In 2012, the group implemented Green 4’s CRM driven booking system to manage their operations and increase visitor numbers and revenues. Highly targeted marketing campaigns allowed Hollywood Bowl to encourage increased visit frequency as well as secondary spend on Food and Beverages.

Operating 79 Bowling sites, Hollywood Bowl was in the envious position of being able to test every concept before rolling out across all of its sites. By 2016, HBG was generating an additional £4m per annum through its eCampaign program, average visits increased per head from 1.1 times per annum to 1.32 per annum, with average bookings values up 83% during this period. 

In 2016 HBG floated on the stock market with a valuation of £280m, subsequently rising to £528m in 2024. The Green 4 system was used up until 2024 when the group decided to bring systems development in house.