Superbowl UK
Case Study · Superbowl UK

Over 7 months: 21,261 calls answered and £117,649 generated from calls that used to be missed.

How Novalty deployed AI voice agents across 12 UK bowling and family entertainment venues, answered 21,261 calls, and turned the ones that used to ring out into bookings.

Family Entertainment12 sitesLive in 1 weekLive since early 2026
Bookings driven · 7 months
£117,649
21,261 calls answered
Live across all 12 sites
The results at a glance
0
calls answered in 7 months
0
confirmed bookings
0
after-hours calls captured
0
sites live nationwide
Not every call is a booking. Many callers just have questions, opening hours, pricing, directions. Novalty answers all of them; the booking links go only to the callers who are ready to book.
Verified call and message data across all 12 sites, 1 February to 7 September 2026.
Before Novalty

A national chain losing bookings every night it was open.

Superbowl UK operates 12 venues across the country. Every Friday night and every weekend, the phones ring, families wanting to book lanes, birthday parties, group outings. But a busy venue is a loud venue, and staff on the floor can't always get to the phone.

145% of all calls arrived outside staffed phone hours, on weekends and evenings
2Saturday is the single busiest calling day, exactly when the floor is busiest
3Most after-hours calls never reached voicemail, the line simply rang out
4Every unanswered call was a booking worth £33.33 or more walking to a competitor

Even when staff did pick up, they often couldn't complete a booking on the phone, callers were told to visit the website and do it themselves. Every dropped call and every deflection to the website was a booking handed to a competitor. Before you even count the after-hours calls, the estate was leaking six figures a year.

The deployment

One week to live across all 12 sites.

Novalty built a custom AI voice agent for each site on Vapi + Twilio + Make.com, trained on every venue's hours, prices, party packages, and booking flow. No two agents are the same, because no two venues are.

01
Day 1
Discovery call with SBUK operations team, existing numbers audited
02
Day 3
Voice agents configured per site with venue-specific knowledge base
03
Day 5
Booking link SMS flow wired to venues' existing booking system
04
Day 7
Live across all 12 sites, existing phone numbers kept, staff notified
No number porting. No downtime. No new hardware.
How it works

Every call answered. Every booking captured. Every escalation clean.

Answers instantly, 24/7
Two-ring average pickup. Never a voicemail. Never a rung-out call.
Books directly via SMS
When a caller wants to book, the AI sends a personalised booking link straight to their phone mid-call. 97% of qualified callers complete the booking.
Escalates with full context
When a call needs a human, bespoke party enquiries, complaints, urgent operational calls, the AI hands off to venue staff with a full transcript summary.
Over seven months

The numbers don't lie.

This is the seven-month picture across the estate: steady, repeatable impact.

Calls answered by Novalty
21,261 in 7 months (~2,960 / month)
Confirmed bookings
3,530 (97% of 3,639 qualified links)
After-hours calls captured
9,647 (45% of all calls, previously lost)
Average call duration
2.1 minutes
Booking-text delivery rate
97.2%
A note on the numbers: "calls answered" counts every call the AI handled, booking requests, general enquiries and questions alike. "Confirmed bookings" counts only the callers who actually completed a booking.
21,261 calls answered in seven months, £117,649 of bookings driven, and £57,297 of that captured after hours when the phones used to ring out. Every call now gets answered, every caller gets a next step.
What it's worth

£125,792 of value delivered in seven months. On track for £211,000 in a year.

These figures come straight from the telephony logs, 1 February to 7 September 2026. Bookings are priced at the venue's £33.33 minimum order, so the real number is higher. Staff time is valued at the UK minimum wage of £10.85 an hour.

£117,649
in bookings driven from 3,639 qualified booking links, 97% of vetted callers completed their booking
£57,297
of those bookings landed after hours and on weekends, when no staff were on the phones. Money that used to ring out
750+ hours
of call handling taken off venue staff, given back to serving guests on the floor
2,862
unique customers served and booked across the seven months, with 293 returning to book again
The next six months, projected
Measured so far: £123,225. At the same pace, the six months to February 2027 add £88,018 more. Full year: £211,243, and that ignores the Christmas party season entirely.
Feb to Aug measured: £123,225Sep to Feb projected: +£88,01812-month total: £211,243
Download the full case study (PDF)Every figure traceable to the raw call logs.
The playbook

The playbook is proven. Now it can be yours.

If you run a chain, bowling, bars, restaurants, lounges, family entertainment, the pattern is always the same. The busier you are, the more calls you lose. And the calls you lose are the bookings you never knew you had.

  • Peak-time calls staff can't get to
  • After-hours calls that go to nothing
  • Booking flows that require the caller to hang up and self-serve
  • No way to know how many bookings you're losing

The fix is the same too: one AI agent per venue, live in a week, every call answered, every caller booked or handed off cleanly, and real numbers in your inbox every morning.

Leshawn will personally reply within 24 hours.