In March 2025 Justin Browning-Smith made the switch from Aspers Casino to join Boomerang Digital to fill the newly created post of Product Director. Expanding on the change of sector as well as the switch from operator to supplier, Justin champions the role of agile businesses in driving innovation, embracing a ‘can do’ culture and the buzz of bringing innovative solutions to market. Ahead of ARE he issues an open invitation to operators to see exactly how Boomerang’s ‘one-stop shop’ approach works in practice.
Coinslot: You joined Boomerang Digital from Aspers Casino in March 2025 – what impressions have you formed about the sector over the 12-months and what are the main points of difference that you’ve found?
Justin Browning-Smith: It’s been a brilliant learning curve. Coming directly from the Operator side, I obviously knew the industry, but stepping into a supplier role was a bigger shift than I anticipated.
Boomerang’s product range is huge and technically very sophisticated, so my first year has genuinely felt a bit like going back to school! But that’s exactly what makes it so rewarding.
I get to use my first-hand experience as an Operator to help our team build tools that actually solve the real-world problems our customers face every day.
Coinslot: Where do you see the opportunities for Boomerang across the UK sector as well as the main challenges – on balance is it a case of glass half full or half empty?
Justin Browning-Smith: My glass is definitely half full! Obviously, there’s no ignoring that recent government fiscal decisions and changing regulations have made things tough for the wider leisure industry. But that’s exactly where Boomerang comes in.
When things get complicated for Operators, they need suppliers who can make life easier. A huge focus for me right now is our compliance range. We’ve been putting a lot of work into our facial recognition technology to help venues support self-excluded players seamlessly.
It’s about giving Operators the right tools to protect their customers and run their businesses smoothly.
Coinslot: You joined Boomerang Digital as the company’s first Product Director: it sounds like a very broad brief – what does the role entail?
Justin Browning-Smith: It is a really broad role, but I’m lucky to be backed up by a fantastic team of Product Owners who really know their stuff. Because Boomerang grew from bringing four separate businesses together, we have this amazing ‘one-stop shop’ offering.
My main job is to make sure all those different products talk to each other perfectly, so the experience is completely seamless for both the player and the venue. I actually used Boomerang’s products when I was on the Operator side, so I know how important it is to keep looking ahead.
My goal is to ensure we’re always innovating and building the next great feature, rather than just waiting for customers to ask for it.
Coinslot: What was the attraction of joining the Boomerang Digital team: for example, is it easier to contribute to the direction of travel within a smaller organisation?
Justin Browning-Smith: Honestly, it came down to the people and the pace. I already knew a lot of the team here, so it felt like a natural fit from day one. But what really sold me was the culture, there’s very little red tape, and everyone just has a genuine desire to roll up their sleeves and get things done.
That ability to move fast and make a tangible impact on the direction of the business makes for a great environment to work in.
Coinslot: Do you see smaller more agile businesses as being the driver of innovation within the industry?
Justin Browning-Smith: Absolutely, especially when it comes to pace. That agility is a massive advantage in this industry. We don’t have the luxury of pouring time and cash into vanity projects, so we have to be laser-focused on what will actually work and deliver real commercial value for our customers.
It means we can cut through the noise and bring practical, innovative solutions to the market much faster.
Coinslot: Your industry career started with Scottish & Newcastle in 1994 – what lessons/insights/experience gained over the last three decades have you brought across to Boomerang?
Justin Browning-Smith: It goes right back to when my wife and I were running a busy managed pub early in our careers. We were young, but the pub was incredibly successful and packed every lunchtime.
We realised quickly that success comes down to a relentless focus on high standards, whether that’s the quality of the food, how clean the car park is, or just giving people a genuinely great customer experience.
That mindset has stuck with me ever since. Whether you’re pulling a pint or developing complex software for the gaming industry, putting the customer’s experience front and centre is still the most important thing you can do.
Coinslot: Can you explain how you are able to balance future challenges/opportunities with the needs of the market here and now?
Justin Browning-Smith: It’s definitely a balancing act! We have a fantastic order book, and our Sales team is always keeping us on our toes by bringing in more. It’s a great problem to have, but it does mean we have to juggle delivering things quickly today while still planning for tomorrow.
To manage that, the senior team has put together a really clear 5-year vision. We use structured roadmaps to keep us on track, making sure we’re hitting those immediate milestones without losing sight of where we want the product to be in the long run.
Coinslot: What industries do you look to for inspiration outside of gaming/amusements?
Justin Browning-Smith: I’m a bit of a gadget geek, and my family and I are heavily invested in Apple products. I’ve always admired that old Steve Jobs marketing mantra that technology should ‘just work’.
That’s exactly the standard I want us to hit at Boomerang. Our backend systems are incredibly complex, but from the Operator’s point of view, it should all feel effortless and intuitive. That philosophy of keeping the user experience simple and reliable is a huge inspiration for me.
Coinslot: How advanced is the industry in adopting new technologies and incorporating the latest advances in product development?
Justin Browning-Smith: The industry is actually moving really fast. AI comes up in literally every customer meeting we have right now. At Boomerang, we aren’t looking at AI as a way to replace anyone; we’re actively exploring how it can ‘supercharge’ our teams. Our product team is already using these tools day-to-day to help streamline their work.
I’m genuinely excited about the future here, it’s going to free us up to be more creative and deliver even better solutions for our partners.
Coinslot: Finally, with the ARE show less than a month away what can visitors expect to see on the Boomerang Digital stand and what’s your message to operators planning a visit?
Justin Browning-Smith: Visitors to the Boomerang stand aren’t just going to see a list of individual products, they’re going to see exactly how our ‘one-stop shop’ approach works in practice.
We’ll be demonstrating how our technologies connect seamlessly to take friction out of the daily operation and genuinely elevate the player experience.
My main message to anyone planning a visit is simple, come and talk to us about your biggest operational headaches. Whether it’s streamlining and enhancing compliance or driving player engagement, the chances are we already have an innovative, ready-to-deploy solution that can help.
A desire to get things done
Justin Browning-Smith said… “What really sold me was the culture, there’s very little red tape, and everyone just has a genuine desire to roll up their sleeves and get things done. That ability to move fast and make a tangible impact on the direction of the business makes for a great environment to work in……
