The upcoming London Casino and Gaming Expo (LGC), set for 14-16 January 2025, promises to be a unique addition to the European gaming industry calendar. It will be co-hosted alongside the European Amusement Expo (EAG) at ExCeL London.
LCG is designed specifically for brick-and-mortar casinos, allowing it to stand out from larger trade shows by focusing solely on the physical casino landscape and not online platforms.
LCG organiser, Martin Burlin, describes the event as a “boutique” experience that will allow casino operators to engage in a more intimate setting. The smaller scale of the event offers casino industry leaders a “pocket-sized taster” of the extensive experience provided by the International Casinos Exhibition (ICE), which has relocated from its usual home at London’s ExCeL to Barcelona later in the same month.
The January timing and venue allow LCG to attract both European exhibitors and visitors, including casino operators like Merkur, Novomatic and Inspired. There may be many land-based casinos in London and its surrounds, but the expo will allow visitors to interact with a top non-UK casino, like those regulated by the Curaçao Gaming Control Board (GCB) or the Malta Gaming Authority (MGA).
Event ambassador Nick Harding noted that North American operators were also welcoming the opportunity to come to the London expo before heading to Barcelona. In an EAG press release, he said: “…We found that a number of casino operators wanted to continue with a London show. We also found many that would welcome a smaller, quieter event where they didn’t have to walk long distances from one supplier to another. Some North American operators, for example, have also welcomed the chance to come and enjoy London a few days ahead of Barcelona.”
Larger expos, like ICE, typically have sprawling layouts and massive crowds. However, LCG is a convenient choice that encourages networking and sharing of products specifically for land-based casinos, like payment systems, casino floor tech and security solutions.
London is a popular expo destination, hosting the Business Junction Spring Expo and the Finance Professional Show, and LCG is set to be another landmark event.
LCG’s show manager, Nicola Lazenby, has already seen positive reactions from exhibitors, noting that several companies with strong connections to the UK have committed to attending.
Sharing the location with EAG shows the strategic alignment of the gaming and amusement sectors, which both attract enthusiasts interested in a softer gaming experience, like low-stake gambling activities. Burlin believes that the links between EAG and LCG will create a seamless experience for attendees, allowing them to explore both industries without any physical barriers.
Lazenby concurs, stating, “There is a natural and growing overlap between the amusement industry and gambling business… and you will have seen a great many EAG visitors in the corridors at ICE in recent years.” She refers to when ICE and EAG shared the expo space at the ExCeL in previous years.
With the major European brands already confirmed, LCG is positioning itself as a key event in the gaming scene, drawing international interest even in the shadow of ICE’s Barcelona debut. According to Burlin, LCG is not in competition with ICE: “[it is] a supplementary event; a kind of hors d’oeuvres for Barcelona.”
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