Showmen’s Guild strengthens presence at EAG Expo following strategic partnership with Bacta
Bacta and the Showmen’s Guild have confirmed a strategic partnership that will see the Guild promote the EAG and SIE Expo in January among its members and take a prominent role within the Bacta Business Lounge (BBL) during the event.
As part of the agreement between EAG Chairman Nick Harding and Showmen’s Guild General Secretary Joe Mercer, the Guild will help promote and preview EAG Expo ’26 through its communication channels, including its official website, Facebook group, newsletters, section updates, and the Guild App.
Expanding on the strong ties between the two organisations, Joe Mercer said:
“I’m delighted that the Guild is working with the organising team behind EAG Expo, continuing a long tradition of collaboration that dates back to the origins of the Amusement Trades Exhibition, first launched in the 1930s.
Over the past decade, EAG has gone from strength to strength, and in recent years we’ve seen growing engagement from Guild members. The Guild and Bacta share many members, and the latest innovations showcased at EAG and the co-located Social Immersive Entertainment Expo offer real inspiration for Showmen, who have been bringing fun and immersive experiences to the British public for generations. Our aim is to reflect the spirit of the original ATE, when Showmen made huge contributions to the success of an event that has stood the test of time and continues to embrace the future.”
Nick Harding added:
“EAG Expo ’26 will feature the Social Immersive Entertainment Expo and the London Casino & Gaming Show, both of which were successfully launched at this year’s event. The integration of these co-located exhibitions creates significant crossover opportunities for Showmen, many of whom are engaging with the new technologies driving the out-of-home entertainment experience.
Working so closely with Joe and the Showmen’s Guild is not only a nod to our shared history but also an important step in mapping a path towards a progressive and inspiring future.”
The EAG team aims to achieve a fourth consecutive year of growth. Attendance at EAG Expo has increased by 69 percent since 2022, with the 2025 edition recording 4,306 unique visitors, a 23 percent year-on-year rise. In total, 1,973 businesses were represented in 2025, with 14 percent of visitors travelling from outside the UK.
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