Dave & Buster’s Entertainment, Inc. (NASDAQ: PLAY) is an American restaurant and family entertainment business headquartered in Dallas, Texas. Dave & Buster’s has stores in 34 states and Canada, offering a full menu of “Fun American New Gourmet” entrées and appetizers, a full selection of alcoholic and non-alcoholic beverages, and an extensive assortment of entertainment attractions centered around playing arcade games and watching live sports and other televised events.
Dave & Buster’s customers engage the arcade games and attractions with a branded game card by EmbedCard, called the Power Card®. The Power Card activates the arcade games with a swipe or tap and can have additional funds added for more game play.
Dave & Buster’s met with the Apriva team and identified three main drivers for change:
First, Dave & Buster’s noticed their customers spent excessive amounts of time standing in lines at kiosks to add funds to their gaming cards. This time consuming funding process had a direct effect on revenue and also decreased customer satisfaction
Secondly, parents were giving their children cash to recharge their Power Cards at kiosks, which many found inconvenient.
Lastly, Dave & Buster’s wanted to establish a mobile footprint for their brand.
The teams worked to design a modern, secure mobile loyalty app that customers could leverage to heighten their entertainment experience. The app required an API integration to EmbedCard, Dave & Buster’s cashless service provider, and support real-time credit and debit purchases. The app has a corresponding web portal, Apriva’s Loyalty Studio, which is the management tool for the Dave & Buster’s staff to self manage their offer creation and distribution, data segmentation, banner ad creation and messages that inform guests of non gaming in-store activities.
Piloted in early 2012 and launched to general availability in December 2012, the Charging Station App allows Dave & Buster’s customers to recharge their Power Cards right from their smartphones and quickly get back to playing. In addition to making the recharge process significantly easier, the app notifies Dave & Buster’s customers when new promotional offers are available. These offers can be quickly redeemed in app with no paper required, and can quickly be customized to seasonal events.
From the start, the Charging Station App has been a big driver of customer engagement and revenues for Dave & Buster’s. Total subscribers have grown from 90,000 at the end of 2013 to over 1 million in 2018.
Dave & Buster’s now distributes over 3.5 million offers (individualized mobile coupons) each month.
Today the Charging Station App allows Dave & Buster’s customers to see their balances for Power Card chips, Winner’s Circle tickets, and rewards program balances, plus find the nearest Dave & Buster’s location. New features are in development to enhance the Rewards Program integration, allowing users to get the most out of their membership and receive more personalized offers and messaging.
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Founded in 2003, Apriva is a technology company comprised of two operating groups, Apriva Payments
and Apriva Mobile Security, offering fully-managed, end-to-end security solutions for commerce and communications