Putting its customers front and centre stage was the consistent theme which underpinned the Boomerang Digital Strategy Symposium which was held at Doncaster Racecourse. Group CEO Andrew Ludlow provides an overview of the key take outs and explains the importance of being flexible, creative and collaborative.

Coinslot: How many of the team attended the Strategy Day and what was the format?
Andrew Ludlow: It was actually a two day event held at Doncaster Racecourse and was expertly moderated by Product Director Justin Browning-Smith who joined the company in March from Aspers Casino. 

Eight members of the leadership team participated in what were open and challenging discussions. The opening day focused on our Bingo and Numbers vertical, with the second dedicated to Boomerang’s Membership and Mobile vertical. We have a further three sessions planned covering Compliance, Machine Data Management and Paystations followed by Entertainment.

Coinslot: As the business grows in size and influence how important is it to share information between the different verticals?

Andrew Ludlow: It’s fundamental. Boomerang is unique in that it provides solutions across numerous product verticals and sectors. 

Whilst it’s true that we have several competitors across both these verticals and markets, I don’t believe any can boast such a holistic and integrated offering. Through appropriate integration we can ensure that we share and discuss best practise, understand what’s working and of course what’s not working, explore opportunities to drive improved customer engagement and enhance the customer journey. 

Our customers quite rightfully expect Boomerang to deliver best in class products and services, and as a result of sharing information we put ourselves in the strongest position to deliver for our customers.

Coinslot: What were the main topics of conversation and how was the day organised?

Andrew Ludlow: There were common threads across both days, the discussions were structured around presentations that in turn facilitated important and as I said earlier sometimes challenging discussions – which is exactly as it should be. 

We agreed a product vision and strategy for each vertical based on the pillars of  being Proactive, Commercial, Industry Leading, Scalable, and End-User focused. All of our discussions were set against the key drivers of change namely technology and legislation. 

There’s a huge amount of talent within the Boomerang team and everyone without exception added great value during the sessions including  their personal perspectives. I was very conscious that we needed a dynamic to our conversations as opposed to a series of predictable and safe conversations. The team delivered exactly what I think a strategy day should be about which is honest, robust and challenging.

 Coinslot: What were the key take outs, did it generate ideas or new ways of doing things?

Andrew Ludlow: There was so much that we covered but I think the three big ticket topics were the importance of taking the time to discuss strategy, the need to constantly review the direction of travel and to always be agile and bold. 

We are a proactive business working in a dynamic and fast-moving industry supplying multiple sectors which means there’s a requirement to move at pace on behalf of our customers and of course our customers customers. 

Coinslot How do you see the broadly based entertainment/hospitality industry changing over the short to medium term and is Boomerang Digital preparing for changes either in terms of product initiatives or ways of operating?

Andrew Ludlow: The sectors that we supply, are entrepreneurial, innovative, competitive and centred on consistently delivering outstanding customer experiences.

As a consequence we must ensure that the solutions that we deliver underpin those key characteristics. We need to be flexible, creative and collaborative partnering with our customers across multiple fronts. 

I have talked before about the key drivers of change being technology and regulation and that applies equally to the sectors that we supply. Our pledge is to always provide our customers with the tools necessary to deliver well-regulated, fun, value for money gaming and entertainment experiences. 

That’s an unwavering, non-negotiable commitment which sits at the core of what Boomerang is all about.

Coinslot: What and where are the business opportunities? 

Andrew Ludlow: The range of opportunities that exist for Boomerang and our growing customer base across all sectors is genuinely exciting.   

We are driving a series of internal efficiencies such as improved systems, processes, and communications as well as product convergence which in turn can deliver more cost effective and integrated solutions. 

These are already manifesting themselves in the Boomerang product range, but there’s more to do and more to deliver objectives which the team’s progressing at pace!