This September, the ROLLER team joined thousands of attractions industry leaders at IAAPA Europe 2025 in Barcelona. The show was a vibrant celebration of innovation, networking, and the future of guest experiences. For ROLLER, it was a milestone event filled with exciting announcements, customer conversations, and inspiring ideas about where our industry is headed next.
The ROLLER booth
Our booth was buzzing all week long, powered by team members from Sales, Customer Success, Partnerships, and Leadership. This cross-functional mix made it possible for us to have meaningful conversations with operators, partners, and fellow innovators — whether it was diving into product questions, exploring new partnership opportunities, or swapping ideas about the next wave of attraction trends.
In true ROLLER style, the booth wasn’t just a place to chat, it was an experience. With support from Aifinity, attendees were able to engage with interactive activations that brought technology and creativity together.
We were also thrilled to welcome so many of our existing customers (and meet plenty of new ones!) who stopped by to share how they’re using ROLLER to run smoother, smarter venues.
Big news: ROLLER acquires BookNow Software
One of the biggest highlights of the week came when our CEO, Luke Finn, took the stage alongside BookNow CEO Luke Sims to share some exciting news: BookNow has officially joined the ROLLER family!
Announcing this partnership at IAAPA Europe felt like the perfect moment to celebrate growth and collaboration across our industry. BookNow brings deep CRM expertise and a strong presence in Europe, which will help us continue to support operators with even more powerful, connected tools.
We’re thrilled to welcome BookNow’s team, customers, and partners into our community and can’t wait to see what we’ll achieve together.
Key learnings and industry themes
The conversations throughout the week painted a clear picture of where the attractions industry is headed. Here are a few standout themes that operators were most excited about:
- Immersive experiences are growing: From VR attractions to karting and interactive trampolines, operators are seeking ways to create more immersive, hybrid experiences. We heard inspiring stories of parks layering in new activities, like a trampoline park adding a zip line VR game, leading to guests staying 30 minutes longer and spending more during their visit.
- AI and automation in operations: A recurring question from operators is: “How can AI help me run more efficiently?” Family entertainment centers (FECs) in particular are focused on automating repetitive tasks, freeing up staff to be on the floor where they can provide personal service. The goal is clear: save time, reduce operational overhead, and deliver exceptional guest experiences.
- Expansion vs. space constraints: Many operators are eager to expand their offering, but finding the right space remains a challenge. Many operators are looking for creative ways to expand offerings and diversify experiences within their existing footprints.
Looking ahead
IAAPA Expo Europe 2025 was a powerful reminder of the creativity, resilience, and collaboration that drive this industry forward. It was also a proud moment for ROLLER, celebrating our growth, our expanding community, and our shared mission to make venue management simpler, smarter, and more joyful.
A huge thank you to everyone who visited our booth, joined a session, or stopped by to say hello. We can’t wait to continue the conversation and see you again soon at IAAPA Orlando in November.
Read next: Get Ready for IAAPA Expo 2025 in Orlando
