What Blackjack Promotions does

Blackjack Promotions was acquired by ABM Industries Incorporated, a publicly traded US facility services company (NYSE: ABM), and now operates as ABM Experience Solutions — a brand experience and experiential marketing division focused on the UK and Ireland. The business delivers retail ambassadors, concierge, guest experience staff, immersive brand activations, end-to-end training programmes, and a Service By Design consultancy that maps client roles, service flows, and touchpoints across environments such as travel retail, commercial real estate, aviation hubs, sports and entertainment venues, and mixed-use destinations. Its core technology layer is the ABM Connect digital delivery platform, supplemented by the IBMS Element mobile app and Customer Portal for task management, digital documentation, and real-time operational visibility.

The business model is enterprise B2B managed services, with long-term contracts for self-performed experiential staffing delivered as either standalone solutions or as part of ABM's broader 360-degree integrated facility management offering. Pricing is not publicly disclosed and is negotiated directly with enterprise clients through a field sales motion. Named customers span Heathrow Airport (Bowmore whisky boutique), Porsche (EV charging infrastructure), Iron Mountain (ISO-8 certified data centre cleaning), An Post (BMS across 14 sites), Churchill Square Brighton, Fort Kinnaird, a Scottish indoor ski slope, and a national energy supplier, indicating a diversified enterprise mix across travel, automotive, data centre, postal, retail, and energy verticals.

Operationally, ABM Experience Solutions draws on the resources of ABM UK & Ireland's 15,000+ workforce across more than 1,600 sites, with partnerships such as Eland Cables and Kendra Energy Solutions extending capabilities into EV charging and building analytics. The unit has 40+ years of heritage in the UK and Ireland and operates offices in London, Dublin, Edinburgh, Glasgow, and Antrim. No unit-level revenue or standalone financials are disclosed, and the division's growth is materially tied to ABM Industries' broader UK and Ireland strategy.

Name

Blackjack Promotions

Legal name

ABM Industries Incorporated

Website

https://blackjackpromotions.co.uk

Company type

Public

Founded year

1995

Operating status

Operating

Headcount range

251–500 employees

Short description

ABM Experience Solutions (formerly Blackjack Promotions) is an ABM Industries division delivering experiential marketing, retail ambassadors, and brand activation services to enterprise clients across travel retail, commercial real estate, aviation, and sports and entertainment in the UK and Ireland.

Ownership category

akta.pro rank

Headquarters

HQ city

Heathrow

HQ country

United Kingdom

HQ region

Europe

Offices5 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Experiential Services Contract: Long-term service contracts with enterprise clients for retail ambassadors, concierge, guest experience staff, and brand activation services. Delivered as standalone or as part of ABM's integrated facility management offering.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Blackjack Promotions, now operating as ABM Experience Solutions, delivers experiential marketing and brand experience services for enterprise clients across the UK and Ireland. Its core offering comprises expertly trained retail ambassadors, concierge and guest experience staff who deliver brand activations, immersive experiences, wayfinding and front-of-house services in travel retail, commercial real estate, aviation, and sports & entertainment environments. Service delivery is supported by the ABM Connect digital delivery platform and a Service By Design consultancy that maps client roles, service flows and touchpoints.

Product overview

ABM Experience Solutions (formerly Blackjack Promotions) operates as a brand experience and experiential marketing division within ABM. The portfolio consists of ABM Experience Solutions as the core brand, supported by the ABM Connect digital delivery platform. Services include retail ambassadors, immersive experiences, training programmes, and Service By Design consultancy. These offerings flex across industries including travel retail, commercial real estate, aviation, and sports & entertainment.

Differentiator

Problem solved

Functional benefit

Products and services

• ABM Experience Solutions (formerly Blackjack Promotions) Core experiential marketing and brand experience offering for enterprise clients across travel retail, commercial real estate, aviation, sports and entertainment, and mixed-use destinations in the UK and Ireland.
• ABM Connect Digital delivery platform that connects front-line and operations teams with real-time actionable metrics, robust reporting and up-to-date KPIs gathered onsite across client environments.
• Immersive Experiences Experiential services including fragrance trials, brand activations, wayfinding, and workspace moments that transform ordinary spaces into branded experiences.
• Retail Ambassadors Expertly trained retail ambassadors, concierge and guest experience staff deployed at client sites to embody brand values with empathy, cultural awareness, and brand fluency.
• End-to-End Training Training programmes covering service behaviours, brand, resilience, and compliance that equip frontline teams to deliver consistent brand experiences with confidence.
• Service By Design Consultancy Consultancy partnership with clients that maps roles, service flows, and touchpoints across their environments, ensuring intentional customer interactions aligned to business goals.

Quantifiable outcome

• Task delegation reduced from 90 minutes to under 10 minutes daily using IBMS Element app
• +1 more outcomes

Named customers8 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• Eland CablesminorStrategic or Co-development PartnerCollaboration to develop custom cabling solutions to support Porsche's high-powered EV chargers. Worked together to bring new cable products to market for rapid DC charging infrastructure.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Jack Morton Worldwide: Global experiential brand experience agency delivering brand activations, immersive experiences, and event marketing for major enterprise clients. Direct competitor to ABM Experience Solutions in the experiential marketing space.
• GPJ (George P. Johnson Experience Marketing): Large global experiential marketing agency specializing in brand experiences, activations, and event programs for enterprise B2B and B2C clients. Comparable in scope and client profile to ABM Experience Solutions.
• Momentum Worldwide: Global experiential marketing agency focused on brand experience, activations, and shopper marketing. Comparable to ABM Experience Solutions in delivering people-led experiential campaigns across multiple verticals.
• MKG: Experiential marketing and brand experience agency with strong retail and event activation offerings. Comparable to ABM Experience Solutions in delivering experiential campaigns and brand ambassador programs.
• Sparks: Experiential marketing agency specializing in trade shows, events, and brand activations. Direct competitor in the experiential agency space, with comparable focus on measurable, metrics-driven audience engagement.
• Wasserman: Global experiential, sports, music, and entertainment marketing agency with brand experience and activation capabilities. Comparable to ABM Experience Solutions in leveraging sports and venues for brand experiences.
• Amplify: Brand experience and amplification agency delivering shopper marketing, live experiences, and brand activations. Comparable to ABM Experience Solutions in delivering people-led brand experiences in retail and live environments.
• CSM Sport & Entertainment: Sport and entertainment marketing agency with brand experience, sponsor activation, and live event services. Comparable to ABM Experience Solutions in sports & entertainment segment and brand activation offering.
• Sense Worldwide: Brand experience and innovation agency delivering immersive experiences and brand activations globally. Comparable in scale and service offering to ABM Experience Solutions within European markets.
• IMG (Live): Global experiential events and brand experience agency delivering live event production, hospitality, and brand activations. Comparable to ABM Experience Solutions in venue-driven and live event experience delivery.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Customer concentration

• Xx.com/BlackjackAgency
• Facebookfacebook.com/BlackjackPromotionsLtd
• LinkedInlinkedin.com/company/blackjack-promotions

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 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 Blackjack Promotions