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EAG 2023: Stern dominates modest pinball presence; new exhibitor Bitronic debuts Super Hoop at European trade show.
EAG International Expo has been held at ExCel London since 2010, following a split from the larger ATEI event held at Earls Court prior to that
high confidence · Article establishes historical context of the show's venue and organizational split due to gambling/gaming growth overshadowing coin-op amusements
Stern were represented at EAG 2023 by Gary Stern, John Buscaglia, and Doug Skor, who were rarely on the stand during Wednesday's visit, presumably in meetings upstairs
high confidence · Direct observation: 'Stern Pinball was represented by Gary Stern, John Buscaglia and Doug Skor. On the day we visited (Wednesday) they were only rarely found on the stand, presumably having meetings in one of the conference rooms upstairs.'
James Bond 60th Anniversary Special Edition was not on display at EAG despite being the most recently announced variant
high confidence · Explicitly stated: 'Naturally, Stern's 007 James Bond title was being displayed in both Pro and Premium versions, although the most recently announced variant – the 60th Anniversary Special Edition – wasn't on show.'
Bitronic's Super Hoop pinball is designed by Quetzal Pinball and sold in the UK by Pinball Heaven
high confidence · Direct attribution: 'Of particular interest to us was their Super Hoop pinball, designed by Quetzal Pinball and sold in the UK by Pinball Heaven'
The Stern Insider Connected leaderboard combined scores from both James Bond Pro and Premium models, which was unfair because Pro played much easier and dominated the top scores
high confidence · Direct observation: 'Scores on the two 007 James Bond games were combined, which was perhaps a little unfair as the Pro model played much easier than the Premium and was where all the top scores were achieved.'
Electrocoin (Stern's UK distributor) offers a rental scheme for new Stern games where operators can rent for a fixed period then either return or purchase at list price minus rental payments
high confidence · Described in article: 'Electrocoin were also promoting their pinball rental/purchase scheme for operators where a new Stern game can be rented for a fixed period and then either returned at the end of the term or bought for the initial list price minus all the rental payments.'
“For pinball fans it was perhaps a little disappointing this year, although Stern Pinball still put on a good display of their recent titles and there was a first-time pinball exhibitor also showing their new game.”
Pinball News Review — Sets tone for pinball representation at the show being limited but not entirely absent
“Scores on the two 007 James Bond games were combined, which was perhaps a little unfair as the Pro model played much easier than the Premium and was where all the top scores were achieved.”
Pinball News Review — Highlights James Bond Pro/Premium difficulty disparity affecting competitive leaderboard fairness
“The second machine illustrated how little needs to go into a pinball cabinet using modern technology. The base cabinet is basically empty and there's not a whole lot going on under the playfield either.”
Pinball News Review — Observation about modern/minimalist pinball design philosophy demonstrated by Super Hoop
“There is an on-going trend to fight back against in-home Xbox and Playstation gaming by building bigger and more flashy dedicated hardware, with sit-down racing games especially popular. Naturally, almost every edge has to be covered in rainbow colour-changing RGB LEDs.”
Pinball News Review — Identifies broader arcade industry trend competing with home gaming through spectacle and dedicated hardware
“It was notable though how the games we enjoyed and repeat-played the most were the old-fashioned classics such as pushers and mechanical slot machines which continue to be fun even though you can't win any prizes.”
Pinball News Review — Commentary on player preference for classic mechanical games over modern flashy hardware at the show
community_signal: Pinball representation at EAG perceived as disappointing compared to other show years, suggesting declining pinball visibility at major European amusement trade events
high · Opening assessment: 'For pinball fans it was perhaps a little disappointing this year' and comparison noting prior year lacked multiple pinball manufacturers
design_philosophy: Super Hoop demonstrates modern minimalist pinball design philosophy with simplified mechanics, minimal cabinet complexity, and minimal under-playfield components using modern technology
high · Bitronic demonstration machine showed 'The base cabinet is basically empty and there's not a whole lot going on under the playfield either'
event_signal: EAG International Expo 2023 served as major European trade show for coin-op and gaming industry; pinball presence modest with only Stern and Bitronic as dedicated exhibitors
high · Article documents official EAG show at ExCel London January 10-12, 2023 with Stern and Bitronic pinball exhibitions
market_signal: Show attendance slightly higher than 2022 but hall remained far from busy; good for visitors to access games but potentially problematic for exhibitors
high · Article notes: 'while visitor numbers appeared to be slightly higher too, the show hall was far from busy' and 'Certainly there was no problem getting to play any game you chose which is good for guests but maybe not so good for exhibitors'
community_signal: Bitronic first-time exhibitor at EAG representing new manufacturer/distributor entry to major European trade show
mixed(0.45)— Positive about Stern's quality presentation and Bitronic's debut, but disappointed in overall pinball representation at the show. Observations on attendance and hall activity suggest the event felt subdued. Praise for accessible gameplay and classic games, but concern about broad industry move away from pinball toward flashy video/gaming hardware.
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Visitor numbers appeared slightly higher than 2022, but the show hall was far from busy
high confidence · Article states: 'while visitor numbers appeared to be slightly higher too, the show hall was far from busy' and 'Certainly there was no problem getting to play any game you chose which is good for guests but maybe not so good for exhibitors.'
Pinball representation at EAG 2023 was more disappointing compared to prior years, with only Stern and Bitronic as dedicated pinball exhibitors
high confidence · Article opening assessment: 'For pinball fans it was perhaps a little disappointing this year' and explicit comparison to prior year: 'Unlike last year, Stern weren't the only pinball manufacturers represented at EAG.'
high · Explicitly stated: 'Unlike last year, Stern weren't the only pinball manufacturers represented at EAG' and 'there was a first-time pinball exhibitor also showing their new game'
product_strategy: James Bond Pro model significantly easier to play than Premium variant, creating fairness issues for combined leaderboard competition; Pro scores dominated top positions
high · Documented observation: 'Scores on the two 007 James Bond games were combined, which was perhaps a little unfair as the Pro model played much easier than the Premium and was where all the top scores were achieved'
product_strategy: Electrocoin promoting rental/purchase hybrid scheme for Stern machines targeting location operators; allows trial periods with purchase option using accumulated rental payments
high · Article describes scheme: 'a new Stern game can be rented for a fixed period and then either returned at the end of the term or bought for the initial list price minus all the rental payments'
technology_signal: Arcade industry trend toward larger, flashier dedicated hardware with extensive RGB LED implementation as competitive response to in-home gaming (Xbox/PlayStation)
high · Documented observation: 'There is an on-going trend to fight back against in-home Xbox and Playstation gaming by building bigger and more flashy dedicated hardware... Naturally, almost every edge has to be covered in rainbow colour-changing RGB LEDs'