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Bacta President Joseph Cullis has grown-up alongside the London Show attending his first ATEI at Olympia as a 13-year-old. Previewing what is the industry’s most important business event of the year and the single biggest concentration of Bacta members in the calendar, Joseph explains why he believes EAG serves as a barometer for the business, why it’s a good time for operators to invest and how the show is well placed to lead a programme of industry renewal.

What was your first edition of ATEI/EAG and how has the show changed over the years?  

My first experience of ATEI, which later evolved into EAG, was back in 1988 at Olympia. I was thirteen years old, so it really does feel like I have grown up alongside the show. Over the decades it has reflected the fortunes of the industry itself. We have seen periods of real growth and optimism, followed by times when political uncertainty, economic pressure and regulatory change inevitably took their toll. As we start to see greater clarity and a more constructive dialogue with government, I genuinely believe we are on the cusp of a revival, and EAG is well placed to lead that renewal.

How important is it that Bacta owns the leading business expo serving the low stake gaming and amusements sectors?  

It is hugely important that Bacta owns and runs the leading business expo for the low-stake gaming and amusements sectors. As the industry’s principal trade association, it is only right that we are responsible for delivering the premier showcase for our members and the wider supply chain. Owning EAG allows Bacta to ensure the event reflects the real needs of operators, manufacturers and suppliers, while also reinforcing our role as the voice of the sector. It gives us the platform to bring people together, set the tone for the year ahead and demonstrate the ambition that exists across our industry.

What activities will Bacta be undertaking at show – will you be using what is the biggest concentration of Bacta members on the calendar to explain and progress the trade association’s business agenda for 2026?  

EAG is the single biggest concentration of Bacta members in the calendar, so it plays a central role in how we engage with members and advance our priorities for 2026. We will be running a busy programme of seminars covering a wide range of policy, regulatory and business issues, all designed to inform, challenge and support members. The Bacta Business Lounge will also be a focal point throughout the show, giving members the opportunity to meet their Member Support Officers and speak directly with the senior Bacta team about the issues that matter to them. It is very much an open-door space, and one of the best opportunities of the year for two-way engagement.

How will the Bacta Charitable Trust be represented at EAG?

The Bacta Charitable Trust will also have a strong presence at EAG. Most of the trustees will be attending, and we will be using the show to highlight the work of the Trust and outline the programme of charitable and fundraising activities planned for the year ahead. The Trust plays an important role within our community, and EAG is the ideal setting to ensure members understand how they can get involved and support its work.

What are your hopes and aspirations for EAG ’26 and how does EAG help to further Bacta’s broader political agenda?  

My hope for EAG 2026 is simple. I want it to be a busy, confident and successful show for exhibitors and visitors alike. A strong EAG is a very good barometer of confidence in the market, and a positive atmosphere on the show floor sends a powerful message to policymakers and stakeholders that this is a sector ready to invest, innovate and grow. In that sense, EAG directly supports Bacta’s wider political agenda by demonstrating the economic and social value of our industry in a very tangible way.

Can you explain the thinking behind the renamed Bacta Business Lounge – how will members be able to use it and how will Bacta be represented?  

The decision to rename the Bacta Business Lounge reflects exactly how we want members to use it. This is not just a quiet corner, but a proper business hub where members can host meetings, connect with suppliers, and engage with the people they do business with every day. It is a practical benefit of Bacta membership, and a space that belongs to our members. Throughout the show, Bacta’s senior team and Member Support Officers will be based there, ready to answer questions, offer guidance and support members however they can.

The 2026 EAG seminar programme covers a broad range of business-centric topics delivered by experts – how important is it to combine product exchange with knowledge exchange?  

The seminar programme for 2026 covers a broad range of business-focused topics delivered by genuine experts, and that balance is absolutely crucial. EAG has always been about product exchange, but knowledge exchange is just as important. In a complex and fast-moving regulatory environment, giving operators access to high-quality insight, practical advice and informed debate is essential. A successful show is one that sends people home not just with new contacts and ideas, but with greater confidence and understanding.

As an operator how will you be using EAG to drive your business?  

As an operator, I would love to say I will be using EAG to explore every new product on the floor. The reality is that I will have absolutely no time at all. I will be relying heavily on my management team to do the hard work while I concentrate on Bacta business, and then asking them to explain afterwards what we have just bought!

With Bacta successfully lobbying for the government not to raise the level of MGD as a business owner do you believe now’s the time to invest in new product and EAG is the best opportunity to do exactly that?   

I do believe this is the right time for operators to look again at investment. Stability matters, and EAG offers the best possible opportunity to see what is new, speak directly to manufacturers and suppliers, and plan for the future with greater confidence. When businesses have certainty, they are far more willing to invest, and that is good for everyone.

What are the highlights of EAG and what are you looking forward to most?

There are always highlights at EAG, but for me the most important part is meeting members. Being able to speak to people face to face, hear their concerns and understand their ambitions is invaluable. I am also particularly looking forward to hosting the Bacta Awards Evening. It is a chance to recognise and celebrate the individuals and businesses who go above and beyond, and to pay tribute to those who have made an outstanding contribution to our industry.