All Posts

How APEX Tripled Locations and Expanded Offerings with Embed


Apex Entertainment is New England’s largest family entertainment center with several attractions that provide high-quality entertainment for thousands of its area residents year-round.

Joey Slawinski, Director of Operations, describes its flagship location in Marlborough, MA (also the largest FEC in New England) as “80,000 square feet of pure fun.”

Family Entertainment Center Solutions

Apex's Marlborough location provides a superior guest experience for all age groups under one roof.

Its attractions include go-kart racing, laser tag, ropes course, bowling, arcade games, plus three bars and a full-service restaurant.

Since opening in 2017, Apex Entertainment launched an additional location in Syracuse, New York and announced a new facility in Albany, New York that's set to open in late 2019.

Challenge: Creating Seamless Multi-Location Guest Experiences

Before working with Embed, one of Apex Entertainment's ongoing challenges was to provide a seamless and consistent guest experience at each of its locations, while simultaneously meeting superior operating standards.

Joey Slawinski was a key stakeholder in overcoming this challenge and enlisted the help of Embed to develop competitive solutions and offerings for his guests. 

Apex Entertainment partnered with Embed for its hardware and software solutions that include FEC kiosks (emONE kiosks), game card readers, amusement cards, arcade play cards(Playwave Contactless), fun center POS, prize redemption system, and Central Games Management software that connects games across multiple FECs. It's all integrated by a business software that enables clear business visibility, tracking and reporting across all FEC components.

Slawinski explained that increased value from their investment in the Embed product suite occurred as Apex opened additional locations and it continues to build a seamless guest experience.

“Embed solutions align with not only our game model, but also our company goals and the technological advancements we are looking to add to our locations in the future.” Slawinski said.

Family Entertainment Center Solutions

Solution: Guests Can Order Game Cards Online to Use at All Locations

The Apex Entertainment team is currently working on offering guests new methods of purchasing Playwave game cards that allow guests to register arcade play cards and save player information at all locations.

Guests can now order game cards without having to be physically at one of Apex's locations through its online store, built with Embed’s open API.

It's easy for Apex to incorporate Embed’s software and customize it to meet the demands of their growing business because of integration through Embed’s API license.

Embed houses all of the information regarding cards, customers and loyalty, and Apex now can easily analyze and implement features based off that data.



After partnering with Embed, Apex now has the ability to create a custom-tailored experience at each of its locations.

Joey Slawinski describes the relationship with Embed as, “A partnership that Apex wants to grow with when looking towards the future and opening additional locations.”

He's excited for future projects such as Embed's Mobile Wallet that can be added to the Apple Wallet and Google Pay and used seamlessly to play games. Guests have immediate access to their balance information, ticket counts and more.

Slawinski added, “There is no amount of money in the world that would have us switch. It's a smart investment to partner with Embed, and we're in it for the long-haul.” 


download (4)Who:  Apex Entertainment

Locations: Marlborough, MA, Syracuse, NY, Albany, NY


Embed Solutions Used:  Card Readers, Kiosks, POS/Redemption Stations, Card Readers, Redemption Stations and Transitioning to Tap Only


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

Related Posts

5 Easy Promotion Ideas for Your Family Entertainment Center

Family Entertainment Center operators are always looking for ways to add value to their products and services to keep guests coming back for more fun. One of the easiest ways to do this is by setting up promotions that can help you drive return visits and increase customer loyalty.  It's important to consider what type of promotion to offer, when to run it, and what you hope to achieve from it. Should the offer be a discount or a free game with purchase? Is it a one-time event or a long-term promotion? What are the goals: attracting new customers, optimizing guest experience, increasing revenue?

Coronavirus – The Driving Force for Contactless Payments

Introduction Cash is notoriously covered in germs; studies suggest that paper bills contain bacteria and viruses for days, leading to the spread of infectious diseases. COVID-19 brought this issue to the forefront. According to the Federal Reserve, the lifespan of various bills ranges four to 15 years, meaning cash currency is filthy because it has a lot of time to accumulate germs.

Air Purifiers 101 - Benefits and Limitations

Family entertainment centers offer a multitude of attractions for people of all ages, often entirely indoors. Many people congregating in one setting, in high-traffic and high-touch areas, create an unhygienic environment. While cleaning and disinfecting your FEC surfaces remain top-of-mind, it's important to remember the quality of the "air" (as in ambient, airborne bacteria and chemicals) that your staff and guests breathe in.