Simon Barff
Managing Director of CLMS
Simon Barff brings nearly four decades of experience in the gambling and amusement industry. He began his career in 1986 at a small operating company in Leeds and has since held pivotal roles across sales, manufacturing, and support services. His career path includes positions at Joyland Amusements, Associated Leisure, Maygay, Deith Leisure, JPM, TCS, CMS, Machine Insite, and Blueprint, where he served as UK Managing Director.
He is currently Managing Director at CLMS, where he focuses on data-driven tools to help operators understand player behaviour, drive revenue, and navigate compliance. His work covers cashless payments, player protection, and innovation. He is a frequent speaker at SiGMA Europe, EAG Expo, and ARE Expo.
Barff also serves as a Director at BeTree Limited and TBA Services Limited, and is recognised for his insights on confirmation bias in gambling surveys and the impact of cashless payments on spend.