Lyudmyla Kyrychenko chats EAG Expo Chairman Nick Harding
Earlier this year we saw the debut of the London Casino & Gaming Show. A smaller-scale successor to ICE London, the LCGS also served as an intimate, low-key counterpoint to ICE Barcelona. Since it is never off-season in London, the cosmopolitan capital served as a colorful, casino-laden backdrop to the inaugural LCGS.
Our Lyudmyla Kyrychenko recapped the event with EAG Expo Chairman Nick Harding. Their conversation has been edited for clarity.
First of all, congratulations to you, Martin, Nicola and the entire team on the hugely successful launch of the London Casino & Gaming Show. How does it feel to see your vision come to life with such an impactful debut?
Well, let’s have credit where it is due. It was both Martin Burlin and also BACTA President John Bollom, who together felt that there were opportunities to be explored for exhibitions in both European casinos and gaming, and also in the social-interactive entertainment area. So I think that we are collectively very pleased with the way that both shows launched and have created real springboards that we intend to develop from for the 2026 show.entertainment area. So I think that we are collectively very pleased with the way that both shows launched and have created real springboards that we intend to develop from for the 2026 show.
London has long been a hub for gaming and betting innovation. How do you plan to further strengthen the show's position as a must-attend event on the global gaming calendar?
The feedback that we received from all exhibitors after the show was very positive and, at the end of the show, our sales team were holding several business cards from companies who did not exhibit, but who are keen to talk to us about doing so in ’26. It is clear from that sort of feedback that we have a show that resonated with both operators and exhibitors. It was a more personal and boutique event that allowed business to be done in an ambient environment that was close to that of a European casino operation. We can accommodate any space requirement and look forward to seeing both large and small exhibitors next January, particularly against the backdrop of the soon-to-be-enacted changes in gaming-machine entitlement in the UK. That is something which I feel sure is going to really drive innovation and profitability.
For companies that recognize the value of exhibiting at the London Casino & Gaming Show alongside ICE Barcelona, but remain undecided, what would be your key message to them?
They need to think about size, environment and location, and decide what suits them. Immediately after the LCG show I spoke to a senior director of one of the large UK operators and he told me that he spent a whole day at LCG talking business to exhibitors. Talking – not trying to make himself heard! – and afterwards he was able to jump on the Lizzie Line and be back at his hotel in the West End in 20 minutes. QED?
As you look ahead to 2026, what are your primary aspirations and strategic goals for the London Casino & Gaming Show and its partner exhibitions?
We now have a firm platform from which to build the component events whilst at the same time ensuring that the London show will always be a show that listens to exhibitors and constantly finesses the offer in order to make both parties – exhibitors and visitors – feel that they have been part of a quality event. I am a big fan of Sir Dave Brailsford’s marginal-gains strategy and that will be our mantra.
Networking is a major draw for industry professionals. What feedback have you received from attendees regarding the business opportunities and connections made at this year’s show?
The Dealer of the Year finals that we hosted at the LCG show were a huge success and created a real buzz. The networking event held afterwards at Lola’s at the Hippodrome, and which included the Dealer Finals results and prize-giving was fabulous, with an atmosphere that nearly blew the roof off! Networking is really important to the industry. It is important to have times where the industry comes together to relax, discuss business, discuss politics and so on, and we know that it is our job to make sure that we provide precisely that.
Responsible gambling is a key issue in the industry. How do you plan to incorporate and promote responsible-gaming practices at the 2026 show?
We were disappointed that a number of RG service providers pulled out of the show at short notice, supposedly because they were concerned that, if they were seen to be too close to the industry, it could harm their chances of receiving funding from the National Health Service once the Statutory Levy is introduced. It is incredible, really, that organizations believe that simply appearing at a trade exhibition somehow represents collusion with an industry, one that does work so hard to comply in all matters pertaining to RG. For ’26 we will continue to provide FOC facilities in the form of a hub for any provider of RG support, whether commercial or as a charity. We hope that, in the meantime, a more grown-up approach will prevail.
Looking ahead to 2026, will we see the introduction of new sectors, such as sports betting and payment systems, within the exhibition?
Certainly sports betting is an area within the LCG sector that we would like to welcome. Now that we have established show, our sales team will be working on conversations with potential exhibitors. I do hope to see some betting industry suppliers joining us for ’26.
For those who didn’t attend this year’s show, what would you say they missed out on and why should they make it a priority in 2026?
They missed a great inaugural show and we would love to see them next year. We are providing something different to ICE, somewhere where you can do business in ambient surroundings, where you don’t have to walk half a mile from one meeting to another, and where afterwards you can go out and sample everything that one of the world’s most exciting cities can provide. It’s somewhere where both the UK and European land-based gaming sectors are represented, and are able to do business together.
Finally, if you could sum up the London Casino & Gaming Show 2025 in just a few words, what would they be? What’s your one message to the gaming industry as it looks ahead to next year’s event?
Many years ago, we built up ICE from a standing start. We have done the groundwork and are now on a new journey to once again provide a quality European casino and gaming show in London. Join us on this journey for 2026 for the second round. You won’t be disappointed.
***This exclusive feature interview was originally published in Casino Life Magazines April 2025 edition Issue 176***
