Speaking during the EAG Pub Summit, CLMS managing director Simon Barff explained how cashless and digital payment uptake has continued to grow since the pandemic, boosting pub income significantly while ushering in “a fundamental shift in how players interact with machines.”
CLMS has revealed how digital and cashless technologies have been instrumental in helping the pub gaming sector recover and grow in the wake of the pandemic, with app-based transactions alone now accounting for 5 percent of play.
Speaking during the EAG Pub Summit, MD Simon Barff shared performance data from the last two decades, which revealed how cashless technology provided a “turning point” for the industry, boosting growth by 13.9 percent in the first year post-pandemic.
“Cash remains important, but choice is now critical,” said Barff. “Operators who offer a blended mix of payment options are seeing stronger engagement and better overall performance.”
Post-Covid recovery data presented during the session showed a 9.3 percent growth in the second year post-pandemic, and 5.5 percent growth in the most recent year, with Barff noting that though growth has naturally moderated, the market “remains on a positive and sustainable trajectory.”
Estimating current annual sector turnover at approximately £5.6bn, Barff added that AWPs continue to account for the “vast majority” of revenue, and that 88 percent of machines now support card or app-based interaction, compared with 67 percent last year.
The presentation also highlighted how player behaviour differs when using cashless methods, with app-based play associated with higher reinvestment rates, longer engagement and a higher hold percentage compared with traditional cash play.
“These aren’t marginal changes,” said Barff. “What we’re seeing is a fundamental shift in how players interact with machines, particularly in pub environments.”
Cashless on the up
Simon Barff said… “These aren’t marginal changes. What we’re seeing is a fundamental shift in how players interact with machines, particularly in pub environments…
Originally published on Coinslot on January 26, 2026. Republished with permission.