ARE Workshop Highlights Revenue Growth Opportunities Through Data Insights

Simon Barff, Managing Director of CLMS, delivered a compelling presentation at the recent ARE Expo in Manchester, using real-world data from CLMS-connected machines to highlight how operators can increase on-site income through strategic investment and smarter operations.

The session, titled “Data Driven Insights – Where to Invest for New Revenue Streams”, explored market performance, sector values, and key areas for growth. With figures based on CLMS customer data, Barff demonstrated the potential for uplift across various machine types. Several product categories, including VTPs, showed impressive weekly average value gains — with some seeing year-on-year increases of more than 20%.

A focal point was the pub market, where Simon examined trends in turnover and net income, helping operators benchmark their performance and identify underperforming areas. Many pub companies and leading operators joined the audience to find out more.

Simon also addressed common operator questions, including:

• The effectiveness of App Play in driving engagement

• The cost-benefit analysis of dual payment systems for pool tables

Alongside Simon, Alex Kirby of Jukebox Supplier  NSM Music shared insight into the growing role of app-based interaction. He revealed that venues using app play on jukeboxes are already seeing a 30% increase in revenue, with even greater potential ahead. In the U.S., app-driven jukebox revenue is rising by around 60%, suggesting strong upside for UK operators willing to embrace the model.

Mark Purdy, of Reflex Gaming, introduced the company’s Slingshot system — a powerful tool that enables operators to identify their most popular games, maximise revenue through data-driven insights, and instantly detect technical issues that may impact takings. His message reinforced the importance of live data in optimising performance and profitability.

Dawn Clarke, from Mitchells & Butlers, shared how the pubco is driving new revenue streams through the booming trend of competitive socialising, most notably via the Arrowsmiths brand. She highlighted that this area of the leisure sector has grown 38% in the past year and is showing no signs of slowing down. The company is now catering to a younger audience that may not share their parents’ drinking habits but are still eager to socialise and be entertained. Providing interactive, activity-led experiences is proving key to attracting and retaining this new demographic.

With rising costs and growing expectations from customers, the session made clear that data, technology, and innovation are now essential tools for operators looking to stay ahead.

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1 May 2025

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