Dubai, UAE, 8 September 2026: Embed, the world’s FEC tech partner of choice for the amusement, entertainment, and leisure industries, will showcase its cashless hardware and software solutions at IAAPA Expo Europe—highlighting its ecosystem’s latest integrations and key benefits to operators in the region.
The European Central Bank (ECB)’s 2025 report found that card payments made up 57% of all non-cash payments in the euro area in the first half of the year, with contactless card payments reaching 12.8% year-on-year to 29.6B.
As the behaviour is accelerating, Embed’s strategic positioning in Europe aims to further increase adoption of cashless payment systems to meet consumer demand and transaction preference. With this digitisation, operators can also expect higher operational efficiency, automation of manual labour like reporting, lower theft risks, consistent upsell capabilities, higher profitability, and smoother guest experience.
“This is exactly what we want to achieve with the Embed Ecosystem,” says Renee Welsh, CEO at Embed. “Our interconnected and hyper-integrated cashless system is now a critical tool for business expansion in the European market.”
IAAPA Expo Europe attendees can enjoy free demos of the solutions within the Embed Ecosystem:
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Apple and Google-certified, award-winning Mobile Wallet, for a 5x increase in average reload value versus cash or credit card
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Smarter, faster, and supercharged smartTOUCH+ arcade card readers
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Portable, roving, and freeing SALES Roaming POS to bring the checkout experience anywhere in the venue
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Self-service KIOSK+ with BOOKINGS and WAIVERS integrations for seamless, end-to-end party and attraction bookings/reservations
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Unattended payments solution powered by Windcave
In Good Company
To deliver hyper-customisation and deeper integration across its cashless payment solutions, Embed is growing its ecosystem with a network of trusted tech partners: for the United Kingdom and Ireland, Bandai Namco recently renewed long-term exclusive distribution partnership agreement with Embed—backed by their 15-year partnership.
Rob McMenamin, EMEA GM at Embed, says: “As we scale the Embed Ecosystem alongside our integration partners in and out of Europe, we remain focused on continuous innovation and trust to future-proof FECs through cashless technology.”
With this kind of local partnership, Embed stays true to its commitment to providing consistent support and innovation to customers like Park Holidays, Top Golf, Funstation UK, Namco Funscape, Tenpin, and the Veltmeijer Group. 
European operators James Miller, Founder and CEO of Funstation UK, and Roel Veltmeijer, CEO of the Veltmeijer Group, are featured at EmbedLIVE: the free industry resource platform launched during the 2020 pandemic and is now returning as a podcast. Miller and Veltmeijer were covered in the series All in the Family: In the Genes, featuring their secrets and insights running multi-generational family entertainment business legacies alongside Shelley Fernandez-Katz, President of BMI Merchandise.
Catch the Embed team at ExCeL London, UK, booth #S2707 from 22 to 24 September 2026. To join Apéro Time and experience free demos, schedule a meeting here.
IAAPA Education Webinar 
Get practical insights on evolving customer expectations, operational challenges, and technology adoption—sharing real-world strategies that can help operators across the industry future-proof their businesses. Featuring experts from the Embed family: RobMcMenamin (EMEA GM, Embed), Trevor Sutton (Director of Complete Solutions Business Division, Bandai Namco; exclusive distribution partner), and James Miller (Founder and CEO, Funstation UK). Register here.
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