Jonathan Lauder, UDC’s sales director, speaks to Coinslot about EAG’s importance as a key platform to showcase the supplier’s 60-strong line-up of innovations, including a new Superman pusher and the latest Vibe change machine. 2024 standout Tornado and the increasingly popular StepmaniaX are also making an appearance at ExCeL London next week, as is the ever-green E-Claw range, which continues to impress after more than a decade on the market. 

Coinslot: Why is EAG such an important event for your business, and what do customers expect from a manufacturer of your reputation and stature?

Jonathan Lauder: EAG is our biggest and best opportunity of the year to present our wares to our UK customers, as well as those coming from further afield. It’s something the entire team strive for months leading up to the event to ensure we have the best possible games, at great prices, to delight visitors. 

Customers are very demanding and are looking for the right mix of excitement, innovation, durability and affordability – and, of course, cash box!

Coinslot: London ExCeL is set to be a showcase of exciting new launches. Can you give us a glimpse of the fresh innovations and standout attractions visitors will discover at your stand from 14-16 January?

Jonathan Lauder:  Absolutely, this year we’re showing around 60 products with more than a dozen brand new machines for 2025. 

Amongst them we have three new kiddie rides, five brand new video games, a Superman redemption ‘pusher style’ game from Benchmark, our latest Vibe change machine is now available in a more compact two hopper model, a new four player crane, two new instant win prize games and an entirely new capsule vending system suitable for all types of locations.

Coinslot: We’re sure visitors will be eager to see your best sellers and trusted favourites on display. Which products really stood out in 2024, and how did they perform in venues over the past year?

Jonathan Lauder:  Tornado has to be one of the standout games for 2024 and has performed exceptionally well, both for us and for our customers with its fast Coin Tower feature. 

We sold many more than expected and the demand is still there for more this year. The entire range of E-Claw cranes continues to do well, after more than a decade on the market, which is a true testament to its longevity and the fact that it sits head and shoulders above the competition. 

There’s also the StepmaniaX dancing game which has a rapidly growing fan base in the UK and Europe, with new music being releases for all machines every month, keeping them fresh and in demand. 

Another big seller has been the Vibe change machine, developed in collaboration with our manufacturing partner. It incorporates years of customer feedback, introducing features designed to simplify operations for our customers.

Coinslot: Finally, what do you need from the government’s gambling review, and indeed from their general policies this year? 

Jonathan Lauder:  An uplift on stakes and prizes for Category D games such as redemption and cranes for sure. The economy has slowed right down and we need growth, and the NI raid on employers has had a much bigger impact than was likely expected.