Case Study: Off-Peak Fill Rate at True Gamers UAE

Case Study: Off-Peak Fill Rate at True Gamers UAE

The standard picture at any gaming club: full in the evening, empty during the day. At True Gamers UAE, off-peak occupancy (10:00–17:00, weekdays) was around 32% — a third of machines sitting idle while electricity and rent keep running. “September 2024” was the turning point: a systematic approach to daytime occupancy was launched through differentiated tariffs and targeted offers for daytime segments. Within two months, off-peak occupancy rose to 56%.

The full methodology for filling off-peak hours is in the playbook. Here — the specific network implementation.

Diagnosis: Who Visits During the Day

The first step was understanding who the daytime client actually is. In IZI → Analytics → Hall Load, a heatmap was built by hour over the past 90 days. The result was a typical bimodal pattern: a small spike at 13:00–15:00 (lunch break for some clients) and near-silence until 17:00.

Client segment analysis by visit time showed 70% of daytime visitors were local university students and freelancers. Both segments are price-sensitive but less time-constrained — they can come at any hour. The prime-time client (office worker after 18:00) is a different audience with different constraints.

Conclusion: the daytime audience exists; they just lack sufficient incentive to choose the club during the day rather than evening.

What Changed

1. Time-Based Tariff Schedule

In CRM → Tariffs → Tariff Schedules, three time slots were created:

Slot	Hours	Tariff type	Discount vs prime
Daytime	10:00–17:00 weekdays	Standard × 0.65	−35%
Transition	17:00–19:00	Standard × 0.85	−15%
Prime	19:00–02:00	Standard × 1.0	base

IZI applies the tariff automatically when a session is opened — no manual switching for the administrator. The client sees the current price on the cashier screen.

Important: the prime tariff was not reduced. The daytime discount doesn’t devalue the evening offer — these are different products for different segments.

2. Daytime Multipass

A separate “Daytime Regular” bundle — 10 daytime sessions (valid 10:00–17:00 only) for 600 AED. At the daytime tariff, this is an additional ~20% discount on top. For a student visiting 3–4 times per week during the day — highly compelling.

Setup in IZI → Tariffs → Multipass: set a time-of-day restriction (parameter “Applicable during hours”).

3. Segment Targeting

Via the IZI mobile app messaging, offers were sent to two segments:

• Clients with a history of daytime visits (at least 2 visits before 17:00 in the past 90 days) — offered the daytime multipass
• Low-frequency clients (1–2 visits per month) — reminded about the daytime tariff as a way to visit more often without higher spend

Segments are configured in CRM → Clients → Filters: “time of first visit”, “average visit time”.

Results After 2 Months

Illustrative scenario, Dubai clubs, “November 2024”.

Metric	Before	After 2 months	Change
Off-peak occupancy (10:00–17:00)	32%	56%	+24 p.p.
Prime-time occupancy (19:00–02:00)	88%	91%	no change
Unique daytime clients/day	~18	~38	+111%
Daytime multipass sales	—	47 bundles/month	new product
Off-peak slot revenue	baseline	+68% vs baseline	—

The key result: prime time was unaffected. This matters — some clubs worry that “if daytime is cheap, fewer will come in the evening.” The data shows the opposite: daytime and evening clients are different segments with different schedules.

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