# EAG INTERNATIONAL 2017 **Source:** Pinball News Website **Type:** article **Published:** 2017-01-19 **Beat:** Pinball **URL:** https://www.pinballnews.com/site/2017/01/19/eag-international-2017 --- ## Analysis Coverage of EAG International 2017 trade show held January 17-19 at ExCel London. Stern Pinball exhibited Aerosmith (European premiere), Batman 66 Premium, and Ghostbusters Pro via Electrocoin distributor. Heighway Pinball showed Alien and Full Throttle machines. Show attendance appeared quieter than previous years despite consistent exhibitor numbers. ### Key Claims - [HIGH] Aerosmith had its European premiere at EAG International 2017 — _Stern Pinball distributor Electrocoin stand; explicitly stated as 'newest of the three' machines shown_ - [MEDIUM] Show attendance was noticeably quieter than previous years despite consistent exhibitor numbers — _Reporter observation: 'Things certainly got busier as the day wore on, but the show did seem noticeably quieter than previous years. That may have changed on the second and third days, and the number of exhibitors seemed consistent with last year.'_ - [MEDIUM] Players unanimously preferred Aerosmith to Batman 66 Premium at the show — _Quote: 'From talking to players, they unanimously preferred the Aerosmith to the Batman 66, with the latter feeling more like a Pro-level game than a Premium model.'_ - [MEDIUM] Batman 66 Premium felt like a Pro-level game rather than a Premium model — _Player feedback reported by show visitors_ - [HIGH] Only Heighway Pinball and Stern exhibited full-size pinball machines at EAG International 2017 — _Explicit statement: 'Heighway and Stern were the only companies exhibiting real full-size pinball machines.'_ ### Notable Quotes > "From talking to players, they unanimously preferred the Aerosmith to the Batman 66, with the latter feeling more like a Pro-level game than a Premium model." > — **Pinball News reporter**, General show observations > _Indicates player preference gap between Aerosmith and Batman 66 Premium tier positioning_ > "The show did seem noticeably quieter than previous years. That may have changed on the second and third days, and the number of exhibitors seemed consistent with last year." > — **Pinball News reporter**, Tuesday morning observations > _Documents attendance trend at major European trade show; possible market signal_ > "Heighway and Stern were the only companies exhibiting real full-size pinball machines." > — **Pinball News reporter**, General show observations > _Shows consolidation of full-size pinball exhibition to two manufacturers at major European show_ ### Entities | Name | Type | Context | |------|------|---------| | EAG International 2017 | event | Major European amusement gaming trade show held January 17-19, 2017 at ExCel London | | Stern Pinball | company | Exhibited three pinball machines via Electrocoin distributor; represented by Gary Stern and Dave Peterson | | Heighway Pinball | company | British boutique pinball manufacturer; exhibited Alien and Full Throttle machines at show | | Aerosmith | game | Stern Pinball game; had European premiere at EAG International 2017; Pro model shown | | Batman 66 | game | Stern Pinball game; Premium model exhibited; players felt it was more Pro-level in features | | Ghostbusters | game | Stern Pinball game; Pro model exhibited at EAG International 2017 | | Alien | game | Heighway Pinball game; two machines exhibited; not initially playable on first day of show | | Full Throttle | game | Heighway Pinball game; three machines exhibited at show | | Gary Stern | person | Stern Pinball representative at EAG International 2017; demonstrated new Spike 2 backbox internals | | Dave Peterson | person | Stern Pinball representative at EAG International 2017 | | Electrocoin | company | Stern Pinball distributor for UK/Europe; hosted Stern exhibit at EAG International 2017 | | ExCel London Exhibition Centre | venue | Location of EAG International 2017; in Docklands area of East London | | Spike 2 | product | New backbox board demonstrated by Gary Stern; featured new LCD panel design and backbox lighting | ### Topics - **Primary:** Game Exhibition and Demonstration, Manufacturer Representation at Trade Shows - **Secondary:** Player Feedback and Game Reception, Hardware and Technology (Spike 2 Board), Show Attendance Trends ### Sentiment **Neutral** (0.5) — Coverage is factual and descriptive without strong positive or negative language. Aerosmith reception is implied as positive through player preferences. Show attendance quieter than prior years noted neutrally without interpretation of market meaning. ### Signals - **[community_signal]** Players actively engaged with machines at show; preference patterns clearly expressed (confidence: high) — Multiple explicit references to talking with players and obtaining their feedback - **[design_philosophy]** Batman 66 Premium tier perceived as insufficient premium positioning; feels like Pro-level game rather than Premium (confidence: medium) — Player feedback: 'the latter feeling more like a Pro-level game than a Premium model' - **[event_signal]** EAG International 2017 as major European trade show; first major show of the year; traditionally held in London (confidence: high) — Explicit statement: 'The first major trade show of the year is traditionally held in London and now goes by the name EAG International' - **[market_signal]** Show attendance appeared noticeably quieter than previous years despite consistent exhibitor count (confidence: medium) — Reporter observation on first day; acknowledgment that this could have changed on subsequent days - **[announcement]** Aerosmith European premiere at EAG International 2017; represents geographic rollout milestone (confidence: high) — Explicitly stated as 'newest of the three' machines; referred to as 'European premiere' - **[technology_signal]** Introduction and demonstration of Spike 2 board as new backbox standard for Stern Pinball games (confidence: high) — Gary Stern personally demonstrated 'new Spike 2 board, the LCD panel design, the backbox lighting and much more' --- ## Transcript **Date:** 17th - 19th January, 2017 **Location:** ExCel London, Western Gateway, Royal Victoria Dock, London, UK **The first major trade show of the year is traditionally held in London and now goes by the name EAG International. It is held at the ExCel London Exhibition Centre which is in the Docklands area of East London.** [![The ExCel London Exhibition Centre](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-2017/1.jpg)](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-2017/1.jpg) The ExCel London Exhibition Centre The exhibition last three days – Tuesday to Thursday – with a welcome party held on the Wednesday evening. We visited for just the first day, getting there around 10:30am at which point hall N2 was still relatively quiet. [![The empty aisles at the show on Tuesday morning](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-2017/18.jpg)](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-2017/18.jpg) The empty aisles at the show on Tuesday morning Things certainly got busier as the day wore on, but the show did seem noticeably quieter than previous years. That may have changed on the second and third days, and the number of exhibitors seemed consistent with last year. [![The EAG International 2017 show](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-2017/37.jpg)](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-2017/37.jpg) The EAG International 2017 show Despite the plethora of amusement machines on display, we were at EAG International for the pinballs, and the show was a good opportunity to play the latest titles. We’ll start at the Electrocoin stand where Stern Pinball – represented by Gary Stern and Dave Ashley Peterson – were showing three machines. [![The Electrocoin stand](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-2017/6.jpg)](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-2017/6.jpg) The Electrocoin stand [![The Stern Pinball distributor had three pinballs](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-2017/7.jpg)](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-2017/7.jpg) The Stern Pinball distributor had three pinballs The newest of the three was *Aerosmith* which was having its European premiere at the show. [![Stern Pinball's Aerosmith Pro model](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-2017/8.jpg)](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-2017/8.jpg) Stern Pinball’s Aerosmith Pro model We have several high-resolution pictures of the game below, plus we have a five minute video of the game being played, showing you the shots, the basic rules and the new LCD animations. [![The Aerosmith translite](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-2017/9.jpg)](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-2017/9a-2.jpg) The Aerosmith translite [![The display and speaker panel](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-2017/10.jpg)](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-2017/10a-2.jpg) The display and speaker panel [![The opening song selection screen](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-2017/11.jpg)](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-2017/11a-2.jpg) The opening song selection screen [![The back of the playfield](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-2017/12.jpg)](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-2017/12a-2.jpg) The back of the playfield [![The lower part of the playfield](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-2017/13.jpg)](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-2017/13a-2.jpg) The lower part of the playfield [![The long right ramp](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-2017/14.jpg)](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-2017/14a-3.jpg) The long right ramp [![Visitors from across Europe were enjoying the games](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-2017/38.jpg)](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-2017/38.jpg) Visitors from across Europe were enjoying the games Next door to *Aerosmith* was a Premium *Batman 66*. From talking to players, they unanimously preferred the *Aerosmith* to the *Batman 66*, with the latter feeling more like a Pro-level game than a Premium model. [![Batman 66 Premium](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-2017/16.jpg)](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-2017/16.jpg) Batman 66 Premium The *Batman 66* did have a number of nice touches to it though, especially in the display animations. If a player gets a high score, the information is shown as a newspaper front page. [![Player two gets a high score](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-2017/48.jpg)](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-2017/48.jpg) Player two gets a high score [![Once the name is entered](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-2017/49.jpg)](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-2017/49.jpg) Once the name is entered The match sequence is then shown on the Bat Computer, using old-style Nixie tubes for the digits. [![The match sequence](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-2017/15.jpg)](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-2017/15a-3.jpg) The match sequence Batman seems to be an enduring theme, with the Caped Crusader popping up in all kinds of places at the show, including on slot machines. [![Batman slot machines](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-2017/29.jpg)](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-2017/29.jpg) Batman slot machines The third machine was a *Ghostbusters* Pro. [![Ghostbusters Pro](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-2017/17.jpg)](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-2017/17.jpg) Ghostbusters Pro Before we move on though, Gary Stern took time out to show us what’s inside the new backbox of Stern Pinball’s games. We see the new Spike 2 board, the LCD panel design, the backbox lighting and much more. At the front of the hall was the Heighway Pinball stand, where they had two *Alien* games and three *Full Throttle* machines. [![Full Throttles on the Heighway Pinball stand](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-2017/19.jpg)](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-2017/19.jpg) Full Throttles on the Heighway Pinball stand [![The two Alien games](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-2017/42.jpg)](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-2017/42.jpg) The two Alien games The Alien machines were not playable while we were there, although they could be played later on the second day and then on the third day too. However, we did take some pictures of the playfield. [![The Xenomorph head and third monitor](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-2017/40.jpg)](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-2017/40a-1.jpg) The Xenomorph head and third monitor [![The pop bumpers area](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-2017/41.jpg)](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-2017/41a-1.jpg) The pop bumpers area [![The mid-left area](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-2017/46.jpg)](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-2017/46a-1.jpg) The mid-left area [![The upper part of the playfield](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-2017/44.jpg)](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-2017/44a-1.jpg) The upper part of the playfield [![The central part of the playfield](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-2017/47.jpg)](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-2017/47a-1.jpg) The central part of the playfield [![The lower part of the playfield](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-2017/45.jpg)](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-2017/45a-1.jpg) The lower part of the playfield [![The whole playfield](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-2017/43.jpg)](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-2017/43a.jpg) The whole playfield Heighway and Stern were the only companies exhibiting real full-size pinball machines. As usual though, there were several pinball-like games on display at vendor stands around the hall. Here’s our round-up of them. [![Mini-pinball games](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-2017/21.jpg)](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-2017/21.jpg) Mini-pinball games [![Mini-pinball games](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-2017/30.jpg)](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-2017/30.jpg) Mini-pinball games [![Mini-pinball games](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-2017/31.jpg)](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-2017/31.jpg) Mini-pinball games [![Mini-pinball games](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-2017/32.jpg)](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-2017/32.jpg) Mini-pinball games Then there were the larger games with flipper bats. [![UFO Ice Hockey, with flippers](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-2017/25.jpg)](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-2017/25.jpg) UFO Ice Hockey, with flippers [![Yours for a just £1,995 plus tax](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-2017/26.jpg)](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-2017/26.jpg) Yours for a just £1,995 plus tax [![This Rockin' and Rollin's game also had large flipper bats](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-2017/28.jpg)](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-2017/28.jpg) This Rockin’ and Rollin’s game also had large flipper bats The Hazel Electronics stand next to Heighway Pinball also had a pinball reference, along with a few couple of ideas which might be useful on a pinball. [![Get yourself a pinball sign for the game room](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-2017/2.jpg)](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-2017/2.jpg) Get yourself a pinball sign for the game room [![Although intended for slot machines, this could be good on a pinball too](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-2017/5.jpg)](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-2017/5.jpg) Although intended for slot machines, this USB charger would be good on a pinball too [![These LED buttons could be good for pinballs with launch buttons](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-2017/4.jpg)](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-2017/4.jpg) These LED buttons could be good for pinballs with launch buttons The overall theme of the show seemed to be ‘bigger is better’ – an attempt to provide the kind of large-scale entertainment which game players can’t easily enjoy at home. [![Giant Galaga and Space Invaders](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-2017/27.jpg)](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-2017/27.jpg) Giant Galaga and Space Invaders [![Big screens turned up everywhere, even on photo booths](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-2017/22.jpg)](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-2017/22.jpg) Big screens turned up everywhere, even on photo booths [![Big multi-player driving games are always popular here](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-2017/23-2.jpg)](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-2017/23-2.jpg) Big multi-player driving games are always popular here [![The classic Daytona racer is back with an updated version](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-2017/24-2.jpg)](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-2017/24-2.jpg) The classic Daytona racer is back with an updated version [![The prize for the biggest product goes to this inflatable go-kart track](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-2017/33-2.jpg)](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-2017/33-2.jpg) The prize for the biggest product goes to this inflatable go-kart track [![Even the ice creams were oversize](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-2017/36-2.jpg)](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-2017/36-2.jpg) Even the ice creams were oversize Finally, what are the chances of two guys wearing the same Pac-Man suits at the same show on the same day at the same stand? [![Pac-Men](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-2017/39-2.jpg)](https://www.pinballnews.com/site/wp-content/uploads/shows/eag-international-2017/39-2.jpg) Pac-Men That concludes our look at the EAG International show for 2017, but you can take a detailed look around for yourself with our exclusive Pinball News Twenty-Three Minute Tour video of the show. _(Acquisition: raw_text, Enrichment: v1)_ --- *Exported from Journalist Tool on 2026-04-13 | Item ID: 9a8a8f05-372d-4dd2-847e-19719ef2b1a2*