Simon Barff, Managing Director of CLMS, delivered a data-led presentation to a packed seminar room during the prestigious Pub Summit on the opening day of EAG Expo, highlighting significant shifts in player behaviour and the accelerating adoption of cashless and app-based payments across the pub and hospitality sector.

Simon joined a highly respected panel of industry figures, chaired by Peter Davies (Inspired Entertainment), including Jim Cathcart (UKHospitality), Dawn Clarke (Mitchells & Butler), Teddy Ryan (Anacta) and Daniel Chadaway (Stonegate Group).

During his presentation, Simon shared long-term performance analysis tracking the sector back to 2007, comparing revenue growth against inflation. For many years, the market lagged behind RPI, with a notable gap opening during the mid-2010s. However, Simon explained that the introduction of digital, app-based and cashless technologies marked a turning point, helping the sector regain momentum.

Post-COVID recovery data presented during the session showed:

+13.9% growth in the first year post-pandemic

+9.3% growth in the second year

+5.5% growth in the most recent year

While growth has naturally moderated, Simon emphasised that the market remains on a positive and sustainable trajectory.

Addressing overall market scale, Simon estimated annual sector turnover at approximately £5.6 billion, with AWPs continuing to account for the vast majority of revenue. Additional contributions come from pool tables, music systems and other ancillary products, underlining the importance of maintaining a balanced and diversified pub gaming offer.

One of the most striking insights shared at the Pub Summit was the rapid acceleration of cashless and app-based play. CLMS data shows that app-based transactions, which previously accounted for less than 3% of play, have now risen to over 5% in a short period, with adoption continuing to grow.

Across a monitored estate of more than 5,000 machines, Simon revealed that 88% of machines now support card or app-based interaction, compared with around 66–67% at the same point last year — a significant year-on-year increase.

Making the player journey as seamless as possible is vital to driving player engagement In a recent ticket in cash out trial on AWPs, where the player purchases a ticket to play, we have monitored a rapid player uptake which has resulted in an additional 16% of cash in.  While a very limited trial the speed with which the players have adopted the system of payment and the resulting uplift has been very encouraging and we have a number of clients looking to be included in the second wave of trials.

Crucially, Simon highlighted that player behaviour differs when using cashless methods. App-based play is associated with higher reinvestment rates, longer engagement and a higher hold percentage (around 32%) compared with traditional cash play (approximately 29%).

“These aren’t marginal changes,” Simon explained. “What we’re seeing is a fundamental shift in how players interact with machines, particularly in pub environments. Cash remains important, but choice is now critical. Operators who offer a blended mix of payment options are seeing stronger engagement and better overall performance.”

Simon also noted particularly strong uptake in hotel and destination venues, where players are less likely to carry cash, and suggested that cashless adoption could exceed 70% as systems become more sophisticated and familiar to players.

The Pub Summit session generated strong audience engagement, with lively discussion around investment, player experience and future-proofing pub gaming operations. Simon concluded by stressing that cashless adoption is evolving organically, not through enforcement, and that giving players control and flexibility is key to sustaining long-term growth.

CLMS continues to work closely with operators and suppliers to provide secure, compliant and data-driven payment solutions that support the future of pub gaming.