Willow Communications

What Willow Communications does

Willow Communications Limited is a UK-based audio-visual integrator and entertainment technology supplier, headquartered in Northampton and founded circa 1994. The company designs, installs, and supports bespoke AV systems for venues in four primary verticals: land-based gaming (casinos and bingo halls), hospitality (pubs and restaurant chains), holiday parks, and leisure operators. Its client roster includes Marstons, Mecca Bingo, Park Holidays, Parkdean Resorts, Genting Casino, Aspers, Buzz Bingo, Hippodrome, and Merkur, with the Marstons relationship spanning sixteen years.

The company's core technology is the Event platform, a touchscreen-driven, modular entertainment suite that integrates music, bingo, rich media games, karaoke, and AV venue control. This is complemented by Command (proprietary venue management for sound, lighting, video and media scheduling with remote network diagnostics), SVMedia (cloud-based digital signage CMS with APIs and templates), and a specialized bingo stack comprising BiGD (graphical display interfacing with legacy bingo equipment), Willow Game Manager (RNG-driven game management using Gambling Commission-approved number generators), Willow Link Manager (multi-venue system linking with EPOS and back-office integration), and Bingo Jackpot Manager (supporting local, linked, and progressive jackpots including MCB). Willow holds Gambling Commission licence account 53962, ISO 9001:2015, and ISO 27001:2013 certifications.

Willow generates revenue through three streams: project-based AV integration and installation (one-time), recurring licensing of proprietary software platforms including Event, Command, and SVMedia (subscription/recurring), and licensing/royalties from its bingo technology platform. Distribution is direct enterprise field sales with no channel or reseller model, serving UK-based operators only. In September 2025, Willow was acquired by Stage Electrics Group as part of the acquirer's strategy to expand technical offerings in the entertainment technology market.

Name

Willow Communications

Legal name

Willow Communications Limited

Website

https://willowcommunications.com

Company type

Private

Founded year

1994

Operating status

Acquired

Headcount range

11–50 employees

Short description

Willow Communications is a UK-based audio-visual integrator and entertainment technology supplier serving land-based gaming, hospitality, holiday park and leisure operators with its proprietary Event platform, Command venue management, SVMedia digital signage, and specialized bingo technology stack.

Ownership category

akta.pro rank

Product category

Entertainment Technology Platforms

NAICS

Computer Systems Design Services (541512), Other Computer Related Services (541519)

SIC

Services-Computer Integrated Systems Design (7373), Services-Computer Programming Services (7371)

akta.pro primary industry

Event Production & Technical Services (AV/Lighting/Staging) (MPAAAGAB)

Keywords

• Audio visual integration
• Entertainment technology platforms
• Digital signage systems
• Bingo gaming technology
• Venue management software

Headquarters

HQ city

Northampton

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Operations, Infrastructure, Marketing or Sales

Revenue model

1. Audio-Visual Integration and Installation: Design and installation of bespoke audio-visual solutions for venues, including new installations and integration with legacy equipment. Revenue generated through project-based implementation with ongoing support services.
2. Software Platform Licensing (Event, Command, SVMedia): Licensing of proprietary software platforms including Event entertainment platform, Command venue management, and SVMedia digital signage. Software managed and updated remotely with templates allowing client content editing.
3. Bingo Technology Platform: Bingo gaming platform comprising BiGD display, Willow Game Manager, and Willow Link Manager. Includes RNG management, jackpot mechanics (local, linked, progressive including MCB), and Gambling Commission certified systems.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Willow Communications designs and installs bespoke audio-visual solutions and supplies proprietary entertainment technology platforms for land-based gaming, hospitality, holiday park and leisure venues. The company's core offering is the integrated "Event" platform, which combines venue management (Command), digital signage (SVMedia), and bingo gaming modules (BiGD, WGM, WLM) into a single touchscreen-controlled system. Services include end-to-end AV system design, installation, ongoing support, and remote diagnostics, all delivered as bespoke enterprise solutions.

Product overview

Willow Communications is a leading Audio Visual integrator and supplier of Entertainment Technology offering a modular platform architecture. The core platform is EVENT, an all-in-one entertainment, media player and bingo platform that integrates Command (proprietary venue management for AV control), SVMedia/Digital Signage (content management system), Willow Media (media management), and specialized bingo modules including BiGD (graphical display), Willow Game Manager (game control with RNG), Willow Link Manager (system linking), and Bingo Jackpot Manager. The platform serves the land-based gaming, hospitality, holiday park and leisure sectors.

Differentiator

Problem solved

Functional benefit

Brands

• Event: All-in-one entertainment, media player and bingo platform designed for holiday park, gaming, leisure and hospitality sectors.
• Command
• BiGD
• SVMedia
• Willow Game Manager
• Willow Link Manager

Products and services

• Event All-in-one entertainment, media player and bingo platform with touchscreen interface providing modular applications including Music, Bingo, Rich Media Games, Karaoke and AV Venue Control. Web-based platform integrating BiGD, Games, Willow Media, Command and music player. Designed for holiday park, gaming, leisure and hospitality sector operators.
• Command Proprietary venue management platform for controlling and scheduling sound, lighting, video, and media content. Runs through network connection (wired and wireless) with touchscreen interface, preset creation capabilities, and remote network diagnostics. Built for holiday parks, pubs and other venues in the entertainment and hospitality sector.
• SVMedia (Digital Signage) Digital Out-Of-Home Content Management System (CMS) paired with SVMedia Players, allowing clients to manage content, scheduling and deployment from any web-enabled device. Includes templates, plugins, and APIs for third-party data integration, plus smart templates and jackpot plugins for gaming applications.
• Bingo Platform Integrated bingo technology platform offering graphical display (BiGD), advanced RNG game management (WGM), multi-venue system linking (WLM), and jackpot management for local, linked and progressive jackpot games including MCB. Designed for licensed bingo operators requiring Gambling Commission compliant systems.
• AV Installations Design and installation of bespoke audio-visual solutions for venues, including new installations and integration with legacy equipment. Engineers are trained to minimise business disruption, often working out of hours or overnight to meet client requirements.

Quantifiable outcome

• Long-term partnerships spanning 16 years with major operators
• +1 more outcomes

Named customers10 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature6 records

Partnerships

One partnership is on record.

• Stage Electrics GroupcoreStrategic or Co-development Partner · 26 September 2025Stage Electrics Group has acquired Willow Communications to expand its technical offerings. The acquisition aims to enhance the company's capabilities and market presence, with Willow becoming part of a larger group to provide expanded technical services to the entertainment technology market.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• TCS John Huxley: Long-established supplier of gaming equipment, tables, and live gaming technology to casinos and bingo halls globally. Comparable to Willow's hardware-anchored, regulated-gaming-customer base, particularly the legacy-integration positioning around bingo and casino equipment.
• Stage Electrics Group: Stage Electrics is a UK-based entertainment technology supplier and Willow's strategic acquirer (September 2025). It directly overlaps on AV integration, lighting, staging and technical services for live events, theatres, and venues — making it the closest incumbent peer now that the two are aligned under one group.
• PSL (Production Services Limited): UK events AV solutions provider serving corporate events, conferences and exhibitions with audio-visual installation, staging, and digital signage. Comparable on event-tech/AV integration, though more focused on corporate/conference than gaming venues.
• PlayerLync / Live智能: AVI-SPL is a large global AV integrator serving enterprises, with deep digital signage and managed services capabilities. Compares to Willow on the managed/recurring services and digital signage CMS layer, though at much larger scale and broader sector exposure.
• Inspired Gaming Group: A larger gaming technology company operating in bingo, slots, and digital gaming terminals across the UK and internationally. Comparable to Willow's regulated gaming-tech stack (BiGD, WGM, WLM) and overlapping customers (UK bingo operators), but at much greater scale and with deeper gaming content libraries.

Direct peers

• Novus Entertainment Technology: Specialist AV and entertainment technology provider for theatres, venues, and immersive experiences in the UK. Comparable to Willow on the technical integration and venue-control side of the business.
• Aztec Event Services: UK-based AV and event production services provider offering sound, lighting, staging, and digital signage to corporate events, exhibitions, and live venues. Closely comparable business model to Willow's AV installation and venue technology offering.
• Magnetic Events: UK AV integration and event production company delivering audio, lighting, video and staging for corporate, private, and live events. Direct competition with Willow in the British AV integration and event technology market.
• Niche Audio Visual: UK-based AV integrator focused on hospitality, retail, and leisure venues with end-to-end design and installation services. Closely comparable scope, scale, and customer base to Willow's AV installation business.

Emerging players

• Maxtudio / Max.box: UK-based live event production and AV integration specialists. Comparable as a smaller, niche UK AV/events integrator, though more event-led rather than venue-embedded like Willow.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/willow-communications-limited

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Willow Communications