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Why We Love Trade Shows: The Amusement Expo & DEAL Show 2022 Experience

As the world pivots towards normalcy amidst COVID-19, restrictions are universally eased, businesses are recovering, and the amusement, entertainment, and leisure industries are speeding on the road to recovery. While consumers are on a revenge-spending spree to make up for two years of pent-up demand for connections and entertainment, now more than ever, family entertainment centers should deliver the promise of a safe and seamless guest experience.

Keeping Our Ear to the Ground

Given yet another transition in the consumer landscape, trade shows like the Amusement Expo International (AEI) and Dubai Entertainment, Amusement and Leisure (DEAL) Expo are great avenues where business solution providers like us can keep a finger on the pulse of the industry - and spend quality time with our customers, partners and friends.

Here's why we love trade shows like these:

A Platform for Continuous Training, Support, and Care

IMG-20220315-WA0011In-person events are highly effective avenues to listen to our customers. While we have our 24/7 support around the world, nothing beats real-time exchanges, knowledge transfer, cross-pollinating tech development ideas, and more.

This is why we took the opportunity to host a two-day Embed 101 seminar at the Amusement Expo held on March 16 to 17 in Las Vegas - enabling our customers to maximise their current Embed system. The sessions were held an hour before the show opened and covered how to optimise our award-winning Mobile Wallet and smartTOUCH arcade debit game card system to drive revenue, return visits, and gain meaningful consumer insights at their venues. This training attracted non-customers as well!

Demo Over Drinks

Happy Hour events at the booth are always a hit! Not only do we get to demo our latest breakthrough innovations like the KIOSK+ - the sleek, modular hardware that increases game room floor revenue per square foot - but we also reached out to customers, friends, and partners to catch up over beverages. We celebrated the exceptional ladies in the industry over International Women's Day Happy Hour and had a good time over the special St. Patrick's Day session at the Amusement Expo.


On the other side of the world, right after Amusement Expo, the Embed Mavericks flew to Dubai, UAE for the much-anticipated DEAL Show, which took place from March 28 to 30.

DEAL Show 2022 1With our global presence in 56 countries, we recognised the importance of the Middle East a long time ago, establishing a local office and team in the region in 2013. While the industry is growing at an annual rate of roughly 11%, things are faster in the Middle East - with a growth rate of approximately 13 to 14%.

The reason for this rapid growth is that the region has consistently recognised the value of entertainment as part of its core strategy, and provides world-class experiences to residents and tourists. In fact, the industry is included in His Royal Majesty's Saudi Vision 2030, with an aim to diversify the country's resources. That's one of the reasons why our participation at the DEAL Show was a no-brainer for us; we got to see our long-time Saudi customers! Here are more of the things we loved about the experience:

The Demand for Cashless Systems

To further deepen our roots in the KSA, we joined the DEAL Show as we see many Saudi entrepreneurs enter the entertainment market requiring a cashless system that can offer as many business modules in a single solution - much like our TOOLKIT suite. As our system is fully compliant with local Saudi system laws, we've been in Saudi for years and can cater to these multi-attraction entertainment centers.

Dubai Eye Live Radio Show

DEAL Show 2022 2It was an amazing opportunity to talk about the flourishing entertainment industry in Dubai and the breakthrough innovations under our belt at The Agenda with Georgia Tolley LIVE radio from our DEAL Show booth, broadcasted widely across the countries in the Gulf region. We look forward to more meaningful connections like this.

Flaunting the Bling Trunk

DEAL Show 2022 4From our show-stopping Bling Bar at the Amusement Expo, our Bling Trunk made its debut at DEAL! Our full range of RFID wearables quickly captivated show participants - especially the new Breakaway Game Card, a hybrid mix of the traditional game card and wearable media. 

An After-Party "Into the Future"

DEAL Show 2022 3We hosted our very first DEAL Show after-party - a futuristic night of networking over cocktails with our industry friends and partners. Here I am pictured above, on the left of Roger Tubee of the Veltmeijer Group, the Netherlands.  What an epic way to wrap the show as we propel FECs into the future with our breakthrough innovations.

See you at SEA!

Catch our team in action at the upcoming Saudi Entertainment & Amusement (SEA) Expo in Riyadh, May 16 to 18. You can schedule your meeting in advance here.


With you in the business of fun,






Renee Welsh
CEO, Solutions Group, Embed

The Embed Team
The Embed Team
Sharing our knowledge to help you enable your business of fun.

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DALLAS, TEXAS, Mar 22, 2024: Embed, the ultimate cloud-based, cashless solutions provider for the amusement, entertainment, and leisure industries showcased its Software as a Service (SaaS) solutions and other breakthrough innovations at the Amusement Expo International (AEI) from 20-21 March, emphasising on the importance of reliability when it comes to choosing a solutions provider to future-proof your business. Embed is known to partner with global tech giants, maximising their groundbreaking technology to adapt it for the family entertainment sector. The award-winning Mobile Wallet is still the only Apple and Google-certified FEC solution in the industry since its launch in 2019; the only non-banking, non-finance, non-healthcare solution approved to sit in a consumer’s mobile wallet (not a mobile app that requires a download and ongoing maintenance). And, STATS, the business intelligence dashboard jointly developed with Amazon Web Services. “Fresh from The DEAL Show in Dubai, AEI has been another amazing show and we’re privileged to keep our ear to the ground and stay close to our customers – the members of the Embed family – friends, and partners in the industry, especially at a time when system reliability is a hot topic in the industry,” shares Renee Welsh, CEO at Embed. “We are in a strategic position to respond to the industry’s need for reliable tech partners they can trust; we’re a solutions provider that partners with Amazon Web Services (AWS) for their data centres and tech development. Our confidence comes from knowing that we partner with the best. 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The Embed Success Squad™ was introduced at IAAPA Orlando 2023 as the company’s testament to customer-centricity and commitment to their customers’ business growth and success. The dedicated team of consultants, champions, and trainers – a mix of growth gurus, SaaS experts, and payment specialists help the Embed family experience the transformational growth SaaS solutions drive. “With 1-year FREE Mobile Wallet and 3-months FREE STATS subscriptions, complimentary payment gateway cost-saving analysis, free best practice training from the industry’s best FECs, free marketing kits and/or complimentary printed assets that cover the entire customer journey in an FEC, and the Embed GoTrain™ – all these are done to drive consumer uptake of Mobile Wallet,” adds Paz. Here are other highlights of the show: Major Awards Embed is this year’s AMOA Operator’s Choice Awards winner, recognising the company’s commitment to innovate new and exciting solutions FEC operators can trust and maximise to enable, empower, and ease their business of fun. “We are honoured to bag this amazing award and beyond grateful to our partners and members of the Embed family for making this possible!” says Renee Welsh. In addition to this major win, Embed also won the Best Booth Design for its new modular and sustainable build: “This is such a huge win for us! Since using this at IAAPA Orlando 2023, this booth is a testament to our efforts towards sustainability - from digital brochures and collaterals to minimise our carbon footprint and booth modular for the flexibility to switch booth size, scale, and designs without wasting resources,” says Kathleen Goy, Global Head of Events and Marketing Chief of Staff. Booth Action Along with its roster of integrated hardware and software solutions, Embed showcased its SaaS solutions Mobile Wallet and STATS - the real game-changers in terms of profitability, operational efficiency, lower costs, and superior guest experience. The smarter, faster, and supercharged smartTOUCH™+ game card reader also made its AEI debut. Industry Roundtables John Keys, Embed Regional Sales Manager for North & South America, participated in a roundtable discussion about Promotions That Work, sharing best practices and insights on how to design high-value, low-cost promotions that guests will actually love. Top 100 FECs To recognise Embed’s Top 100 FECs – the "best of the best" that built the industry into what it is today - Embed presented its exclusive Embed Appreciation Rocket to the following customers, for years of partnership and fuelling fun with the company. FACE Amusement – 10 years IF La Fleur & Sons – 11 years Pizza Ranch – 12 years Player One – 14 years Atlantis Casino Resort Spa – 15 years International Women’s Month Celebration Embed honoured women in tech by giving away exclusive Women@Embed pins in celebration of International Women’s Month. “Women drive innovation and inspiration across various disciplines and industries. It’s only fitting that we Expect Her in Tech – which is what we are advocating for this year’s International Women’s Month, aligned with the United Nations’ theme: Invest in Women, Accelerate Progress,” says CEO Renee Welsh.