Leader in the field: Maxim

ISD Computer Services was set up by Nick Winslade in 1990 and has provided Membership and CRM systems to the gaming industry for just over 30 years.

ISD Computer Services, Maxim

In 2018 The Bingo Association purchased ISD and it became part of the BA family. Headed up by Chris Wrigley, who also has 30 years’ gaming industry experience in both operational and product development roles. ISD continues to provide a quick, friendly and expert service to its customers and to develop and evolve the sectors’ leading membership system, Maxim.

The Maxim Membership and CRM system continues to be the industry leader due to its ability to target customers based on a wide range of criteria, including demographic data, spend and attendance. This data power, allied to the many connections to third party products and continuous development, sets Maxim apart in the membership system space.

New functionality to help operators drive their business is always critical, particularly in the current challenging climate. Chris has helped ensure that the pace has been quickened, with a new Maxim COVID related feature launched and a number of new products about to come to market shortly.

The challenges that have been presented over the past few months by COIVD and related issues has seen ISD developing a Bingo Association sponsored ‘Track and Trace’ application, to assist operators manage any NHS Covid information requests. The app works alongside Maxim and allows venues to keep track of customers and store information in case contact should be necessary at a later date.

Rich SMS, an addition to the 82830 SMS service already in place, will allow operators to send much more engaging messages to customers’ phones. By embedding a Rich element into a standard SMS pictures, animations and links to websites will be possible. Early testing has shown that this new form of customer messaging is highly popular and drives interaction. The new feature, when live, will come with a full reporting suite to help measure key metrics and the success of campaigns.

Currently scheduled to follow quickly aft er Rich SMS, will be the release of EBT vouchering. This will allow operators to off er EBT customers discounts direct to their tablet. The off er can be designed as a campaign in Maxim and will be able to deliver discounts on all gaming products, including some specific slots games.

In addition to these new products there has also been considerable development done on integration with Mobile Phone Apps, Slot Machines and websites. Through constantly listening to customer needs and challenges, ISD has a full product pipeline, with further exciting developments to come, helping to ensure that gaming operators can optimise their business. The mix of operational experience and technical expertise at ISD gives them an excellent understanding of the gaming sector, enabling them to react quickly to industry developments and helping to ensure that Maxim remains a sector leader.