As the industry continues to navigate one of its most significant operational shifts in recent years, the move towards cashless and contactless payments remains firmly in focus. At the upcoming Amusement and Retail Entertainment Expo (ARE Expo), CLMS Managing Director Simon Barff will return to the seminar programme with a data-led session designed to cut through the noise and provide operators with a clear picture of what is really happening on the ground.

Taking place at 1pm on Tuesday 28 April, Simon’s session: Making Contactless Pay: Data Insights for Maximising Machine Revenue, will draw on CLMS’ extensive network of connected machines across the UK, offering a uniquely detailed view of how payment behaviour is evolving and what it means for performance.

While much of the conversation around contactless has centred on adoption, Simon’s approach goes further. This session will examine not just where contactless is being used, but how it is influencing spend, behaviour and ultimately revenue across different machine categories and venue types.

One of the key areas of focus will be the balance between cash and contactless usage. Rather than viewing contactless in isolation, Simon will explore the share of transactions between traditional cash play, hybrid environments and contactless-only machines, providing a more nuanced understanding of how these systems coexist in real-world settings.

Regional variation is another critical theme. Data from CLMS highlights significant differences in contactless uptake depending on geography, and the session will unpack what these variances mean for operators when planning rollouts or evaluating performance. Understanding why certain regions outperform others  and whether this is driven by demographics, venue type or supplier offering – will be central to the discussion.

The session will also touch on the growing complexity of the contactless ecosystem itself. With a range of unit providers, differing fee structures and varying supplier propositions now in the market, operators are faced with more choice than ever  but also more variables to consider. Simon will outline the key differences between offerings, including how charges and transaction fees can impact overall profitability.

Beyond hardware, the role of apps will also come under the spotlight. As AWP app usage continues to develop, questions remain around adoption levels, fee structures and the balance between convenience and retained revenue. Simon will explore how app-based play compares with traditional and contactless methods, and where the opportunities – and challenges – lie.

Importantly, this will not be a purely analytical session. Alongside the data, Simon will address the practical realities operators are facing, from integration challenges to player behaviour, and highlight potential solutions that are already emerging within the sector.

Looking ahead, the session will also consider what comes next. As new products enter the market and technology continues to evolve, operators will need to make informed decisions about where to invest and how to future-proof their venues. Identifying additional revenue opportunities linked to payment innovation will form part of this forward-looking perspective.

Commenting ahead of the show, Simon Barff said:

“I am very pleased to be returning to the ARE show in Manchester for a second year, and I’m looking forward to sharing the insights I have gleaned from data on cashless payments, which I believe could be a transformative opportunity for the industry. I hope you’ll join me at 1pm on Tuesday 28 April to hear more.”

Simon’s sessions have become known for their clarity and relevance, grounded in real operational data rather than theory. For operators looking to better understand the financial and practical implications of cashless, this session promises to provide both insight and direction.

With contactless no longer a future concept but a present-day reality, the question is no longer whether to adopt  but how to make it work most effectively.

Listen to Simon’s talk at 1pm on April 28 in the Amusement Network seminar theatre