors than usual at this year’s EAG International Expo show. ![Inside the EAG International Expo halls](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-expo-2022/21-eag-expo-international-2022.jpg) Inside the EAG International Expo halls The show also seemed to occupy a smaller space. In 2020 it was held on the north side of the building, taking over halls N1, N2 and N3. This year it was on the south side in halls S4 and S5. ![The show was eerily quiet at times](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-expo-2022/12-eag-expo-international-2022.jpg) The show was eerily quiet at times Clearly, a number of regular exhibitors, mostly from overseas, had opted not to attend which was a shame. Nevertheless, plenty were there and here’s a list of those exhibitors who did make it: Exhibitors at EAG International Expo 2022 ![After a cancellation in 2021 and a delay this January, EAG was back](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-expo-2022/20-eag-expo-international-2022.jpg) After back And here’s how their stands were laid-out on the show floor, with the main entrance at the bottom: ![The floorplan for the show](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-expo-2022/01-eag-international-expo-2022.jpg) The floorplan for the show The number of visitors did pick up markedly during the day on Wednesday. There was a strike by workers on London’s tube network on the opening and final days of the show which closed the entire network. The disruption carried over to the middle day too. As a result, many visitors who decided to attend on the Wednesday didn’t make it to ExCel London until around lunchtime. ![The show halls around midday on Wednesday](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-expo-2022/13-eag-expo-international-2022.jpg) The show hall around midday on Wednesday In previous years there had been a significant presence by several of the major pinball manufacturers. This year only Stern Pinball had any representation. That said, they did put on a good show at the stand of their UK distributor, Electrocoin. ![The Electrocoin stand at EAG International Expo 2022](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-expo-2022/09-eag-expo-international-2022.jpg) The Electrocoin stand at EAG International Expo 2022 Electrocoin’s head, John Stergides, is a big pinball fan and recently opened the Funland arcade in London which showcases the Premium models of the latest Stern Pinball machines. ![Electrocoin's John Stergides](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-expo-2022/31-eag-expo-international-2022.jpg) Electrocoin’s John Stergides However, this is largely an operator-focused show, so alongside Premium model of Rush, Stern also had the Pro model together with The Avengers: Infinity Quest Pro, The Mandalorian Pro and Godzilla Pro. ![EAG show guests enjoying the five Stern Pinball machines](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-expo-2022/04-eag-expo-international-2022.jpg) EAG show guests enjoying the five Stern Pinball machines The new President of Stern Pinball, Seth Davis, was there, along with Gary Stern, Doug Skor and Waison Cheng. Pinball News caught up with Seth, Gary and Doug in their conference suite. ![Seth Davis, Gary Stern and Doug Skor with Stern Pinball's current title, Rush](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-expo-2022/15-eag-expo-international-2022.jpg) Seth Pinball’s current title, Rush The Stern Pinball team were heavily promoting their Insider Connected system as well as their latest cornerstone release, Rush. ![The five Stern Pinball machines on the Electrocoin stand](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-expo-2022/05-eag-expo-international-2022.jpg) The five Stern Pinball machines on the Electrocoin stand Stern had set up a bespoke leader board on the five machines for registered Insider Connected players visiting EAG International Expo. ![The high score table for the machines at EAG Expo International](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-expo-2022/08-eag-expo-international-2022.jpg) The International There were separate top-ten high score tables for each title. ![The leader board for The Avengers: Infinity Quest](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-expo-2022/29-eag-expo-international-2022.jpg) The leader board for The Avengers: Infinity Quest The Insider Connected lead developer, Waison Cheng, was at the show to ensure the system worked flawlessly and answer any questions about its operation. ![Stern Pinball's lead developer on their Insider Connected system, Waison Cheng](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-expo-2022/27-eag-expo-international-2022.jpg) Stern Pinball’s Cheng On Tuesday and Wednesday, Stern President, Seth Davis, gave a talk about the benefits of the Insider Connected system, with the emphasis on how the paid subscription Pro version benefits operators. ![Seth Davis extols the benefits of Insider Connected](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-expo-2022/24-eag-expo-international-2022.jpg) Seth Davis extols the benefits of Insider Connected Seth said the hosted tournament leader board they were using at the show would soon be rolled out to Pro users allowing operators to set up and run their own high-score tournaments. ![Seth talks Insider Connected](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-expo-2022/25-eag-expo-international-2022.jpg) Seth talks Insider Connected Apart from Stern’s presence, there was surprisingly little pinball to be found at the show this year with no other manufacturers exhibiting either physical or digital pinballs. Usually, we would at least be able to bring you pinball-style capsule, gumball and rubber ball dispensers for kids, but even they were missing along with the companies who manufacture and distribute them. In fact, the only other pinball was a Big Buck Hunter Pro machine on the Game Payment stand. ![Big Buck Hunter Pro](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-expo-2022/17-eag-expo-international-2022.jpg) Big Buck Hunter Pro Supplied by London Pinball, the game was being used to demonstrate how the Game Payment system can be used with a variety of different coin-operated devices, both amusement and gaming. ![The Game Payment stand with the Big Buck Hunter Pro](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-expo-2022/18-eag-expo-international-2022.jpg) The Pro Given the problems the amusement sector has faced in the past two years, it wasn’t too surprising there was little in the way of new products on display. Operators have been reluctant to buy current products with shuttered venues and uncertainty over future restrictions, while supply chain problems, staff shortages and increased transport costs and delays have held back product development and manufacturing. ![There were plenty of traditional amusements and prize toys on show](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-expo-2022/11-eag-expo-international-2022.jpg) There show We’ve reported before how virtual reality had been the focus of much new product development. There was no space at EAG for some of the larger VR rigs seen at shows such as IAAPA, but set-ups for smaller locations were on display. ![A more compact VR environment](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-expo-2022/23-eag-expo-international-2022.jpg) A more compact VR environment There was a central coffee stand which was much easier to access than the crowded outlets in the corridor outside the show hall. !The catering options were rather disappointing this year The catering options were rather disappointing this year Sadly though, the show’s bar – which used to be a great hub for catching up with people you might only see once a year – removed all the local London beer taps and now only serves Heineken. The show is co-organised with the British Amusement Catering Trade Association or BACTA, who had a large section of the show floor for their members to relax and socialise. ![The BACTA area in the hall](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-expo-2022/19-eag-expo-international-2022.jpg) The BACTA area in the hall Normally at this point we’d show you a video walkthrough from the show, but with so little new to show you we opted instead to get some hands-on time on the Stern Pinball machines before heading back out into the cold and damp. ![We said at the start of this report how cold it was...](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-expo-2022/26-eag-expo-international-2022.jpg) We was… It’s good to see EAG International Expo back and the coin-op and amusement trade coming together again after such a challenging time. Stern’s involvement gave many visitors their first opportunity to play some of the company’s recent releases, while their Insider Connected leader board brought some friendly competition to the event. _(Acquisition: raw_text, Enrichment: v1)_ --- *Exported from Journalist Tool on 2026-04-13 | Item ID: 601d32fc-6617-4f66-b550-564912be4e1e*