CustomerNexus, available Q1 2027
From footfall to fandom.
Ticketing, RFID, cashless wallet and the benefits of gamification built as one system on a single sustainable guest record, so every visit compounds into the next one.
Who is building it
Technology and hospitality innovators who built and operated fully gamified venues in North America, and developed a global brand of 60 experiential entertainment venues worldwide.
System partner
Semnox: award-winning ticketing, RFID and cashless system, deployed at more than 3,000 sites worldwide.
Status
First release Q1 2027, with a limited number of select venue foundation partners.
The evolution of the industry
Move up the curve, or fall behind.
Gamification is still rare in location-based entertainment, and rarer still at the core of the operation. The industry is rapidly dividing into operators who plan to incorporate engagement into everything they do...and everyone else.
Increasing sophistication, guest engagement and venue value
Little motivation for return visit or event booking.
Novelty lifts the first visit, then fades. Scores sit apart from identity and spend, so the data never reaches the till or the roster, and a competitor can add the same layer in a season.
Superior customer experience leads to: Repeat visit motivation; Higher spend per visit; More event bookings. The advantage compounds and is further enhanced by full operational visibility and control.
True gamification is not simple scoring. Turning social play into a superior customer experience and loyalty, and data into actionable insights, takes technology innovation and operating experience. We are developing the system we wanted as owner-operators (and the industry increasingly aspires to) and was not available in the market...until now.
The CustomerNexus system
Every connection and action feeds one guest record.
A guest taps in once. From that moment, play, spend, progression and entitlements all resolve to the same unique identity, in real time, across every site you run.
- 01Arrives and taps in. No queue, no card.
- 02Plays and competes across attractions.
- 03Eats, drinks and spends from one cashless wallet.
- 04Climbs the leaderboard and earns status.
- 05Pays cashless, with no friction at the till.
- 06Leaves with motivation and great memories, and returns.
Two-way and real time: entitlements, offers, scores and identity flow back out to your ticketing, screens and applicationss.
Value Flywheel
Win the first visit, and the returns.
Every turn compounds into a tighter customer connection as well as more revenue and profit. Each stage feeds the next, and the data each one throws off makes the following turn more profitable to run.
Insight and control
See what is happening. Manage it while it is happening.
A guest record is the reference. The same system that recognises a guest tells you how the venue is actually performing, hour by hour, and the console gives you the levers to act on it before the session ends rather than reading about it in next month's report.
Signals in
- Throughput, dwell time and queue length per attraction
- Which attractions are earning and which sit idle
- Where guests drop out of a visit, and when
- Spend across play, food, beverage and merchandise
- Repeat behaviour by cohort
- Machine and reader health
Optimize it. Live
Levers out
- Scoring and earning rules, by attraction or time of day
- Redemption rules and reward values
- Virtual queueing to smooth peaks
- Challenges and campaigns, mid-session
- Entitlements and access, per guest or group
- Pricing and package logic
A guest who never queues, who is steered toward the attraction with capacity or food and beverage, and who is rewarded for what they already enjoy has a better visit. That better visit is also the more profitable one.
Architecture
A shared core, with modules you switch on per venue.
Nothing here is aspirational labelling. This is what will be available in the first release. We built and proved it before and served hundreds of thousands of customers. Now, we're building something better.
Core system
- Guest identity & consent
- Cashless wallet & ledger
- Entitlements
- Earning rules & event ingestion
- Integration & API gateway
- Data integrity & feed trust
- Security & access control
- Operator console
- Reporting & insight
- Multi-tenancy & localisation
Modular functionality, initial release
- Achievements & progression
- Leaderboards & competition
- Challenges & quests
- Rewards & redemption
- Teams & groups
- Campaign management
- POS integration
- Accounting integration
- Virtual queueing
- Safety and consent
- Group play and tournaments
- Operator console
- Reporting
- Deployed as cloud system-of-record with on-site redundancy, so the venue keeps trading if communications link drops.
- Architected to be scalable and extensible to allow for ever-increasing functionality as well as for venue attraction selection flexibility.
- Robust integration layer facilitates inclusion of 3rd party systems.
Operator economics
Five levers that compound.
These are the advantages of gamification at the core of your operation.
Progression, status and achievement give a guest reasons to return that a discount cannot.
One cashless wallet and virtual queueing remove the friction between play, F&B and merchandise.
Team play, seamless friendly competition and leaderboards make the venue the obvious choice for a group or large event.
First-party behaviour, per guest, means campaigns aimed at people who will respond.
Dynamic customer experience controls and operational insight yield superior customer and financial returns
What is possible:
More revenue, profit, and brand value
Independent research shows gamified loyalty lifts engagement and retention materially, and that small retention gains drive outsized profit.
Measurable impact
+48%
lift in customer engagement
UXmatters; Fluent
+30%
increase in customer retention (gamified loyalty)
Optimove; Annex Cloud
25 to 95%
higher overall profit from a 5-point gain in retention
Bain & Company (Reichheld)
Where it works
One system, tuned to each kind of space.
Entertainment venues
Turn one-time guests into regulars: more repeat visits, more secondary spend, more group and event bookings.
Primary win Repeat revenue and group bookingsShopping malls and mixed-use
Convert footfall into tenant sales and dwell time, with cross-tenant loyalty and a new first-party data line.
Primary win Footfall into rents and direct revenueMuseums and cultural spaces
Deepen engagement and memberships with scored, dynamic, shareable journeys that carry across linked sites.
Primary win Depth and repeat visitsStadiums and civic spaces
Lift utilisation of underused space and event-day spend, turning visitor affinity into revenue and insights you can monetise.
Primary win Utilisation and dataWho is building it
Operators and Technology Innovators in equal measure.
- Our founders have decades of experience building software companies across Silicon Valley, Europe and Asia.
- They built and operated fully gamified venues in North America, and developed a global brand of 60 experiential entertainment venues worldwide.
- They founded a global immersive entertainment company now listed on the London Stock Exchange.
- CustomerNexus is a new pioneering system built on that experience.
Our system partner
- More than 3,000 installations worldwide, across venues of every scale and market.
- Recognised by IAAPA, MENALAC and ENADA for innovation and excellence.
- 6 times winner of the ‘Innovative Product of the Year’ award at the annual IAAPI conference.
- One accountable delivery team from box office to bar, with no vendor boundaries for you to manage.
Foundation venue programme
Be one of the very first to benefit.
We are working with a small number of venues, and with select attractions vendors, as we prepare to launch.
- Cohort A limited number of venues, plus select attractions vendors, chosen for fit rather than size.
- Timing Design input now; deployment from the Q1 2027 release.
- You give Access to your operation or your hardware, your numbers, and honest feedback.
- You get Roadmap influence, foundation pricing, a certified integration, and first-mover position in your market.