Those who don’t innovate get left behind, and never has this been truer than in the wake of the global pandemic. While visitors are returning, it may still be an uphill battle for the industry to recover given the loss of revenue over the last two years. Those who are poised to grow post-pandemic are those who have invested in new innovations in revenue generation.
We certainly saw the predicted “pent-up demand” for attractions reflected in increased visitor numbers when venues reopened. Thanks to rising vaccination rates and falling numbers of COVID cases, for the most part, many countries are relaxing their restrictions. And many people have been keen to get out and have fun together once more.
So, how can operators capitalise on this desire for entertainment, boosting income as well as keeping guests happy and willing to come back for more?
To find out, we’ve looked at some of the latest innovations in revenue generation from Embed, a leading worldwide supplier of point-of-sale and revenue management systems. We’ve also spoken to some operators who have chosen Embed and seen the benefits of the company’s technology first-hand.
Introducing KIOSK+
Embed will be attending several trade shows this year to showcase new products and services. This starts with Amusement Expo International 2022 from 16 – 17 March in Las Vegas and DEAL Exhibition 2022 in Dubai from 28 – 30 March.
At last year’s IAAPA Expo in Orlando, when attractions professionals returned in-person to the trade show for the first time in two years, Embed unveiled its latest product – the self-service KIOSK+.
This is an upgrade from the company’s previous KIOSK console and is the result of two years of development. The self-service kiosk features one of the biggest touchscreen displays in the industry. It impressed attendees at the trade show with its expandable, customisable modularity, as well as its appealing design. Furthermore, it has a smaller footprint than 100% of the kiosks in the industry.
“We aim to enable, empower, and ease the Business of Fun, transforming it with our technology innovation,” said Embed CEO Renee Welsh when the new product was announced.
“We have a clear vision of the FEC of the future. KIOSK+ is a product that will transform what FECs are willing to accept from their business solutions providers; no more space-consuming bulky kiosks.
“Business solutions should enable operators to optimise the consumer experience while driving greater revenue and profit per square foot, which is the design purpose of KIOSK+.”
This innovation is designed to help operators maximise their game room floor with revenue-generating games as well as lowering their costs. This means they can more easily achieve their business goals.
Innovations in revenue generation: the Mobile Wallet
Meanwhile, the Mobile Wallet, which launched at IAAPA Expo 2019, is still the only FEC business solution that is Apple IOS and Google Android compliant and approved.
The Mobile Wallet is a virtual game card that guests can easily add to their Apple Wallet or Google Pay, without needing to download a separate app. It allows them to spend more time enjoying their favourite games as they can top up with a few simple taps. There is no need to leave their game, no need to queue, and no need to fumble with change.
For the operator, the benefits of this innovation are clear too, as they can use the guest data to drive return visits and boost revenue.
Speaking to blooloop about Mobile Wallet when it launched in 2020, Andy Welsh, Embed’s CTO said:
“It’s very different from traditional offerings. With those, you have an app, you download the app, you register on the app, you put your credit card on the app, and then you can use it. That traditional funnel is expensive, it’s a crowded market and it’s very difficult to make an impact.
“The Mobile Wallet cuts through all of that very simply. You just put your card in the wallet and use it as your main point of contact with the system.”
Breakaway Cards
Embed also launched its new Breakaway Cards at IAAPA Expo 2021.
This new product brings together wearable media with the traditional game card. With the tagline “SNAP. STRAP. PLAY!”, Breakaway Cards are a fun way for guests to get playing. They simply need to snap off the removable section of the card and pair it with one of the straps. Then, they can game away.
This new type of game card can be dispensed through the Embed Kiosk game card dispenser, making operations easier for FECs.
“Traditional game cards carve a cult following for FECs and wearable media bring an extra layer of convenience. So why not have both on your wrist? Breakaway game cards can also ease up inventory management at the operator level,” says Rob Thompson, chief supply chain officer at Embed.
Success with Embed at Fun Land
Fun Land of Fredericksburg, a leading entertainment destination in Virginia, is one FEC that has seen improvements in operations since partnering with Embed. It is home to more than 100 arcade games, as well as attractions such as Twist-n-Shout, Buzzy’s Spin Out, Laser Tag, an XD Dark Ride, Clip-n-Climb equipment, Mini Bowling, Hologate VR, Batting Cages and Tilt-A-Whirl.
Visitors can also enjoy the Thunder Speedway. Ar three storeys tall, this is the only multi-level go-kart track in the state.
“Four years ago, we invested in our first Embed system,” says Clint Novak, general manager at Fun Land of Fredericksburg. “We decided to go with the smartTOUCH system, which included the RFID wristbands, and it was a great decision.”
The venue continued to flourish despite the pandemic. Then, in 2021, Fun Land went on to announce the opening of a second location, Fun Land of Fairfax. Here, Embed provided 155 award-winning smartTOUCH readers, as well as self-service kiosks. This means the operator can take advantage of the easy upsell features, offering visitors package deals and streamlined game card reloading.
“Right now, we go through over 100,000 wristbands a year at our at our location,” adds Novak. “And the RFID technology that Embed has provided us is a game-changer. It allows our guests to navigate the park much quicker and it really is fun as well.”
Zone Out brings the fun in time for school holidays
Meanwhile, in Australia, Embed’s technology, as well as its customer service and support, allowed the new Zone Out Arcade in Nelson Bay to open in a relatively short space of time. The arcade opened its doors in December 2020, just in time for the school holidays. In addition to providing the most recent arcade games, it also offers basketball hoops, air hockey tables, skill-testers, and a giant ball drop.
Zone Out uses a total integrated solution from Embed, including self-service kiosks, smartTOUCH readers, POS, and PRIZES redemption management system.
“We were extremely grateful that we had Embed. I think if we’ve had any other card system we’ve couldn’t have opened up when we did,” says Emily Pattison, co-owner, Zone Out Arcade.
The venue has been thriving since it opened, she adds, thanks to Embed’s innovations in revenue generation:
“Although there was an ongoing pandemic, we were seeing people come into our venue quite quickly. They were strongly motivated to have fun with their family and friends. It was a no-brainer for us to embark on this business. And to see the smile on our guests’ faces made it all worthwhile.
“All these were only possible thanks to Embed. There is no doubt when it comes to card systems, Embed is the best. They make the process easy, enjoyable, and ultimately take the pressure off business owners by providing a reliable system.
“We’re so grateful for the customer support from Embed, which enabled us to open our premises on time. Embed’s support team has remained constant, efficient, and reliable. We simply cannot fault [the support] and this really sets them apart from any other competitors.”
Ticket Time: seizing opportunities
Another Australian business that has been thriving despite the pandemic, thanks to Embed’s innovations in revenue generation, is Ticket Time in Southport, Queensland.
Ticket Time opened a new unmanned venue during the COVID crisis. Owner Luke Phillips seized the opportunity to provide something new in one of the many nearby vacant retail spaces, ready to meet the surge in demand as lockdown eased.
He worked with a local mall operator to set up an unmanned pop-up arcade. Here, Embed’s self-service kiosk acts like a staff member. Staffing a venue was always going to be a challenge during a pandemic. However, with the self-service kiosk, Phillips had a system that could fill the staff role without having a negative impact on his guests’ experience.
In the first 6 weeks of operation, the business generated $17K in revenue. At the same time, it also saved $7K in extra wages with the Embed Kiosk and cashless system.
A key benefit for Phillips was that the system also supported multiple sites. Players with game cards for his existing Ticket Time venue could also use them at his new pop-up arcade.
“The biggest improvement that helped our business is installing the Embed Kiosk,” says Phillips. “With smaller staffing needs during this time, this machine has been so valuable for us. It takes the pressure off our staff in busier times. It’s the best investment machine I have purchased.”
“During these uncertain and unprecedented times, I’m so grateful to weather this storm together with partners like Ticket Time, who not only focus on surviving but thriving,” says Daniel Hudson, global head of sales, Embed.
“It’s incredibly rewarding and inspiring to have partners like Luke Phillips, who view the world through a lens of opportunity. Helping our customers lower their operating costs while driving higher profit and achieving their business goals is the core of everything we do at Embed.”
Meeting customer’s needs: innovation in revenue generation at Dave & Buster’s
Dave & Buster’s is one of the most well-known restaurant and FEC brands in the US. While it is a business that has been around since 1982, and has been offering a game card system since 1999, its continued growth is now powered by Embed.
“We were looking for something that was cutting-edge, and that would consistently be cutting edge for the foreseeable future,” explains Pete Stearns, senior director, Midwest operations at Dave & Buster’s. “And that’s how we arrived with Embed. We wanted something that would really change the guests’ experience…For me, it was bringing RFID to the forefront. Our current system at the time did not have that. You don’t even have to explain it, it’s that simple.”
This relationship also shows how Embed listens to and adapts to its clients’ needs. In 2019, before Embed launched its Mobile Wallet, Dave & Buster’s had been asking for a cashless digital wallet solution:
“We tend to be demanding, we want to be on the cutting edge for our guests,” says Stearns. “That requires lots of conversations and lots of back and forth, and Embed always took on the challenge…We approached them [saying], we want Apple [and] Android phones to be able to have a digital card and we want to be able to process game transactions using that phone.
“Nobody else in the industry was doing that, but that’s the path we wanted. We were working on our own app, and we viewed this as being important to the success of that app. So, we started to have conversations with the team, with Renee [Welsh] and they took on the challenge.
“Two different companies came together and produced something that the industry had not seen before.”
Discover innovations in revenue generation
Post-COVID, many attractions businesses looking for ways to streamline their operations and boost profits. Now, operators can find out more about Embed’s latest innovations in revenue generation at two upcoming trade shows.
Meet the Embed team at booth #349 Amusement Expo International 2022. This takes place from 16 – 17 March at the Las Vegas Convention Center, Las Vegas. Later that same month, they can be found at booth #7-D148 at the DEAL Exhibition 2022. This will be held at the Dubai World Trade Centre in Dubai from 28-30 March.
To schedule a meeting, please click here.
