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SINGAPORE:  10  December 2019 – Transforming the business of fun since 2001, Embed, the worldwide leader of the cashless business management systems and solutions for the amusement, entertainment and leisure industries returned from IAAPA Expo 2019 triumphant.

This year’s IAAPA marked a new chapter at Embed. With a myriad of new technology breakthrough announcements, like the mobile wallet, an industry breakthrough innovation, and putting on full dynamic display the complete 200-piece wearable media collection, serving to reinvent the game card. IAAPA Expo 2019 was the culmination of a year of renewal that came together at IAAPA, including the new marketing and brand strategy in the new booth. A few of Embed’s leadership team summed up their IAAPA experience as follows:


“The best part of IAAPA for me was getting to meet Embed customers, hearing what’s happening in their FEC’s, being overwhelmed by the hyper-positive response to the mobile wallet. I’m walking away from this IAAPA knowing that we are on the right track with our partnerships with Amazon, Apple, and Google (something no other FEC business solutions provider has), and sharing with Embed’s customers the results of our brainstorming with the Titans of Technology (Apple and Google) to be the first with new innovations coming from tech juggernauts that will continue to transform this industry, serving to give a cutting-edge to Embed’s customers and future-proofing their businesses!” said Andy Welsh, Chief Technology Officer.


“This IAPPA has been an exciting ride! In my 9-years at Embed and Helix Leisure I have never been as excited as I am today. We worked very hard in a top secret lab with a small tiger team with the objective to “redefine the game card,” using various materials, from plastics to metallics, eco-friendly wooden game cards, embossed printing, etc. And, in the process, we developed a new production method (with a patent pending). We also re-imagined wearable technology (RF Media), with over 200 wearable media designs, using different materials and form-factors, styles. And the response from Embed customers and industry partners alike has been unanimous excitement. This is the next frontier and we’re leading the charge.” said Robert Thompson, Chief Supply Chain Officer.


“IAAPA 2019 has been a turning point for our EMEA region and customers.  We’ve had our highest ever visitors from this region who have all been blown away by our new wearables and the amazing game changer that we’ve developed and launched in the form of our Mobile Wallet. We had the pleasure of hosting many of our customers at our Andretti party and are so pleased that the entire team from MAF UAE, FUNSTATION UK and FUN CITY Pakistan, along with many others, spent so much of their time having fun and strengthening relationships with our Global teams at our party. The EMEA region, our customers and the future with EMBED is on the up, we’re excited to be able to support this region and help our industry go from strength-to-strength as we move forward with them.” Said Rosa Tahmaseb, GM & Head of Operations, EMEA.


“This was a thrilling show; couldn’t of gone better! The response to Embed’s new marketing strategy before the show was universally positive, but getting to experience the awe-inspired facial expressions of our partners as they approached our new booth was truly rewarding. When asked by existing partners and industry media if we are the same Embed, our response is always the same: ‘we are a mix of industry insiders and next-gen IT, a familial high-tech with a conviction that is tied to our universal belief in the transformative power of our solutions and the impact on the guest experience. We are committed to the evolution of our industry, as it results in everyone winning, the operator and their guests.’ And when the operator thrives, we thrive.” said Sara Paz, Chief Marketing Officer.


“This IAAPA is the culmination of a year of hard work, renewing and elevating every single aspect of our business. At this IAAPA we unveiled the Mobile Wallet, a breakthrough technology development for our industry, and cutting edge-designs in our wearable media, serving to redefine the game card. And we did this while unveiling a new marketing strategy, so every touchpoint of the Embed journey feels renewed because it is unequivocally a new day at Embed. The best part of this week was getting to spend time with existing Embed customers, strengthening our strategic partnerships, as well as signing-up and welcoming new customers to the Embed family. The very pinnacle of IAAPA this year was bringing together new and long-time Embed customers from around the world at our IAAPA After-Party at Andretti’s, a long-time Embed partner and customer.” said Renee Welsh, Chief Executive Officer.

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

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