I understand this. I've worked on major IT projects for many years and am about to manage a crucial part of one of the biggest transformation projects in Western Europe, one of the key customer facing parts. So I think I know what I'm talking about.
One game, with a testing sample of 10,000, where there were significant problems (whatever the club say about it being a success) does not make it fit for roll-out to 50k on a regular basis.
The right way to do this is to carry on with a sample user base, say 10-15,000 with different phones, operating systems and providers, and assess where problems are occurring. Is it phone reception or other mobile phone problems, the reliability of the scanners, better education for the users, etc. Then when you've assessed all these things, fix as many as you can before you're ready to launch it on 50k.
You also do user research among the people using it. How many have smart phones, printers, computers, email or none of these. Then you can plan your campaign accordingly. The club simply haven't done any of this, and anything they have done isn't to the extent required to ensure it goes smoothly.