Selling Gaming Club Passes: Multipass Upsell Case Study

Case Study: Multipass Sales Growth at True Gamers UAE

In “June 2024”, True Gamers UAE rethought its approach to multipass. Until then it existed as an option “for those who ask” — no active selling, no scripts, no analytics. Multipass share of revenue was about 8%. Over four months of systematic work — the right package lineup, admin training, IZI configuration — the share grew to 31% and overall revenue added 14% through predictable subscription-style income.

The full methodology for launching and selling multipass is in the playbook. Here — the implementation and numbers from the network.

What Was Wrong With Multipass

The problem wasn’t the product. Multipass worked fine in IZI: client bought a bundle, sessions were deducted, balance was visible in their profile. The problem was how (or how not) it was sold.

Administrators didn’t proactively offer multipass. Not because they didn’t want to — there just wasn’t a clear instruction: when to offer, to whom, with what words, and what to say if the client hesitates. The package lineup was also awkward: one option of 10 sessions, too expensive for a casual visitor and too cheap for a regular.

Client segment analysis showed 40% of the base were regulars with D30 retention above 40% — people with a predictable habit. They were the ideal multipass audience, yet the worst buyers (paradox: a regular is confident they’ll come back anyway, so they see no extra incentive).

What Changed

Package lineup. Instead of one option — three, built from the average check (AOV ~95 AED) and visit frequency by segment:

Package	Sessions	Price	Discount vs retail
Starter	5 sessions, 30 days	~420 AED	~11%
Regular	10 sessions, 30 days	~760 AED	~20%
Pro	20 sessions, 45 days	~1,400 AED	~26%

Actual prices depend on the club’s tariff structure. The parametric logic: the “Regular” package should give a discount of ≥20% — enough for the client to feel the value, but not so much that it eats the margin. More on calculating the right discount in the multipass playbook.

When to offer. Administrators got a rule: offer multipass in three situations — on the client’s third visit in a row, when they top up above average, or when they ask “is there anything cheaper”. Not “always”, not “when you feel like it” — three specific triggers.

Desk script. One simple script: “You’ve been in three times this week — we have a 10-session bundle for 760 AED, that’s like two weeks without waiting in line, 20% off. Want to get it?” No pressure, no complex explanations.

IZI setup. Three multipasses created in CRM → Tariffs → Multipass. For each: number of sessions, validity, applicable zone (all PC zones), price. After that, an administrator can process a multipass from the desk in 30 seconds — the client sees their active bundle in the IZI mobile app immediately.

Results After 4 Months

Illustrative scenario, network data, “October 2024”.

Metric	Before	After 4 months	Change
Multipass share of revenue	8%	31%	+23 p.p.
Overall revenue	baseline	+14%	—
Regular-to-multipass conversion	~5%	~34%	—
Average visit frequency (multipass clients)	2.1/week	2.9/week	+38%
30-day churn (multipass clients)	—	22% lower than non-multipass	—

The most important finding: clients with a multipass visit more often and churn less. The bundle creates a psychological commitment — “I’ve already paid, I should use it.” This works in the club’s favor.

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Scenario is based on the aggregated experience of the True Gamers UAE network. Staff and client names have been changed.