VMA MD David Middleton was impressed by this year’s EAG – “it was one of the most enjoyable shows I have ever attended” – he noted. Well, the customers came to London and it was a productive three days for VMA who were joined by payment giants OKTO on their stand. It was a successful outing and they remain on the road to keep the momentum going. Middleton tells Coinslot just why the earth moved for them during EAG.
Coinslot: How did the show go for you this year: did it meet your expectations?
David Middleton: This was genuinely one of the most enjoyable shows I have ever attended, it seemed to just fly by and was over in the blink of an eye. There was a real sense of energy and buzz from exhibitors and visitors alike throughout the three days.
We consider EAG to be the main networking event of the year and it certainly did not disappoint in that regard. Catching up with existing customers and partners, as well as meeting new friends face to face, was fantastic.
I also particularly enjoyed the Pub Summit seminar, which delivered some genuinely tangible insight into areas such as current government thinking, policy, and what could be possible going forward. These are exactly the kinds of topics that, as an industry, we all need to understand if we are to continue driving things forward.
Coinslot: Any key developments finalised at EAG – new agreements signed, new appointments, installations agreed etc?
David Middleton: We had a really productive three days and completed several new customer agreements, alongside an agreement to deliver some new products with one of our major partners. This collaboration will be a key focus for us over the year ahead.
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 were delighted to have OKTO Payments join us on the stand, showcasing why they are the leading solution in their field. It was great to demonstrate just how easy the system is to use and the operational benefits it can bring to businesses.
We complemented this by showcasing the backend services we already provide around the solution, along with some upcoming features that will deliver powerful new layers of analytics on top.
Alongside this, our wider portfolio of products was on display. We were able to walk existing customers through new features and enhancements, while also demonstrating the full capability of our management and analysis tools to potential new customers.
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: In stark contrast to the mood just a few months ago, the general feeling across the industry was very positive. Coming on the back of good news around the rise in MGD not materialising, and a budget that proved to be less severe than many had anticipated, there was a noticeable shift in sentiment.
I didn’t have a single conversation at the show that felt negative in terms of business outlook, and I don’t think that was simply down to the atmosphere of the event. We now have a clearer understanding of the rules and the environment we are operating in, which allows businesses to make decisions for the year ahead with much greater confidence. Onwards and upwards.
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: The next few months are flat out for us. We’re starting with a company strategy day, bringing the whole team together to set our development and sales agenda for the next 12 months.
We also have new products currently in the design phase that will come to market later in 2026. In addition, we’re heading to Las Vegas in March to exhibit for the first time at the AMOA show. This is alongside a strong existing sales pipeline, so it’s shaping up to be a very busy year.
And while we’re already looking ahead to EAG 2027, we’re trying not to get too far ahead of ourselves just yet.
A show topper
David Middleton said… “This was genuinely one of the most enjoyable shows I have ever attended…There was a real sense of energy and buzz from exhibitors and visitors alike throughout the three days…
