ROLLER 

Diggecard, the global gift card provider, has launched a strategic partnership with ROLLER, the global all-in-one venue management platform for the leisure, amusement and attractions industry.  

The partnership enables ROLLER customers to launch and scale consumer and corporate gift card programmes through Diggecard’s technology and expertise, covering the full gift card lifecycle from selling and personalisation through to redemption and programme management, with no heavy infrastructure required.  

A Market Primed for Growth 

The timing reflects a significant commercial opportunity. The global gift card market stands at $1.4 trillion today and is forecast to reach $5 trillion by 2034, representing 7× projected growth*. For leisure and attraction operators, this represents a compelling revenue channel that many have yet to fully activate. 

Gift cards also deliver proven commercial mechanics: 100% of gift card value is spent with the issuing brand with no leakage, and customers typically spend 40% or more above face value, meaning a £100 card drives approximately £140 in actual sales. Combined with their ability to bring in new visitors and drive repeat spend, gift cards represent far more than a customer convenience. 

Unlocking Consumer and Corporate Revenue 

Beyond direct-to-consumer sales, the Diggecard and ROLLER partnership opens a second, often overlooked channel: the B2B market. Globally, 60% of all gift card sales are B2B rather than consumer, and B2B typically adds 30–60% in incremental revenue on top of a consumer gift card programme. Most leisure brands are not yet participating in this market. 

Through Diggecard’s established corporate distribution network, ROLLER customers will gain immediate access to the key B2B channels driving demand: employee benefits and tax-efficient staff perks, reward and recognition programmes, loyalty and incentive schemes, insurance replacement, promotional marketing, and major online gift card mall platforms. 

“ROLLER works with some of the most innovative attractions and leisure businesses around the world,” said Kristian Stølen, Diggecard’s Chief Commercial Officer. “This partnership allows those operators to unlock additional revenue streams through a best-in-class gift card programme, capturing the full spend that comes back to their brand, while opening the door to entirely new corporate sales channels through Diggecard’s B2B network.” 

Strengthening the Corporate Experience Offering 

The partnership also expands the brands available to Diggecard’s corporate buyers, through ROLLER’s international reach and portfolio of customers. Furthermore, businesses increasingly seek rewards that create memorable experiences rather than defaulting to traditional retail options.  

By bringing ROLLER-powered leisure brands onto the Diggecard ecosystem, spanning attractions, family entertainment venues, activity centres and leisure experiences, corporate buyers gain access to a broader, more engaging range of incentives. 

“At ROLLER, we’re focused on helping our customers grow their businesses and create exceptional guest experiences,” said Ellen Lorenzo, VP of Partnerships at ROLLER. “Partnering with Diggecard gives our customers a straightforward way to launch and manage a complete gift card programme, sell, personalise, redeem and report, while also benefiting from access to the significant corporate demand that Diggecard’s B2B ecosystem brings.” 

Built for Measurable Commercial Outcomes 

The partnership combines ROLLER’s industry-leading venue management capabilities with Diggecard’s full-stack gift card technology and distribution reach. Leisure operators gain a solution purpose-built to generate advance revenue, attract new customers, drive repeat visitation and expand reach well beyond traditional consumer channels, without the complexity of building and managing their own gift card infrastructure. 

As the partnership develops, Diggecard and ROLLER will continue exploring opportunities to help leisure operators maximise the value of gift cards across both consumer and corporate markets. 

To learn more about Diggecard’s gift card solutions for leisure and attraction operators, contact our team at diggecard.com. 

*Research and Markets – Gift Cards Market Global Forecast 2026-2032 report