Embed, a leading worldwide supplier of point-of-sale and revenue management systems, is celebrating a successful week at IAAPA Expo, where it launched its Embed AI solution and a range of upgrades.
The company was also honoured with a Brass Ring Exhibitor Award, as the second-place winner in the 600-1,200-square-foot category.
This recognised outstanding booth design, elevated meeting space, cleanliness, thoughtful design, branding, an engaged team, and product exhibition excellence.
Sara Paz, Embed CMO, says: "We are beyond thrilled to receive this award! The Embed Marketing team prides itself on being world-class in everything we do and how we do it, so this is a true recognition that resonated with every member of the team around the globe."
In addition to hosting demos of the Embed Ecosystem during Happy Hour events, the team participated in a wide range of events, including the IAAPA FEC Reception and Women in the Industry Networking Lunch, the blooloop party, and IAAPA Celebrates, among others.
Introducing Embed AI
This year, Embed was awarded one of the three sought-after slots in Google AI Cloud Takeoff, out of 10,000 entries. To boost AI adoption, recipients of this award received comprehensive professional services, AI training, and Google Cloud credits.
This work led to the creation of Sidequest AI, a new level of visitor engagement that enables users to create hyper-personalised experiences through bespoke game recommendations.
Andy Welsh, CTO at Embed, says: "The partnerships we have with tech leaders like Google, Apple, and Amazon Web Services give us access to their pilot technologies to tailor-fit their latest innovations for the family entertainment industry.
"At its very core, this rich experience in Google AI Cloud Takeoff enables us to be the first to give FEC operators AI-enabled solutions—and this is only the beginning.
"Get ready for an AI-enabled FEC!"
With this new AI solution, Embed brings a richer understanding of operators' goals to an evolved suite of tools, and as part of the Embed Ecosystem’s promise of 6-week innovation cycles, the launch also included four core upgrades.
The new BOOKINGS for events and experiences, SIGN IT with integrated digital WAIVERS, SALES Roaming POS, and REPORTS are all designed to help operators work smarter and sell faster.
"This innovation is the start of a new era in the integrated cashless payment systems that are the very backbone of the family entertainment centre industry," says Renee Welsh, CEO at Embed.
The AI technology allows operators to analyse all the data across their FEC. "We've launched the AI Layer on our STATS platform. For example, you can ask it, like Siri or Alexa, 'Tell me the average spend' and it pulls the data automatically," said Welsh during an interview with blooloop at the show.
"It's instant information operators can use to make an impact".
Welsh also spoke about the opportunities AI tech offers to create personalised experiences for guests, helping increase the use of less popular games, and to increase efficiency for back-of-house staff, such as training.
"Make no mistake about it, this marks a shift in the industry and highlights the powerful results of our strategic relationships with global tech giants like AWS, Google, and Apple," said Welsh.
"It delivers on the Embed promise and commitment to visionary product development and continuous innovation, focused on performance and design."
Sara Paz, CMO at Embed, says: "Like the Mobile Wallet innovation of 2019, this is another inspiring example of how a single product can change an entire industry and pave the way to the future.
"It’s a testament to the power of visionary leadership, innovative product development, and a deep understanding of market dynamics and the consumer. It’s the Embed Difference."
In addition to IAAPA Expo 2025, Embed's trade show participation this year has included IAAPA Expo Europe, IAAPA Expo Asia, and many others.
