The next major amusement industry trade show is in sight, as IAAPA Expo Europe is getting underway in Barcelona, Spain. Running across the rest of this week (with the hall floor open from the 23rd to the 25th), the European show often serves as a warm-up for the ‘main event’ in Orlando each November; but, as time has gone by, it has started to feature its own new product launches. There also can be some distributors who showcase product that is only destined for Europe. Plenty of the companies who will be exhibiting have released previews of what they will have, so let’s take a look at them before our full coverage of the show comes later in the week – thanks to Ted for helping to bring these all together.
IAAPA Expo Europe 2025 – Site Advertisers
As always, let’s start with those who are exhibiting that also advertise here on AH. We thank them for their support – I would also note that a couple of them are not present with their own booth, but may have product represented by others, e.g. Raw Thrills, whose games will be represented through Bandai Namco.
TouchMagix
As can be seen in their advert at the top of the site at the time of writing, TouchMagix will be around as usual with their regular sales titles like Pop It! and Pudgy Penguins Polar Challenge at Booth #2-1667.
They’ve recently shared this press release:
TouchMagix, a leader in next-gen arcade entertainment, is bringing an exciting lineup of skill-based redemption games to IAAPA Expo Europe 2025. Designed with global audiences in mind, TouchMagix games are engineered for high replay value and proven ROI, delighting operators and players alike.
Which games can you look forward to experiencing at the show?
TouchMagix’s booth will showcase a dynamic lineup of exciting games, including the icy-charm of Pudgy Penguins Polar Challenge, the fun dart-throwing chaos of Minions Bullseye Mania, and the colorful fun of the Pop It.
Anup Tapadia, Founder of TouchMagix, said, “We’re thrilled to showcase our diverse portfolio at IAAPA Expo Europe. From beloved IPs like Minions and Pudgy Penguins to innovative hits like Pop IT, our games combine fun, skill, and immersive gameplay to keep players coming back.”
Why TouchMagix Games Stand Out:
- Popular Licensed IPs: Featuring fan favorites with authentic animations and sounds.
- Skill-Based Game play: Precision and timing matter, with rewarding mechanics that appeal to all ages.
- High Replay Value: Competitive scoring and escalating challenges encourage repeated plays.
- Global Appeal: Designed for family-friendly fun and operator profitability worldwide.
Don’t miss your chance to experience these exciting titles in person! Visit TouchMagix at Booth 2-1667 during IAAPA Expo Europe 2025.
Wahlap
TouchMagix have typically been the only AH site advertiser to exhibit at IAAPA Expo Europe, but that is changing this year with Wahlap at Booth #2-580. This one is a somewhat of a surprise, as Wahlap haven’t really appeared in their own right at the European shows before. They are making up for that here though, by bringing along Asphalt Moto Blitz DX, Asphalt 9 Legends Arcade DX, Monster Eye 3 Unite, CyberHoop Basketball, Taito’s Getter Spin D prize game and their own Track-X crane.
You’ll note that this doesn’t include any of the new-new stuff that was shown off by them at GTI Asia China Expo recently, but the new Storm Racer 2 and Rider X, as well as Phantom Vanguard, will all be coming out West. It’s just that with this being so soon after GTI, the particulars on how those will reach us are still being sorted out. Of course, the main IAAPA in November is the most likely place for them to first turn up at.
IAAPA Expo Europe 2025 – Arcade Exhibitors
For the rest, there are many companies that we are not covering here, as our focus is primarily on video games and pinball machines. Of course there is a lot of videmption & redemption product that will be there too, but we don’t tend to give those as much attention, since they don’t need it. Also of note, there are a few VR/AR/MR companies still hanging in there, so if you’re interested in those keep reading on to the end.
Ace Amusement
As well as having their own presence at IAAPA in November, Ace have also been attending the European show themselves in recent years, slowly growing their space in size (the photo below is of 2023’s; 2024’s was slightly bigger). Their appearance at Booth #2-1057 here should give them the chance to show off some new games of theirs that distributors haven’t picked up yet, most likely those we’ve seen at AAA and GTI Asia China this year, though Ace haven’t posted any preview of what they may be.
Bandai Namco Amusement Europe
Last year at IAAPA Europe, Bandai Namco Amusement Europe debuted Angry Birds Boom! for Raw Thrills and Play Mechanix before anywhere else in the world. If they do have anything new-new this time at Booth #2-1576 though it is being kept a surprise, with the main two showcases looking like the first European appearances for Top Gun Maverick and Wizard of Oz from RT. There will also be the Pac-Man Street Range, GoldStorm Pirates, and of course products from BNAE’s other partners.
Of course, if Wangan Midnight Speed Ignition or Taiko no Tatsujin are there as a surprise exhibit, they would spread like a gas fire online. But this is not a hint – we’ve heard nothing about Speed Ignition since the Japanese tests, and regarding Taiko, there’s still some issues with the US launch that are being ironed out. Still, if either are coming sooner than we think, this show or EAG would be the best places to for them.
Bitronic
This Spanish company at booths #1-1630 and #2-1218 has dabbled in pinball from time to time, selling Quetzal Pinball’s rare Super Hoop, whilst focusing more on darts and casino machines. They do also make the occasional electromechanical oddball though, such as this mini 2v2 football table piece called Pin Shot, so perhaps they’ll have something new like it on their booth here.
ELAUT
Belgium’s ELAUT will be bringing their stable of redemption, including Benchmark Games and Coast-To-Coast Entertainment’s product, along to Booth #2-661. The preview on their website doesn’t show much new, aside from a new Smurfs soccer game that Benchmark has, so this video from IAAPA 2024 will do:
Electrocoin
Electrocoin always makes time for IAAPA Expo Europe, and will be at Booth #2-1060 here. Besides representing Stern Pinball in Europe, most of our UK and European readers should be familiar with their past selling Konami and Taito product (among others) into the territory, though as the below preview shows they are a lot more focused on redemption these days. Still, there could be a surprise or two in store one of these days, given that Konami have been doing more in the US recently. We can also presume that this should mark the release of Stern’s latest Star Wars pin in Europe (more on that below).
Flamestone/Leon Amusement
This company is rather confusing, as we’ve seen them around on LinkedIn under the name of “Firestone”, but then they are listed differently on the IAAPA Europe exhibitor list with two booths. They were at the show last year, with a small space to exhibit On Target and announce it would be carried by Sega Amusements over here. This time, Flamestone is at Booth #2-1105 showing off their four player Master Hunter shooter, and possibly revealing who may be selling it out West too, if last year is anything to go by. This appears to be another shooting gallery game that uses realistic, metal guns, but has a widescreen instead of a TATE Deluxe (vertically mounted) type deal.
Then Leon Amusement is at Booth #2-274, but we don’t know if it will show the same product or different. I did hear that a US company grabbed Flamestone’s FlameStone Cannon that was at GTI, so that being the case, there’s a good chance that someone will be looking to license it for Europe as well.
Kalkomat
One of the standout trends we observed out of GTI Asia China this year was the amount of boxers springing up, but few of them dominate the market in the way that Poland’s Kalkomat do. They will be at Booth #1-1246 with their latest offerings in the genre, including the prize vending combo one pictured below:
Magic Play
Pre-2020, Poland’s Magic Play was making a lot of strides into North America, but after that year, we’ve only seen them at European shows. They are at Booth #2-935 this time with a sizable space, although we aren’t entirely sure what they will have. They function mostly as a distributor these days, but perhaps they’ll pick up designing their own stuff again before too long. As a “good guess”, they might have UNIS’ Jump Master on hand (which just debuted at GTI), as they already have that game listed on their website.
Sega Amusements International
Though we ran down what Sega Amusements will have at booths #2-1555 and #2-1260 in a dedicated preview earlier this month, they deserve a mention here too. Where Angry Birds Boom! was probably the biggest new debut last year, Sega Amusements are launching the main new arcade product to grace this IAAPA Europe, with LAI Games’ Ubisoft All-Star VR. That and LAI’s Cyberpunk 2077: Turf Wars will take up much of the attention, but owing to them also distributing ICE and 501 Fun, their works will be prominent too, as well as Subsoccer Arcade and the new smaller models for Apex Rebels and On Target.
Might their booth also include the recently announced Speed Rider 4DX? Since it wasn’t specifically included in the IAAPA EU announcements we previously mentioned, I would guess it will not be. That could be due to shipping issues, especially if the deal to carry the game was inked at GTI.
Stern Pinball
As well as Electrocoin representing them, Stern Pinball often turn up at the IAAPA Europe shows in their own right, with this year being no exception as they will appear at Booth #2-278. Last time around they debuted Uncanny X-Men here before any other trade show, and though they have not done any previews it’s likely they will have Star Wars Fall of the Empire, as well as existing releases like Dungeons & Dragons (which, by the way, just recently arrived over here at Arcade Galactic…).
Superwing
This Chinese company has recently started appearing at most IAAPA events across the world, and they will be here at Booth #2-715 too (though their previous stands have remained pretty small compared to what they do in the mainland). Last year they had a few redemption pieces and their Marksman shooter before Andamiro USA picked it up, and this year should be much the same, with perhaps one of their newer video pieces (maybe Flash Rider, as the below trailer shows?) dropped in as well.
Triotech
Triotech are another constant presence at IAAPA shows, thanks to them straddling both the attraction and amusement sides of things. While they haven’t given a preview out for their IAAPA Europe stand at Booth #1-913, something new by them that falls more upon the latter was revealed recently via Betson’s channel: a two player version of their Super Blaster. It would be surprising if they don’t bring this along, though they could always focus more on their attractions portfolio. Will they have that VR game we saw them test too? Who knows.
UDC
This UK-based distributor often partners with Ace Amusement on their video games, while working with various others (ELAUT, Wahlap, Playmore) on redemption. Step Revolution’s StepManiaX is sold by them into Europe too, and that has been confirmed as being there. UDC have also just confirmed that they are taking a shot at Maimai with Arccer’s Dance Show. For those unfamiliar, this comes with a hexagonal screen bezel instead of a circular one – and has a 120hz monitor. Sega has yet to announce Maimai DX for Europe, although as we saw over the weekend, the game has begun arriving at locations in the US, and we should have a proper post about that up soon. Anyway, here’s the setup UDC did last year:
UNIS
UNIS had a pretty strong presence at IAAPA Europe last year, although from memory it didn’t have much new, so the expectation for their space this time at Booth #2-1283 would be little difference from what we saw from them at their pre-GTI shows (a post on Instagram indicates as such, mentioning their Emoji pieces, some cranes, and Monster Jet Riders). That said, they could surprise us.
WIK
Besides Kalkomat, the other major Polish manufacturer on the European amusement scene is WIK, whose classic air hockey, skee-ball and basketball machines have had plenty of distributors and iterations (Bandai Namco used them as the base for their Pac-Man Street Range). From the looks of the previews they’ve posted, their main new product at booths #2-1139 and 2-1239 will be a new design for the first of those.
Yuto Games
Unsurprisingly, Yuto Games began blitzing their social medias with promotion for their IAAPA Europe appearance before GTI had even got underway. As can be seen in the below photo, they will have their Crazy Drift racer, a new horse rider, and one of their VR Agent-like kiosks on hand at Booth #2-1775.
IAAPA Expo Europe – VR/AR/MR Exhibitors
As we’ve been noting with trade show coverage this year, the number of companies representing a VR product have diminished drastically – I think you could call it a total collapse, given that less than a decade ago we either had long previews/reviews of VR content in these types of posts, or we had to parse them out into their own thing. Now we have eight, but only three of them are exclusively focused on VR. To be fair, I might be missing some, but it’s clear that VR as an arena is no longer the industry darling.
What is in this regard is the Immersive Reality Room (IRR) or interactive wall/floor. I classify these as MXR, as they mix physical and digital, without the need for wearables. I am surprised to see one of the leaders in this area, INOWIZE (based out of Romania) skipping the show though. Either way, it’s clear which direction the industry is headed, and it isn’t what had been promised as “the future” over the past decade.
DOF Robotics
Being a platinum sponsor, DOF Robotics are naturally one of the most consistent attendees of IAAPA shows, also appearing at the main event in November and the smaller IAAPA Expo Asia. There is a good chance that they will have VR as a solution on some of their products, however, they do offer multiple displays (as an example, you can get their Hurricane 360 ride with VR or a giant dome screen). We almost had them up in the arcade area, as they have showcased Angry Birds Fury Road at IAAPA Europe, Asia, and IAAPA proper. However, while it was testing in the US earlier this year, it’s since fallen off the radar. Will it return? Will they have any other more compact arcade titles to show? They might not, in which case they’ll still have their attractions to check out. You can find them at booths #1-600 and #1-900.
Hero Zone VR
This company recently announced that they acquired SPREE Interactive, but their real major debut is the Terminator Uprising VR experience, which they are promising will “attract audiences and boost revenue” at locations that grab it. This appears to be the first in a series of Terminator-licensed games for the company, which is certainly a nice change of pace from more zombies. Find them at Booth #2-954.
Hologate
While Hologate is no stranger to licenses, they’ve also been fairly quiet for the past while. In checking their socials, they haven’t updated their Facebook since last year, their YouTube hasn’t been updated in two years now, and their LinkedIn shows some boilerplate corporate stuff, with no new hardware or software announcements (nor a mention of IAAPA, unlike last year). Nonetheless, they’re here at Booth #1-413.
Holovis
It has been a little while since we heard of Holovis (they’ve been busy, and usually we only focus on them at IAAPA since they tend to do larger scale stuff), but they will be at the show on Booth #2-190 promoting a new element to their 360Golf modular courses. They also recently announced a new project for the UK called ApolloDomes, which is an MXR experience with themed, projection-mapped domes.
Movie Power
Here is one of the few Chinese manufacturers who still focuses on VR, although I have been unable to find an announcement of what they are bringing. Best guess is a few of their latest titles like VR Neon Warrior, maybe something bigger, since they have a bit of space to play with. Find them at Booth #2-1265.
Neo Xperiences
Booths #2-988 & 2-1289. As far as I remember, this French company was the first to develop what we would later call a Mixed Reality experience, as they came along with the Scale-1 Portal way back in 2012. They’ve finetuned that tech into what is now the Neo Xperience, which is also available in a variety of configurations. It seems likely that they’ll be focused on the recently announced NEO-ONE, which can also be setup to work like INOWIZE’s QBIX. Here’s one of the latest games to grace that platform:
VALO Motion
Here’s one company who has also been focused on MXR side of things, which is now being followed by other companies as we’ll see in a moment. VALO has their Jump, Climb, and Arena products, where they will be debuting a 4-Player version of the award winning Arena at this expo. They also keep these updated with content, such as their latest Party Box as seen below. They are at booths #2-683 & 2-983.
VEX Solutions
As we recently mentioned on the site, VEX Solutions is a company that is making the pivot into Mixed Reality (MXR) with their new VEX PartyDash (now renamed from HyperDash). I presume that they’ll still have their normal VR setup available, as they also have a large booth space, but with PartyDash being the big new thing, it will most likely be the main focus on show. Find them at Booth #2-974.
X-Wall
This company out of the Netherlands is also promoting their take on the projection mapped, interactive wall with their X-Wall. While this is the first time I recall hearing of them, they already have a long list of available games, most of which are focused on sports, but that’s not exclusive. Find them at Booth #2-688.
That wraps things up for this preview of IAAPA Expo Europe 2025; once the show is over and done, with we will have a rundown of what each company’s booth and product looked like on the floor as usual. None of the regular site writers will be in attendance, but that’s where our co-contributors come in with their photos and information 🙂 Until then, what interests you most from this preview?
