ROLLER
ROLLER is a cloud-based, all-in-one venue management platform for the leisure and attractions industry, unifying ticketing, POS, memberships, waivers, payments, CRM and multi-venue HQ for 3,000+ venues across 30+ countries.
- Company typePrivate
- Founded2010
- HeadquartersMelbourne, Australia
- Headcount251–500
- GTM typeB2B
- OfferingSoftware
What ROLLER does
ROLLER is a cloud-based, all-in-one venue management platform purpose-built for the leisure and attractions industry. Founded in 2010 and now operationally headquartered in Austin, Texas under the Australian parent Roller Networks Pty Ltd, the platform unifies online ticketing, in-venue point of sale, membership management, digital waivers, access control, payments processing, CRM, loyalty, multi-venue HQ management and reporting within a single cloud codebase accessible through a public REST API. ROLLER serves over 3,000 venues across more than 30 countries, processing $5 billion in annualized transactions, 8 million monthly bookings and 165 million annual guests, with a customer base spanning trampoline parks, family entertainment centers, museums, zoos, aquariums, theme parks, skating rinks, rock climbing gyms, playcenters and multi-venue enterprise operators.
The platform is delivered as multi-tenant SaaS with annual subscriptions billed in advance under Order Form contracts, supplemented by transaction-based payment processing fees (RPP / APP), onboarding and professional services, and add-on module fees. Revenue is increasingly diversified by adjacent monetization layers: ROLLER Capital (embedded business financing powered by Adyen), ROLLER iQ (an AI assistant delivering real-time insights and automated booking actions), and the Guest Experience Agent (an autonomous AI agent handling bookings and upselling across phone, email and chat 24/7). The go-to-market combines direct enterprise and mid-market sales, self-serve product evaluation with demos and trials, an Integration and Service Partner Program, and channel distribution via partners including Trip.com.
Business model and expansion are anchored by vertical depth: proprietary workflows for waivers, party bookings, gift cards and cashless operations, multi-venue HQ for brand and pricing consistency across chains, and a real-time data layer that feeds both AI insights and sales-based loan underwriting. ROLLER has executed two acquisitions (Active8 Software in 2022 and BookNow Software in 2025) and raised over $100M cumulatively across multiple growth rounds led by Insight Partners, with J.P. Morgan joining the most recent $50M round in October 2025.
ROLLER firmographics
Firmographics- Name
- ROLLER
- Legal name
- Roller Networks Pty LTD
- Website
- https://roller.software
- Company type
- Private
- Founded year
- 2010
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- ROLLER is a cloud-based, all-in-one venue management platform for the leisure and attractions industry, unifying ticketing, POS, memberships, waivers, payments, CRM and multi-venue HQ for 3,000+ venues across 30+ countries.
- Ownership category
- akta.pro rank
ROLLER industry classification
Industry- Product category
- Venue Management Software
- NAICS
- All Other Amusement and Recreation Industries (71399), Amusement Parks and Arcades (7131)
- SIC
- Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Venue Management, Booking & Membership Platforms (Software for LAN Centers) (MPAFALAJ)
- akta.pro secondary industries
- Event Marketing, Ticketing & Registration Management (HSACAAAM), Primary Ticketing Platforms & Box Office Systems (MPAGAJAA), Ticketing, Registration & Event Technology (Badging, Apps) (BPAFAGAL)
Keywords
Where ROLLER is headquartered
LocationHeadquarters
- HQ city
- Melbourne
- HQ country
- Australia
- HQ region
- Oceania
Offices4 records
Markets served
ROLLER business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure
Revenue model
- Software subscription fees: Recurring SaaS subscription invoiced annually in advance per Master Terms (Section 9.1). Customers pay an annual platform subscription covering the core venue management software features (ticketing, POS, memberships, waivers, HQ, etc.).
- Payment processing fees (RPP / APP): Variable fees tied to transaction volume through ROLLER Payment Processing (RPP) or Approved Payment Processors (APP), where ROLLER may retain a percentage of guest fees specified in the Order Form.
- Add-on features and onboarding / professional services: Fixed fees for onboarding / professional services and fees for optional add-on features purchased via additional Order Forms (e.g., Self-Serve Kiosks, Distributable Software, expanded functionality).
- Embedded financing (ROLLER Capital) – referral / revenue share: Embedded business financing offered through Adyen Capital to ROLLER customers, generating financial-services revenue alongside the core software subscription.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Quote-based subscription with free demo and trial |
| Transaction based/ take rate | Pay-as-you-go | Transaction-based payment processing fees |
Go-to-market motion4 records
Distribution channels5 records
Marketing channels9 records
ROLLER product offering
Product offeringCore offering
Cloud-based all-in-one venue management SaaS platform unifying online ticketing, in-venue point of sale, membership management, digital waivers, access control, payments processing, CRM, loyalty, multi-venue HQ management, analytics, AI assistant (ROLLER iQ), an AI Guest Experience Agent, and an open REST API for extensibility — purpose-built for the leisure and attractions industry.
Product overview
ROLLER is a single unified, all-in-one cloud-based venue management platform for the leisure and attractions industry, rather than a loosely coupled suite. The core ROLLER platform bundles Online Ticketing, Point of Sale, Memberships, Digital Waivers, Access Control (via Alvarado), Guest Feedback/Surveys, Channel Management, Pricing Strategy, ROLLER Payments, ROLLER HQ (multi-venue management), Reporting & Analytics, CRM, Parties and Group Bookings, Self-Serve Kiosks, and Gift Cards, plus the ROLLER API for extensibility. Layered on top as add-on modules are ROLLER iQ (an AI assistant for venue insights and actions), the Guest Experience Agent (an autonomous AI agent for 24/7 guest inquiries and bookings), ROLLER Loyalty (spend- and milestone-based rewards), and ROLLER Capital (embedded financing powered by Adyen). The platform is further extended by acquired products BookNow Software (UK CRM-native booking platform) and Active8 Software (leisure POS), serving 3,000+ venues across 30+ countries.
Differentiator
Problem solved
Functional benefit
Brands
- ROLLER iQ: AI assistant built for the attractions industry, leveraging real-time venue data to provide insights and actions for operators.
- ROLLER Loyalty
- ROLLER Capital
- Guest Experience Agent
- ROLLER HQ
- ROLLER Payments
Products and services
- Online Ticketing
- Point of Sale (POS)
- Membership Management
- Digital Waivers
- Access Control (via Alvarado)
- Guest Feedback / Guest Surveys
- Channel Management
- Pricing Strategy
- ROLLER Payments
- ROLLER HQ (Multi-venue Management)
- Reporting & Analytics
- ROLLER iQ (AI Assistant)
- ROLLER Loyalty
- ROLLER Capital (Embedded Financing)
- Party and Group Bookings
- Self-Serve Kiosks
- Gift Cards
- ROLLER API
- Guest Experience Agent
Quantifiable outcome
- 30% increase in average online revenue with ROLLER
- +6 more outcomes
Companies that use ROLLER
Customer profileNamed customers23 records
Segments10 records
Ideal customer profiles10 records
ROLLER technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration7 records
AI capability12 records
Feature8 records
ROLLER partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered flagship, core and minor.
- AdyenflagshipCo-developed ROLLER Capital with Adyen, embedding Adyen's Capital product into the ROLLER platform to provide $500–$100,000 business loans to leisure venues, with repayment tied to a percentage of daily sales. Launched after a US pilot that disbursed over US$1 million in the first week.
- AnnexacoreAustralian systems integrator that implemented Oracle NetSuite OneWorld for ROLLER in six months to support global expansion, automating revenue recognition and integrating with other financial tools.
- BookNow SoftwarecoreUK-based CRM-native booking and operations platform acquired by ROLLER (with Tequity advising) to strengthen ROLLER's presence in Europe and the US and enhance support for large multi-venue enterprises.
- TequityminorM&A advisory firm that facilitated the BookNow Software acquisition by ROLLER (its 28th Salesforce-related deal).
- Active8 SoftwarecorePoint-of-sale provider for leisure venues acquired by ROLLER in June 2022 to strengthen ROLLER's global presence and combine venue management and guest experience tools.
- Google BigQuerycoreAnalytics integration partnership that powers ROLLER's advanced reporting and analytics, enabling operators to save time and unlock insights from venue data.
- Trip.comminorNew Channel Management distribution partner that lets ROLLER venues distribute inventory and pricing to Trip.com's travel audience.
- SalesforcecoreSalesforce CRM integration announced as "Coming soon" to extend ROLLER's CRM and customer data capabilities for enterprise venues.
Scale indicators13 records
Recent moves6 records
Expansion highlights7 records
ROLLER competitors and assessment
Company assessmentBroad incumbents
- Toast: Toast is a large cloud-based POS and restaurant management platform. While primarily focused on restaurants, it has expanded into adjacent verticals and overlaps with ROLLER on POS, payments and guest management for hospitality-adjacent venues.
- Mindbody (ClassPass): Mindbody provides vertical SaaS for fitness, wellness and experience-based businesses. Its booking, memberships and POS capabilities overlap with ROLLER's attractions use cases and compete for multi-venue operators with consumer-facing experiences.
- Square (Block): Square offers POS, payments, appointments and ecommerce to a broad SMB base including attractions venues. It competes on price, ecosystem and ease of use and could move further into ROLLER's niche.
- Booker by MINDBODY: Booker is a cloud-based spa, salon and wellness booking platform from Mindbody. While focused on personal services, its booking, POS and payment workflows are directly comparable to ROLLER's attractions venue stack.
Direct peers
- Peek Pro: Peek Pro is a vertical SaaS for tours, activities and attractions offering online booking, POS, marketing and operations software. It targets a similar operator profile to ROLLER (escape rooms, tours, attractions) and is one of its closest direct competitors.
- FareHarbor (Booking Holdings): FareHarbor is a booking and management platform for tours, activities and attractions, owned by Booking Holdings. It directly overlaps with ROLLER's online ticketing, channel management and CRM for activity operators.
- Rezdy: Rezdy is a Sydney-headquartered booking platform for tours, activities and attractions, similar to ROLLER. Both target experience operators globally and overlap on online booking, channel management and supplier tools.
- Accesso Technology Group: Accesso provides ticketing, point-of-sale, guest management and virtual queuing for theme parks, attractions and leisure venues. It is one of the closest direct competitors to ROLLER in the attractions vertical SaaS space.
Others
- Vertex (Volaris Group): Vertex provides cloud-based ticketing, CRM and fundraising tools for attractions, museums and cultural institutions. It overlaps with ROLLER on ticketing, CRM and membership management for experience-based venues.
Regional players
- Tessitura Network: Tessitura is a CRM, ticketing and fundraising platform widely used by arts, cultural and entertainment organizations, primarily in North America. It overlaps with ROLLER's museum and cultural-attractions segments on ticketing, memberships and CRM.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
ROLLER social profiles
Digital presenceROLLER compliance and trust
Trust signalCompliance4 records
ROLLER financial estimates
Financial estimateRevenue estimate
Valuation estimate
ROLLER leadership team
Management profileNumber of profiles
Profiles6 records
ROLLER subsidiaries and ownership
Company hierarchySubsidiaries2 records
ROLLER funding detail
Funding detailFunding overview
Funding rounds8 records
Investors5 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
ROLLER M&A and investment
M&A and investmentM&A2 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about ROLLER
What does ROLLER do?
Cloud-based all-in-one venue management SaaS platform unifying online ticketing, in-venue point of sale, membership management, digital waivers, access control, payments processing, CRM, loyalty, multi-venue HQ management, analytics, AI assistant (ROLLER iQ), an AI Guest Experience Agent, and an open REST API for extensibility — purpose-built for the leisure and attractions industry.
Is ROLLER a public or private company?
ROLLER is a private company. It is classified as venture growth investor backed and is currently operating.
When was ROLLER founded?
ROLLER was founded in 2010. It employs 251 to 500 people.
Where is ROLLER based?
ROLLER is headquartered in Melbourne, Australia, in the Oceania region.
How does ROLLER make money?
Four revenue lines are on record. Software subscription fees are the primary driver. The others are payment processing fees (RPP / APP), add-on features and onboarding / professional services and embedded financing (ROLLER Capital) – referral / revenue share.
Who are ROLLER's main competitors?
Broad incumbents on record are Toast, Mindbody (ClassPass), Square (Block) and Booker by MINDBODY. Direct peers are Peek Pro, FareHarbor (Booking Holdings), Rezdy and Accesso Technology Group. Vertex (Volaris Group) is listed as an others. Tessitura Network is listed as a regional player.
Does ROLLER have an API?
Yes. ROLLER offers a public-facing ROLLER API that allows customers to extend the platform. Customers are granted a non-exclusive, non-transferable license to use the Licensed ROLLER APIs for internal use in connection with the ROLLER Services, in accordance with the Documentation and Master Terms, and only during the Order Form Term. The API enables programmatic access to bookings (e.g., retrieve bookings by ticket ID), integration with third-party systems, and access to platform capabilities. Developer documentation is at docs.roller.app.
What industry is ROLLER in?
ROLLER's product category is Venue Management Software. Its primary akta.pro industry code is MPAFALAJ, Venue Management, Booking & Membership Platforms (Software for LAN Centers), with a secondary code of HSACAAAM, Event Marketing, Ticketing & Registration Management. Its NAICS code is 71399 and its SIC code is 7900.