Embed, a leading worldwide supplier of point-of-sale and revenue management systems, has announced plans to exhibit at DEAL Expo and SEA Expo in the Middle East.
The company will be at booth #Z5-110 at the Dubai Entertainment Amusement and Leisure Exhibition 2025 (DEAL), the region’s leading trade show for the amusement and leisure sectors, which is taking place from 8 to 10 April at the Dubai World Trade Centre.
The Saudi Entertainment & Amusement (SEA) Expo takes place from 20 to 22 May at the Riyadh International Convention & Exhibition Center, and attendees can find Embed at booth #3B331.
Growth in the EMEA region
The Middle East Expos follow the successful release of the Embed Ecosystem at Amusement Expo International in Las Vegas earlier this month.
Renee Welsh, CEO at Embed, says: “Guests, experiences, staff, operations, bookings, payments, sales, reports–the integration of these tech components is critical to the success of an FEC.
“The Embed Ecosystem is designed to redefine and elevate the way these interact and integrate with each other, enabling and empowering operators to create the ultimate cashless, cloud-based system that exceeds their business needs for a seamless guest experience.”
Research by Allied Market Research has found that the family entertainment centre (FEC) market in the Middle East region is at unparalleled expansion and development.
US-based FEC developers and operators that are building their presence in the region include Embed client Dave & Buster’s, which has announced its first multi-country deal in KSA, UAE, and Egypt. This forms part of a five-year plan to open numerous new franchise locations in the region and worldwide.
Recently, CEO Renee Welsh and CTO Andy Welsh relocated from Singapore to Dubai, the company’s HQ in EMEA. This move deepens the company’s connection to the region and is set to drive growth. Rob McMenamin, former director of leisure and entertainment at the Majid Al Futtaim group, also joins the team as EMEA general manager.
Sara Paz, CMO and growth officer, says: “It’s the new era of the Embed Ecosystem in the region. We’re setting a new standard in the industry with fresh and meaningful updates to our system modified for hyper-customisation and deeper integrations.
“With the rise of the API, the Embed Ecosystem is the paradigm shift that begins the consumer experience revolution, where we enable operators to create experiences they want with greater customisation and flexibility.”
Introducing the Embed Ecosystem
The launch of the Embed Ecosystem at Amusement Expo International 2025 signifies the start of a new era in integrated cashless payment systems.
See also: Ask the experts: 5 questions on why integrated tech makes sense for FECs
Renee Welsh says: “We are thrilled with the high anticipation and incredible feedback we received for the exciting new updates we’ve added to our breakthrough innovations.”
In Las Vegas, the team presented new updates to the TOOLKIT POS SALES and BOOKINGS element. This is an end-to-end online reservation platform designed for FEC events, now includes an in-venue experience and attraction bookings integration, BOOKINGS and KIOSK+.
They also demonstrated KIOSK+ updates, such as the customisable API for UI re-theming, and the capacity to purchase game cards with different reload values in a single transaction. They also presented the 27” full-screen experience, which enables operators to promote experiences and offers on an attractive LCD touchscreen.
“This undoubtedly marks a shift in the industry, highlighting the results of strategic relationships with global tech giants. Our partnership with Apple, Google, and Amazon Web Services for our solutions, along with FEC leaders like Magic Planet MAF, Global Village, and SALA Entertainment puts us in a position to disrupt the disparate digital systems plugging into hardware, which is the current industry norm,” explains Andy Welsh .
“Now, operators can have it all without needing to plug it all. They can connect it all to sync it all– and with today’s consumer demands and global business trends, that’s more like it.”
Expo success
Also at Amusement Expo International 2025, Embed was recognised with the AAMA Supplier of the Year award.
The AAMA Supplier of the Year Award reflects Embed’s dedication to layering value for members of the Embed family, with ongoing innovation that supports and empowers family entertainment centre (FEC) operators.
Sara Paz, CMO and growth officer at Embed, says: “We are honoured to be recognised for this esteemed award. We are grateful beyond words to our partners and the members of the Embed family for making this possible!”
Embed is also celebrating the success of its client, Alley Cats Entertainment, which won AAMA FEC of the Year.
In addition, the company’s booth on the show floor was the venue for Embed’s International Women’s Month celebration.
To mark International Women’s Month, Embed celebrated the women in tech by giving away exclusive Women@Embed pins at the event.
Welsh says: “Women drive innovation and inspiration across various disciplines and industries. It’s only fitting that we #ExpectHERinTech and ‘Accelerate Action’ to promote equal female representation everywhere.”
Organisations such as Coast-to-Coast Entertainment, Bay-Tek, Betson, TrainerTainment, AMOA, and AAMA, and RePlay magazine participated in the campaign.
Earlier this month, the company revealed details of the Embed Ecosystem and shared the results from a pilot test of the new product.
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