With 32 EAG appearances under its belt, SB Machines was well prepared to make the most of the 2025 edition, converting strong customer interest in the Baja Surf Carousel and Peppa Pig Helicopter into “excellent sales.” Principal Paolo Sidoli talked to Coinslot about new agreements and how site extensions are helping to seed a “renewed appetite for investment” in the coming year.

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

Paolo Sidoli: This is our 32nd consecutive year of exhibiting and the show went very well.

EAG 25 kickstarts the year ahead and sales were excellent. We have a loyal and extensive customer base and the show enables us to showcase the very best of made in Italy and to catch up with customers that we are only able to see once a year.

Coinslot: Any key developments finalised at EAG?

Paolo Sidoli: Yes. We have extended our site operations. This allows us to evaluate new equipment in a much more rapid manner across a wide variety of sites in the UK. We also have an excellent working relationship with our close neighbours JNC Sales of Bristol.

We have entered into a co-distribution agreement with the Peppa Pig range of amusement equipment. They can cross over to customers which we perhaps would not be able to access. It is working very well and keeps the supply chain smooth and fluid.

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

Paolo Sidoli: Unsurprisingly, Baja Surf Carousel from Cogan and Peppa Pig Helicopter from Memopark have been taking all the accolades. 

Both rides, which are £2 per play and Nayax-ready, have excelled during 2024 testing and ourselves and customers alike are reaping the rewards from these excellent products.

Coinslot: 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?

Paolo Sidoli: If we can get the White Paper over the line, then the coin op sector will see a big increase in business and renewed appetite for investment. Higher levels of investment will start to take place and Leisure, Catering and Hospitality will see the benefits of this trickle-down economics. 

Last season went well considering the poor weather and high costs of doing business. Talking to customers across the UK, there was a consensus: good weather at the seaside will be good for business.

The seaside amusement sector targets high volumes of day trippers with a low spend per head. Premises are geared towards this type of dynamic with low cost per play amusement equipment offerings and low cost beverages and snacks.I think, taking a quote from one of my customers “that we are relatively recession proof.”

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

Paolo Sidoli: We are looking forward to the ARE 25 in Manchester in April and will be showing more new product at this exhibition. 

As always, we have chosen the route to supply the very best coin operated rides to market and I want to reinforce our position as the best sales and service centre for this equipment in the UK and Ireland by supplying tried and trusted products with an unparalleled level of after sales service.