Coinslot: In what ways is EAG360 utilising digital media and marketing to engage with its network of exhibitors, visitors and potential visitors in order to maximise opportunities for stakeholders?
Phil Gibbs: I like to think we start our communication with stakeholders as early as possible, usually around February/March to start the engagement process rather than a few months before the event.
Using a combination of email campaigns, social media activity, industry and partner news and digital advertising, the show maintains regular contact with exhibitors, operators and industry professionals throughout the year.
The EAG360 website acts as the central hub for event information, exhibitor news, product launches, seminar programmes and visitor registration.
This is supported by an integrated marketing programme designed to increase awareness, drive registrations and create more opportunities for exhibitors to connect with existing and prospective customers before, during and after the event.
The objective is to ensure exhibitors gain maximum return on their investment while providing visitors with valuable content, networking opportunities and advance information that helps them plan their visit more effectively.
Coinslot: What initiatives and advances have been made in digital marketing and what EAG tools are available to exhibitors and visitors?
Phil Gibbs: A significant focus has been on improving the quality and reach of EAG360’s digital marketing activity. This includes enhanced data, targeted communications, increased social media engagement and stronger collaboration with industry partners and trade associations.
EAG360 Exhibitors benefit from a range of promotional tools including: Online exhibitor profiles; FOC Digital event app linked to the website; Product and company news opportunities; Social media promotion through EAG360 channels; Access to branded marketing assets and event logos; Inclusion in pre-show visitor communications and Opportunities to promote participation in seminars, features and networking activities.
From a visitor perspective it provides Online website and registration planning tools; an FOC Digital event app; Regular show updates and programme announcements; Digital access to exhibitor information ahead of the event; Seminar schedules and speaker information as well as Industry news and insight through EAG360 communications.
The overarching aim is to help buyers and suppliers connect earlier and more effectively, creating better commercial outcomes for everyone involved.
Coinslot: How has the EAG360 / Smile Economy re-brand been received and can you explain how it provides the foundation stones to grow the show?
Phil Gibbs: The response has been extremely positive. The rebrand reflects that our industry has evolved beyond traditional gaming and amusements and now encompasses a much broader range of businesses that contribute to out-of-home entertainment and the delivery of leisure experiences.
The Smile Economy concept provides a clearer and more expansive platform for growth. It enables EAG360 to engage with sectors that may not previously have considered the show to be relevant to their business whilst continuing to support the traditional exhibitor and visitor base.
Importantly, the rebrand does not replace EAG’s heritage. Instead, it builds industry recognition and credibility while creating a framework for future expansion into new social immersive markets, new visitor groups and emerging sectors. The result is a stronger event for everyone comprising exhibitors, visitors and partners.
Phil Gibbs
Coinslot: From a marketing perspective, what sectors or segments of the Smile Economy is the show targeting, both in and outside the UK?
Phil Gibbs: EAG360 continues to target businesses that deliver entertainment, leisure and visitor experiences across multiple sectors, including Family Entertainment Centres, Licensed Gaming Venues, Casino, Sports Betting and LOB operators, Visitor attractions, Competitive socialising venues and Emerging immersive entertainment operators.
The focus remains on attracting operators, distributors and manufacturers from Europe and other growth markets where there is strong demand for innovative entertainment products and services. By broadening the visitor profile, EAG360 is creating additional opportunities for exhibitors to engage with new customers and diversify their route to market.
Coinslot: What is the advertising campaign in support of EAG360 ’27, what’s the message and what’s the rationale?
Phil Gibbs: The central message behind the 2027 edition of EAG360 is that the event is the meeting place for the entire Smile Economy.
The campaign focuses on three themes linked under the banner of ‘part of the smile economy’: Fun underlines how Amuse Expo is the place to access the latest products, technologies and ideas. Play relates to how CompSocUK – is bringing buyers, operators, suppliers and industry leaders together from new and emerging sectors and Winning illustrates how the London Gaming Show is helping land-based gaming operators identify new opportunities and increase profitability.
The rationale is to communicate that EAG360 is not simply another trade exhibition. It is a platform where businesses can discover new products, gain market insight, develop partnerships and explore opportunities across the wider leisure and entertainment landscape.
The campaign also reinforces the event’s position as the industry’s first major annual gathering in the European calendar, making it an important business destination for both exhibitors and visitors.
Coinslot: How are you spreading the word about EAG360 outside the UK; what international media are you working with and how important is the support of exhibitors such as UDC, eService and Sega?
Phil Gibbs: International growth is a key priority for EAG360, and a dedicated programme is in place to increase awareness in overseas markets through both online and traditional channels.
We are working with international trade media, industry associations, digital platforms and regional partners across Europe and other strategic markets. International marketing activity includes advertising, editorial coverage, digital campaigns, social media and outreach to buyer databases.
The support of our established exhibitors and major industry brands such as UDC, Sega and eService are hugely important. These companies have significant international reach, strong reputations and longstanding industry relationships.
Their commitment and promotion of the January show sends a powerful message to the global market that EAG360 is an important commercial platform and a key destination for buyers and operators.
Equally important is the continued support of both established industry leaders, media partners and emerging businesses, who collectively help to strengthen the show’s reputation and international appeal.
Coinslot: In recent weeks the show has announced partnerships with the Showmen’s Guild and BALPPA. Are there more announcements in the pipeline and what does this level of support say about the show?
Phil Gibbs: The recent partnership announcements demonstrate the momentum that’s behind EAG360 and the industry’s confidence in the event’s direction during turbulent times. Support from organisations such as the Showmen’s Guild, and BALPPA reflect the show’s commitment to representing the broad spectrum of the Smile Economy.
These partnerships help extend the event’s reach, strengthen industry engagement and ensure the programme remains relevant to a wide range of stakeholders.
Discussions are ongoing with other organisations and industry bodies, and further announcements are expected as we move towards the show. Perhaps more importantly, the level of support that we have received sends a clear message that the industry recognises the value of a united event that brings together suppliers, operators, trade bodies and industry leaders.
For free admission to EAG360 and access three days of business, networking, education and innovation visit www.eag360show.com
Originally published on Coinslot on October 26, 2026. Republished with permission.