Understanding the Demographics Dashboard Follow
Introduction
The Demographics dashboard shows you who your players are: how many are new versus returning, their age and gender mix, how often they visit, and what languages they speak. Use it to understand your customer base and to shape marketing, staffing, and language support around the people who actually walk through your doors.
Tools and Equipment Required
- Operator Portal login
On this page:
Key Metrics
The cards at the top show your player counts for the selected period, each compared to the previous period.
- Total Unique Players - the number of individual players who visited, counted once each.
- New Players - players visiting for the first time.
- Returning Players - players who had visited before.
Age Distribution
Players grouped into age bands, compared to the previous period. An Unknown band captures players whose age wasn't recorded. This shows which age groups make up most of your visitors.
Gender Breakdown
The gender split of your players, shown as two pie charts side by side: the current period and the previous period, with player counts listed below each.
Visit Frequency
A table showing how many times players have visited, grouped into bands (1, 2, 3-5, 6-10, 11+), with the number and percentage of players in each band and a comparison to the previous period. This tells you how much of your base is one-time versus repeat visitors.
Language Breakdown
The languages your players use, shown as two pie charts side by side: the current period and the previous period, with player counts listed below each. Useful for planning staff language support and in-venue signage.
Ways to Use This Dashboard
- Read New Players against Returning Players. A healthy venue usually needs both: strong new numbers show your marketing is working, strong returning numbers show players enjoyed it enough to come back.
- Use Age Distribution and Gender Breakdown to sense-check your marketing. If your ads target a group that barely shows up in the data, your spend may be aimed at the wrong audience.
- Watch Visit Frequency over time. If almost everyone is a one-time visitor, there's an opportunity in loyalty offers or follow-up marketing to bring people back.
- Use Language Breakdown to plan staffing and signage. A meaningful share of non-English players is a signal to offer briefings or booking support in those languages.
- A large Unknown band in age, gender, or language usually means data isn't being captured at booking. If you want to rely on these charts, it's worth encouraging complete customer details at sign-up.
Filters
Use the controls at the top of the dashboard: Scope (This venue or All venues), Date range, and Compare to. The Filter by gender control lets you narrow the whole dashboard to a single gender.
Article Keywords/Phrases:
demographics
dashboard
new players
returning players
age distribution
gender breakdown
visit frequency
language breakdown
unique players
customer base
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