Brunswick Bowling's Updated OpenLane App Helps Centers Attract Guests, Drive Repeat Visits, and Build Loyalty

MUSKEGON, Mich., February 11, 2025 – Brunswick Bowling has released a features-packed update to its popular OpenLane®, the custom mobile app that increases customer loyalty by making it easier and more rewarding for bowlers to connect with their favorite center.

“The newest version of OpenLane® allows proprietors to take their bowling center to the next level,” said Scott Meier, Brunswick Bowling director of software solutions. “This latest update is packed with game-changing features designed to boost social media presence, attract serious bowlers, and drive customer engagement like never before.”

The updated OpenLane app allows bowling centers to:

Drive engagement by encouraging customers to accumulate points. OpenLane’s all-new in-app points redemption lets guests unlock coupons and offers with their points within the app. In-app redemption drives engagement by encouraging customers to accumulate points.

Centers can use this new OpenLane feature to create offers that are only available inside the app, adding an exclusive ‘benefits of membership’ feel to offers and coupons. Guests have all-new ways to unlock offers and points, not just via straight cash back or during visits.

OpenLane’s multi-channel marketing ensure that promotions reach customers to foster long-term engagement and brand loyalty. Centers can use OpenLane to incentivize repeat visits by awarding points for games played, visit frequency, and center-defined activities.

Boost market presence. OpenLane’s Share My Score has been redesigned using feedback from actual users, providing more customization options than ever. Share My Score makes it easier and more fun for customers to share their personalized score sheets, complete with their own photos and stickers. By encouraging customers to share their achievements on social media, the center’s brand gets seen more often, by more people. All of which helps centers attract new customers and keep regulars engaged and excited.

Attract serious bowlers. The advanced performance analytics of OpenLane’s Pro Metrics cater to dedicated bowlers and leagues, allowing bowlers to track strike and spare conversions, analyze pin leaves, and view long-term trends across various metrics. What’s more, bowlers can customize how they see their data, adding their own custom tags and additional filters to see their data their way. Advanced tools help centers increase repeat visits and attract serious bowlers, league play, and competitive events.

Maximize promotions. OpenLane’s Specials feature has been redesigned, with a new user interface that incorporates what centers told us is most important to them. It’s sleeker, easier to use, and helps centers promote exactly what they want to drive users to do.

“With its enhanced loyalty programs, customizable promotions, and personalized branding options, OpenLane helps proprietors perfectly balance fun and profitability,” said Meier. “From branded score sharing to advanced performance analytics, OpenLane transforms centers into cutting-edge destinations for casual and competitive bowlers alike.”

Visit brunswickbowling.com/openlane for more information.

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About Brunswick Bowling Products

Brunswick Bowling has been a leader in the bowling industry for over 130 years, providing products, services, and expertise for the development and renovation of bowling centers and mixed-use entertainment facilities. As the only full-line supplier of bowling center equipment, supplies, and consumer bowling products, Brunswick is dedicated to growing the sport. For more information, visit brunswickbowling.com.