Bristol-based Mentor Digital has launched the first rewards app for the UK bowling industry – with more than 50,000 downloads taking place within four weeks.
The augmented reality (AR) app, pictured, has been developed for Tenpin, the country’s largest bowling centre group operating nearly 50 across the country, including at Bristol’s Avonmeads Retail Park.
Mentor Digital, which has clients as diverse as the RAC, the National Deaf Children’s Society and Wales & West Utilities, has worked with Tenpin for more than 10 years on its digital marketing.
Tenpin briefed the agency to create a mobile app that would drive customer loyalty, build brand awareness and develop customer relationships.
Mentor’s app enables users to earn loyalty points through purchases, games and interactions, which can then be converted into money-saving rewards for bowling and family entertainment activities, plus food and drink. 
Its AR features also provide users with access to special badges hidden around their local Tenpin centre. By scanning these on their phones they will see four interactive animated Tenpin characters come to life.
When all four are revealed, Teg the robot, an interactive AR character, is released. Customers can then see Teg running around in the entertainment centre, at home and at work.
The app is also integrated with Tenpin’s booking engine and Point of Sale portal so that users have a single, seamless way of booking bowling as well as food and drink, all the while benefiting from ab in-app digital experience.
Mentor Digital managing director Holland Risley, pictured, said: “Tenpin was looking for ways to add value and entertainment for its customers whilst also remaining at the forefront of the entertainment industry.
“We are delighted to see this industry-leading mobile app really take off.
“What’s more, the app benefits from a number of special features to encourage interaction between visits, ranging from a daily ‘spin the wheel’ game to recording and sharing scores from previous games.”
Mentor employs more than 30 people at its base in Kingsdown and a London office.
