Embed Unveils A New Brand & Marketing Strategy At IAAPA Expo 2019

SINGAPORE:  3 October 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 is unveiling a new brand strategy that sets the tone and spirit of Embed’s marketing communications and the way Embed conducts itself, and positions itself with business partners and the industry, the products and services they deliver to the industry and their customers.

“The new marketing strategy is anchored by the superior guest experience enabled by our business solution, so it impacts everything: it serves as the beacon of light that drives every single business and operating decision, as it is tightly woven into the very fabric of who we are and what we offer.” said Sara Paz, Embed’s Chief Marketing Officer. “This exercise is about the creative expression of the very core of who Embed is, what drives Embed, what we believe-in, our value system.”

The brand renewal work started in Q1 2019, when Sara Paz joined Helix Leisure, from hyper-competitive high-tech industries and top-10 brands.

“I joined Helix Leisure because it is an extraordinary company with talented and passionate people, who’ve been in the amusement, entertainment and leisure industries for years," said Paz.

"Embed is working for the greater good: delivering business technology solutions that not only empower business owners (Operators) to take their business to a new level, but enhance and elevate the overall guest experience.

It is clear that the industry is on the cusp of tremendous transformation driven by the combination of technology and creativity, and I want to be part of it, Transforming the Business of Fun" Paz also said.

Tasked with architecting the overall marketing function at Embed, Paz led the redefining and rejuvenation of every single internal and external touchpoint, from the Embed and Booking Boss brand logos to elevating the designs of all marketing assets, messaging, website designs, marketing channels, media, and an organizational restructure.

All of these elements will come together at the IAPPA EXPO in November in a visually striking new chapter for the company. Attendees of the show can expect to see the refreshed look of Embed, plus new cutting-edge game cards and a full range of wearables (RF Media).

Taking the Embed brand one level up is the newly-designed double-story booth, where visitors can get one-on-one demos with Embed Champions, a bird’s eye view of the show while enjoying daily happy hour gatherings at

Embed’s very own “CHEERS!” bar from 1-5pm daily. Embed will also host the very first exclusive night race party at Andretti’s Indoor Karting and Games, a long time Embed customer and partner.

Embed’s marketing renewal strategy signals an exciting new chapter for the company and the industry. Centered around the aim to deliver a superior guest experience.

“By focusing on offering business solutions that enable every touch point of the consumer journey, it drives immediacy to the immersive experience, which is everything to the guest, " says Renee Welsh, CEO, Embed.

"Our business solutions enable operators to meet the needs and expectations of their guests, while getting crystal clear visibility of every aspect of their business and how it’s performing, so they can modify and tweak their offering (various bundles and price-points by hour, day, and week) to maximize consumer spend while optimizing operational efficiency. When our customers thrive, we thrive.” also says Welsh.