Boomerang Digital aligned its product, sales, marketing and delivery teams at a strategic Town Hall meeting at which it mapped out the brand’s H2 innovation agenda. Ahead of the major industry showcases comprising October’s ACOS and January’s EAG360 the intensive session highlighted the importance of providing customers with an integrated technology ecosystem rather than a collection of standalone products
Boomerang Digital has set out its H2 strategy at a company-wide Product Town Hall which featured the leadership teams from across Product, Sales, Marketing and Delivery. The intensive full day off-site symposia focussed on the company’s innovation agenda ahead of the ACOS exhibition in October and January’s EAG360.
Hosted by Group Chief Executive Andrew Ludlow and Product Director Justin Browning-Smith the Town Hall style gathering went far beyond the remit of a traditional product roadmap presentation. Alongside an overview of future developments, each product owner provided updates on their respective areas, with Pete Fagg covering Bingo and Numbers, Wayne Forster outlining Membership and Mobile, and Rhodri Evans presenting Paystation and Machine Data Management. Justin Browning-Smith also led a session dedicated to Boomerang’s compliance products.
Explaining the thinking behind the event, Browning-Smith said: “Our product roadmap was an important component of the day, but we also covered how we develop products, how we communicate with customers, and what each product vertical is working on between now and January’s EAG.”
He confirmed a key objective was to align product development with the company’s sales and marketing functions. “An important objective was to provide greater clarity around product development ahead of the two most important domestic shows on the calendar. The business has established a structured timetable for the preparation of marketing assets and demonstration materials in order to maximise the considerable opportunities that exist at both ACOS and EAG360.”
The need to engage non-technical colleagues throughout the process was another central theme. “Operators do not buy technology, they buy what happens in their venue,” Browning-Smith said. “For example, if someone in Sales cannot describe what a player physically experiences, they are reduced to reeling off a list of features rather than explaining the customer journey. The people talking to operators need to know what is live, what is in test and what is still an idea. You only get that by sitting in the room while all of that is being debated, not by reading a summary afterwards.”
Group Chief Executive Andrew Ludlow highlighted the importance of providing customers with an integrated technology ecosystem rather than a collection of standalone products. “The Boomerang Digital portfolio is at its strongest when every part of the venue talks to the others,” he said. “From customer identification and membership through to payments and redemption, with gaming, promotions, rewards, and personalised communications in between.
“Compliance is not a separate stage; it runs through the entire journey. Customers can be checked at sign-up or entry, self-excluded individuals protected from inappropriate communications, and safer gambling interactions recorded consistently across the venue.
“Operators increasingly want one trusted technology partner capable of joining these areas together, not multiple suppliers providing disconnected solutions.”
Originally published on Coinslot on August 3, 2026. Republished with permission.