A front-and-centre approach for its real-time machine monitoring solution Stream ensured the VMA Systems team were in “full swing” throughout EAG, with MD David Middleton telling Coinslot that customers were keen to talk “adaptation, innovation, and growth,” adding that “despite the challenges, our focus must remain on moving forward and continuing to evolve.”

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

David Middleton: This year’s EAG exhibition was fantastic! Tuesday started off a bit slow during the first hour, but by 11am, the atmosphere completely transformed – it got incredibly busy, and the team was in full swing for the rest of the day. Wednesday kept the momentum going, with plenty of new faces stopping by and some familiar ones returning for follow-up conversations after visiting us on Tuesday.

As expected, Thursday was quieter, but it gave us the perfect chance to reconnect with friends across the industry and dive deeper into discussions about some of our ongoing collaborations.

The show itself was very well-organised, and the addition of the casino and social sections was a brilliant move. It attracted a diverse range of attendees, offering exciting opportunities to explore new segments of the market. Overall, it was a valuable and rewarding experience for our team.

Coinslot: Any key developments finalised at EAG?

David Middleton: This year, we connected with a lot of new people who were initially drawn to our Stream product. After learning about our other offerings, many left with our full product catalogue in hand, which was fantastic to see. We made some direct sales and began building relationships with new customers.

For several of our products, that initial contact is just the starting point, as we work closely with customers to deliver a platform tailored to their business needs.

With EAG being a cornerstone event in the calendar, we also used the opportunity to reconnect with existing customers further along in their journey. Strengthening those relationships and discussing their progress has made this year’s show particularly successful for us.

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

David Middleton: This year, we focused our stand branding on our Stream product – a real-time machine monitoring solution that provides operators with a live view of their machine estates. Our goal was to make the stand instantly recognisable, so anyone passing by could immediately understand what we were about. That strategy paid off, as we saw a significant amount of new customer interest. Many attendees were drawn in by the tagline on our stand and came over to learn more.

We also used the stand as a hub to connect with our existing customers. We included a dedicated seating area where we could showcase and discuss the latest advances in our product line in a comfortable, focused setting.

Our OneOS customers were particularly impressed with the updates to our mobile app. These developments are designed to make life much easier for field-based staff by streamlining the collection process and reducing the need for separate hardware. Ultimately, this translates into significant cost savings for our customers, which they really appreciated.

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?

David Middleton: I approach every year as a defining one, always striving to push the business to new heights and improve in every area we operate. I believe that mindset is shared by many in the industry, as we all aim to adapt, innovate, and grow.

At the stand, there wasn’t a heavy focus on upcoming legislative changes, which I found interesting. Instead, the primary focus seemed to be on growth – a positive sign for the industry’s confidence. Of course, there were the usual political talking points, including concerns about rising business costs driven by government policies. However, the overarching sentiment felt very much like ‘Keep calm and carry on.’

As an industry, we are inherently resilient. Despite the challenges, our focus must remain on moving forward and continuing to evolve.

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

David Middleton: We have a full development schedule lined up for the coming months as we continue to expand and refine our product range. Some of these plans will be adjusted based on the valuable feedback we received at the show. In addition, we’re working on exciting new products that we hope to unveil at the next EAG.

Beyond product development, we’re also focusing on growing our team. We’re currently recruiting for a UK Business Development Manager to strengthen our presence in the home market and drive further growth.

Looking ahead, we’ll be attending the upcoming ARE Expo to assess how this new event complements EAG and ACOS. Although we won’t be exhibiting, it will provide valuable insights. Following that, our focus shifts westward as we continue building our American business and prepare to make our debut at key shows across the Atlantic.