Boomerang Digital Director of Sales Freddie Shreeve is known for his love of exhibitions and EAG 2025 was no exception. An upbeat atmosphere, a strategically positioned stand and a portfolio of powerful new product helped Boomerang build its order book, forge new partnerships and get 2025 off to a fantastic start.

Coinslot: How did the show go for you this year: did it meet your expectations?

Freddie Shreeve: It certainly did! The Boomerang stand was bustling with new and existing customers from around 11am on Tuesday until 5:30pm on Wednesday. The atmosphere was electric, with plenty of demonstrations and engaging conversations. As a team, we worked tirelessly to make an impact, and I’m thrilled that our efforts were so well received.

The fact that we had the biggest stand presence within the Bingo Hub highlighted just how important EAG is to Boomerang. The Hub, with its central location, provided the perfect space for networking and engaging with the wider bingo and gaming community. 

It was also a moment to reflect on how far the brand has come in just 12 months. The conversations on the stand weren’t just about our products – they were about building partnerships and forging connections, and the excitement around what we’re doing as a business was clear to see.

Coinslot: Any key developments finalised at EAG – new agreements signed, new appointments, installations agreed, etc.?

Freddie Shreeve: Absolutely! The Boomerang order book is already filling up, and the show provided a great platform to solidify some key opportunities. During EAG, we secured a number of orders for our brand new Fortune Wheel product. To meet the customer demand the unit from our EAG stand is already destined for Silvertime Casino in Chinatown!

Additionally, we confirmed a number of  Mobile App with Engage Membership developments, including  the PayStation Loyalty system for several operators. These agreements highlight the growing demand for integrated and innovative solutions that engage customers and streamline our customers operations.

We also generated a very high number of new leads from operators across the bingo, gaming, and entertainment sectors, providing us with a fantastic start to the year and a great pipeline of opportunity. 

These discussions showcased not only a strong interest in our core products but also genuine excitement about the broader, integrated solutions that we are bringing to market. 

Coinslot: What were the stand highlights – which products caught attention, and what was the reaction to your portfolio of products?

Freddie Shreeve: The Fortune Wheel and Multi Progressive Bonus Jackpots were undoubtedly the stars of EAG generating exceptional feedback throughout the show. Customers were impressed by their potential to enhance engagement in their venues, and we are excited  to be launching these innovations to the UK market in the coming months.

Our PayStation range also continues to exceed expectations. The integration of our promotional and loyalty app has elevated it to a completely new level, making it a real standout product for customers wanting to drive additional value from these important products.

Established products such as Bingo Express, Jigsaw, and Smart Hub also performed strongly, with customers recognising their proven value. However, what stood out most was the feedback about how Boomerang is reshaping the market with a focus on integrated, customer-centric solutions. It’s clear that the effort we’ve put into creating products that not only meet but exceed customer requirements is making a real difference.

It’s going to be a defining year for the business – new legislation and new regulation. How did you gauge the general mood of the industry, and what were the main talking points?

I think the mood was one of cautious optimism. While progressive regulatory change remains a priority, the resilience and adaptability of operators was clear.

Many discussions centred around how businesses can not only comply with upcoming changes but also thrive by embracing innovation and delivering value to their customers.

For Boomerang, this aligns perfectly with our mission. We’re focused on ensuring that our products remain flexible and compliant while continuing to drive engagement and revenue for our customers. Seeing the confidence customers have in our ability to support them during these periods was incredibly encouraging.

Coinslot: Now the show is over, what’s on your agenda going into spring in terms of new products, new projects, and more exhibitions?

 Freddie Shreeve: Heading into spring, our focus is on maintaining the momentum we’ve built at EAG. We’re excited to roll-out the Fortune Wheel and Multi Progressive Bonus Jackpots to the UK market, alongside delivering on recent orders as well as some new projects.

Additionally we continue to invest heavily in our existing product portfolio. Our customers can expect to see a strong product roadmap around our membership platforms Maxim and Engage, 82830 SMS platform, Budde handheld tablet platforms and some really exciting licensed content that we expect to hit the market in Q2 this year.

We have been at ICE Barcelona and will be at ARE Expo in Manchester – both events represent important platforms to showcase our innovations. And, of course, we’re looking forward to the annual Boomerang Charity Cricket Match this summer – a fantastic event for networking and giving back. If anyone’s interested in joining the cricket match, feel free to get in touch with me directly!

2025 is shaping up to be another exciting year, and we’re committed to delivering on the promises we made to our customers at EAG and continuing to grow and innovate. There’s no doubt that it’s going to be another busy and exciting year for everyone at Boomerang!