Diggecard and ROLLER have announced a partnership to connect leisure and attractions operators with consumer and corporate gift card programmes. The commercial significance lies particularly in access to business buyers, including employee reward and loyalty programmes, beyond a venue’s own customers. [S01]

This is not the first appearance of gift cards in ROLLER’s software. Its published product and plan information already includes gift cards alongside ticketing, memberships, payments and point of sale. The partnership adds specialist programme support and Diggecard’s distribution network to that existing operating environment. [S02]

Two different parts of the market

ROLLER sells venue management software for attractions and leisure businesses. Its plans combine operational functions such as admissions, checkout and memberships, with different entitlements for users and point-of-sale devices. That puts it inside the systems operators use to take bookings and manage visits. [S02]

Diggecard supplies gift card technology and programme services to retailers, hospitality and leisure businesses, as well as gift card purchasing services for business clients. Founded in Norway, it expanded through a UK acquisition in 2019. Its role spans both running programmes and finding distribution for them. [S03]

That combination is commercially useful because a venue and a corporate rewards buyer rarely have identical needs. The venue needs redemption to fit its existing checkout and reporting. A business buyer needs a reliable supply of rewards that can be issued to many recipients without negotiating separately with each attraction.

Why corporate distribution changes the proposition

Diggecard’s announcement says the connection covers sales, personalisation, redemption and programme management. It identifies corporate demand from benefits, recognition, loyalty, promotions and gift card marketplaces. Kristian Stølen, Diggecard’s chief commercial officer, emphasises the additional sales channels; ROLLER’s Ellen Lorenzo stresses the operational fit for venues. [S01]

For an attraction, a gift card purchased through an employer programme can be a route to a visitor who never searched for that venue directly. Payment also arrives before the visit. Neither point makes the full card value immediate profit: the venue must still provide the visit or service when the recipient redeems.

For Diggecard, more attractions make its catalogue more varied for corporate buyers. For ROLLER, a useful integration can strengthen the case for retaining its software as an operator grows. These are commercial incentives implied by the partners’ roles, not disclosed forecasts of additional revenue.

Incremental demand has to justify the costs

The relevant test is whether corporate distribution creates additional visits after discounts, programme fees and servicing costs. A discounted card used by someone who would otherwise pay full price has a different value from one that introduces a new customer or fills spare capacity.

The announcement does not disclose the partners’ commercial split, venue charges or measured incremental visits. Broad market and overspend claims in the release are not results from this integration. Operators will need programme-level evidence before treating wider distribution as a proven improvement in margin.