CLMS managing director Simon Barff led an in-depth seminar on utilising data analysis to better understand player behaviour at ARE two weeks ago, with companies including NSM Music, Reflex Gaming and Mitchells and Butlers all speaking on how performance insight has helped identify areas for growth.

Simon Barff, MD of CLMS, led a seminar on data driven insights at ARE last month, highlighting a range of areas in which operators could increase revenue through strategic investment, based on player behaviour and wider customer trends.

Barff was joined by representatives from NSM Music, Reflex Gaming, and Mitchells and Butlers, who shared how machine data has helped isolate underperforming areas, shape player protection, and identify potential areas for growth.

“We could see from Simon’s data that there’s a correlation with what we see, and that’s a 30 percent increase when people use the app, and a 30 percent increase when people replace all their machines with new machines,” said NSM’s Alex Kirby.

“It’s ok me telling customers, as they see me as a salesman, but that is fact. It gives operators a better understanding of the market, and which way they can improve.”

Kirby also noted that app-driven jukebox revenue in the US has already risen 60 percent, with the trend expected to be replicated this side of the Atlantic.

Speaking on behalf of Reflex Gaming, Mark Purdy spoke on how the company’s Slingshot system allows customers to benefit from real-time performance reporting, as well as which machines may be experiencing technical issues, providing “unparalleled insights into machine behaviours and performance metrics at a highly granular level.”

Meanwhile Dawn Clarke, head of electronic leisure at Mitchells and Butlers, observed that monitoring customer behaviour has led the company to lean into competitive socialising as a growing trend among young pubgoers.