Embed, a global leader in cashless card systems, is currently unveiling innovative updates to its integrated hardware and software solutions at Amusement Expo International in Las Vegas.
This new chapter for the Embed Ecosystem transforms the company’s integrated cashless payment solutions, paving the way for hyper-customisation and deeper integrations. In the next instalment of our “Ask the Experts” series, Andy Welsh, chief technology officer, tells us more about the developments, explaining how it enables operators to have it all.
There is a growing demand for seamless integration and customisation when it comes to FEC tech. How does the latest evolution of the Embed Ecosystem meet this?
“We designed the Embed Ecosystem to redefine and elevate the way guests, experiences, staff, operations, bookings, payments, sales, and reports interact and integrate with each other. This enables and empowers operators to create the ultimate cashless, cloud-based system that exceeds their business needs for a seamless guest experience.”
You’ve mentioned that operators can now ‘connect it all to sync it all.’ Can you share how Embed’s partnerships with tech giants like Apple, Google, and AWS are helping to streamline operations for FEC businesses?
“We partner with these best tech partners so we can deliver a system architecture that’s built to work even during network outages.
“Embed’s one-of-a-kind hybrid system is a strategic combo of on-premise and cloud-based systems. We work closely with Amazon Web Services (AWS) for their data centres and tech development.”
“Onsite servers ensure business maintenance and continuity when the internet is unavailable, keeping gameplay and sales running. In case of downtimes, cloud-based systems move data from on-premise servers online. This keeps them optimised for operations during network outages.
“Such partnerships put us in a position to disrupt the disparate digital systems plugging into hardware, which is the current industry norm.”
With consumer expectations constantly evolving, what are some of the biggest challenges in developing tech solutions that balance convenience, security, and scalability for entertainment venues?
“Customer-centric design and functionality are some of the challenges in FEC tech development. Embed’s innovative product development and design reinforces our dominance in the FEC tech category. When we create innovations like the Embed Ecosystem, we keep in mind that we want to enable operators to experience greater customisation and flexibility.”
“In turn, breakthrough innovations like the Embed Ecosystem can reshape the consumer journey. Instead of sending customers back to a sales counter or kiosk to transact, operators can now have roving FEC staff with Surface Pro tablets that run Embed’s payment processing mechanism SALES. The POS can now be anywhere the guest is.
“Such tech is already battle-tested outside the FEC industry and will soon be available to members of the Embed family.
“Alley Cats Entertainment is one of the first of our customers to experience the pilot test of our latest innovation updates, starting with our TOOLKIT’s POS component SALES.”
Guy Mack, director of technology at Alley Cats EntertainmentI was both excited and honoured to be selected for the test group. I believe it strengthens the positive relationship between our businesses and, as a technology enthusiast, I appreciate being involved in the development of new innovations.
The impact of the [Embed Ecosystem] really changes our day-to-day operations in interacting with our guests.
See also: Ask the experts: 5 questions on choosing the right FEC tech partner
The rise of API-driven experiences is a game-changer for FEC operators. How do you see this shaping the future of guest engagement and operational efficiency?
“APIs like ours offer hyper-customisation and deeper integrations. This enables operators to enjoy smart cashless payments, UI their way, and unifying hardware and software solutions for real-time business visibility.
“With these, we at Embed are at the helm of the paradigm shift that is the consumer experience revolution. When operators can have the ability to re-theme, integrate, or customise their business solutions, in turn, their guests can experience faster transactions, seamless visits, and engaging entertainment based on their preferences.”
“For instance, BOOKINGS, our end-to-end online reservation platform for FEC events, is now powered up with in-venue booking capability. Operators can now bring in the bookings and start accepting in-venue reservations for their experiences and attractions with the latest BOOKING and KIOSK+ integration.
“No more queueing for these activities. Guests can now enjoy other FEC offerings while waiting for their turn. Therefore, this will enable higher guest average spending and profitability.”
What emerging technologies do you believe will have the most significant impact on the amusement and entertainment sector, and how is Embed positioning itself to lead this transformation?
“AI and machine learning are definitely making their rounds in every industry already, including family entertainment.
“As early as now, Embed is still working closely with the world’s best tech partners to see how we can integrate their pilot technology into the Embed Ecosystem. We keep our ear to the ground, especially at trade shows, when we meet prospects and customers alike, to keep a finger on the pulse of the industry’s needs, its challenges, and the growing guest expectations.
“These are truly exciting times. We are deep in research and development to release these breakthrough innovations to the industry.”
The Embed team is at Amusement Expo 2025, showcasing the Embed Ecosystem at booth #641 of the Las Vegas Convention Center. Meetings can be booked here.
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