In November 2019, Embed, a leading worldwide supplier of point-of-sale and revenue management systems, launched a ground-breaking innovation, the Mobile Wallet, at IAAPA Expo in Orlando.
The Mobile Wallet is a virtual game card that can be added to the Apple Wallet or Google Pay and used to seamlessly play games. It has the same functionality as a traditional game card, but it sits in the guest’s mobile wallet on their own device. This means that they can simply tap and reload without having to leave the game. For operators, this frictionless guest experience helps to drive return visits and the data that they collect gives them actionable insights on customer behaviour, usage, and spending habits.
Then, just a few months later, the pandemic hit, and there was a surge in contactless payments. To support customers, Embed launched the COVID-19 Relief Act and gave this award-winning innovation away free for one year.
Now, more than three years after its launch, the Mobile Wallet has helped transform operations at FECs around the world, boosting revenue and keeping guests coming back again and again. We speak to Renee Welsh, CEO of Embed, about the benefits of the virtual game card. We also explore some case studies where Mobile Wallet has made a significant difference.
An award-winning solution
Since its launch in 2019, the Mobile Wallet is still the only Apple and Google-certified non-banking, non-finance, and non-loyalty solution that sits in a consumer’s mobile wallet (in its own category by itself).
Welsh says: “We are absolutely proud of being the first in the industry to introduce our award-winning Mobile Wallet! It is simply a game-changer – a virtual game card that sits in customers’ Apple Wallet or Google Pay with no additional app download required. Guests can pay and play with their phones so they can stay in the zone, which means more revenue for the operator.”
“The Mobile Wallet also rids revenue blockers such as long lines or wait times because of its ease of use. They can top-up without ever leaving the game. Fast-forward to the present, we couldn’t be prouder of what our customers have achieved with this innovation.”
Mobile Wallet is proven to boost revenue
Recent Mobile Wallet metrics have shown transformational results in boosting revenue:
“Both small and large FEC operators are showing the same average metric results with Mobile Wallet use: reload value 5x that of cash, at $50.57 average Mobile Wallet reload value. This is a tremendous jump from the $31.95 reload value when guests use a credit card to top up their game card.
“With 60% of the Mobile Wallet reloads happening offsite before the consumer enters the FEC, these performance results lead to transformative revenue streams, optimal operational efficiency, and record-breaking profit. Reloading on their phones protects guests from the risk of losing game cards. It also allows them to go big on top-ups thanks to secure mobile encryption technology.
“With the latest uptrend in the use of digital wallets, it only reinforces what we already knew before launching the Mobile Wallet. The future is SaaS, and we’re happy that we have a head start in providing operators with a way to transition from manual to digital,” says Welsh.
Magic Planet (Majid Al Futtaim Entertainment), an Embed customer in the Middle East, recently won the ‘Most Innovative Application of Technology’ at the MENALAC Awards 2023 for its adoption of the Mobile Wallet.
“We are proud to partner and collaborate with Majid Al Futtaim Entertainment, which is synonymous with exceptional customer service and innovative breakthrough experiences,” says Welsh.
“We are proud to have won this prestigious award for Magic Planet’s Mobile Wallet in partnership with Embed,” adds Rob McMenamin, director of leisure and entertainment at Majid Al Futtaim Entertainment. “The virtual game card has a variety of benefits for both guests and operators such as eliminating queue times, driving repeat visits, and improving customer loyalty.
Responding to customers’ needs
During the development phase, the Mobile Wallet project was top-secret. It was created in collaboration with the company’s partners and customers, including Dave & Buster’s. The firm also worked closely with Google and Apple to ensure there was compliance approval for its smartTOUCH readers.
Embed listened and worked closely with its customers, drawing inspiration from other industries, monitoring technological advancements, and closely researching consumer behaviour to deliver this result, with the ultimate goal of enabling business owners to increase profitability.
What started as a collaboration with Dave & Buster’s is now one of the most sought-after solutions in the market.
Embed, the Mobile Wallet, and COVID-19
The Mobile Wallet was part of the firm’s commitment to the industry’s recovery when the pandemic forced a lot of FECs to close.
“We offered it free to enable operators to transition from manual processes to the contactless and cashless era, where consumers demand safer and easier ways to transact with businesses. With options such as the Mobile Wallet available for FEC guests, operators leveraged the solution and its benefits to bounce back. True enough, these operators experienced not only a boost in revenue but overwhelmingly positive feedback from their guests.”
“Scary Strokes, for example, even experienced a 60% increase from their normal business revenue after a three-month closure.”
This FEC was an early adopter of the new technology, back in 2020. “When Embed introduced the Mobile Wallet, it seemed like a good opportunity for us to jump in and see what it was all about, and there’s nothing not to like about it,” said Doug Roth, president & CEO of Scary Strokes, speaking after the FEC opted to try the solution. “It’s clever and very convenient. There is no need to visit a kiosk or a staff member, guests can do everything from the comfort of their phone.”
Embed accompanied the Mobile Wallet with a free creative toolkit designed specifically to drive uptake and adoption, explains Welsh.
“This contained marketing collaterals for every level of the consumer journey, customisable and ready for print and delivery. We were privileged to come to the industry’s aid when it mattered the most.”
The key benefits for operators
The headline benefit for operators in choosing Mobile Wallet is that it offers a transformative revenue stream. In this, the figures speak for themselves. Embed says it has seen a 5x increase in average transactions compared to traditional game cards. In addition, it has found that 60% of customers reload their game card before they even step into an FEC.
This boost in revenue has been seen with clients of all sizes. An Embed customer with 21 locations across the US saw an incredible 2839% increase in transaction value from October 2022 to January 2023 thanks to the Mobile Wallet. Meanwhile, a smaller FEC with six locations also saw a 431% increase in transaction value from July 2022 to January 2023.
“All our solutions are designed with operators in mind. So, the Mobile Wallet can be used by FECs of all sizes. We have customers on the Mobile Wallet ranging from a mom-and-pop shop to a multi-location titan like Dave & Buster’s. The results are equally phenomenal.”
Mobile Wallet drives operational efficiency
Choosing the Mobile Wallet also allows operators to be more efficient, adds Welsh:
“Think of how much manpower and costs operators can cut down with the Mobile Wallet: it frees up staff at the counter, eliminates coin or ticket jams that incur costs, and makes the guest experience more seamless. It reduces operating costs because there are no more coins, tickets, or cards to process and maintain.”
“In addition, it acts as an additional POS because guests can reload anytime, anywhere. This way, operators can also track spending and game data. They can use these to get insights to create effective promotions, driving return visits and loyalty. Because of its ease of use, the Mobile Wallet also encourages an increase in guest spending, as the above metrics show.”
Happy customers
Nickels and Dimes, a chain of FECs in the US, has been working with Embed since 2011. Talking about the operator’s experience, Vicky Peek, marketing director at Nickels & Dimes, says:
“I love how Embed has evolved, with the new technology, and the new bells and whistles that come along with that technology. Even during COVID, they helped us to learn how to do more with cards and do things remotely.”
During the pandemic and the social distancing challenges it presented, her team couldn’t wait to launch the Mobile Wallet, she says, explaining that: “Guests can have the freedom to start a game with their phone, they can reload from the phone…it’s not all touchy feely anymore.”
Commenting on the other Embed solutions that Nickels and Dimes uses, Peek adds:
“The exciting part was when we transitioned all our locations, with the exception of one, over to Toolkit. Reporting is a breeze now. It’s just an icon and a link, and we can pull instant reporting. The GM doesn’t have to walk out to a POS station. He can just log in anywhere and get the reporting that he needs.”
Working in partnership
Meanwhile, Apex Entertainment, which operates four FECs across Massachusetts, Virginia, and New York, has been with Embed since 2017. Marcus Kemblowski, COO of Apex Entertainment, says:
“[Embed] has really helped us work through some of the challenges that we experienced during the last couple of years and find ways to become innovative, with introducing Mobile Wallet and ways to grow our technology. That has made our business model more efficient and easy, for not only our staff but also guests. It’s been a great partnership that’s allowed us to stay innovative and ahead of the curve.”
He adds:
“One of the things that made us choose Embed in the very beginning was the ease of use for someone new in the industry, as well as the great reporting aspect. It gives you the ability to look at every aspect of your industry and make business decisions to be the most successful.”
Training and support
When a customer signs up for Mobile Wallet, Embed aims to enable and ease their journey. The company provides training and printed creative assets to help operators educate their staff and customers, to drive uptake.
“We offer refresher training and best practices training for customers who are on Mobile Wallet. That means they can maximise the potential of the solution and leverage the learnings from other Embed operators,” says Welsh. “Our free creative toolkit is also available for FECs who want to drive uptake of Mobile Wallet use among staff and guests. We can also have printed marketing collaterals ready-made and delivered.
“In terms of support, our team is available 24/7 via chat or call. We also have a smart knowledge base set up for our customers to see the full capabilities of the solutions they are using. They can simply access the Embed Help Centre for over 500 articles, user guides, videos, and training tutorials.”
Embed continues to innovate
Looking ahead at what’s next for Embed, Welsh talks about another innovation, STATS. The team launched this solution at IAAPA Expo 2022 in Orlando. STATS is a robust data and reports visualisation platform, designed to enable FECs to use data to derive insights for informed business decision-making. It was created to help operators improve the guest experience, boost operational efficiency, and optimise their income.
“STATS, the data visualisation dashboard we jointly developed with Amazon Web Services, is making its Asia debut at IAAPA Expo in Singapore. STATS is another SaaS solution designed to change the way FEC operators analyse reports and help them make informed business decisions on staffing levels, scheduling, revenue forecasting, and even inventory through real-time reports. Its in-depth, dynamic visualized data reporting is built with AWS’s global cloud infrastructure for accessibility, security, and low latency.
“We are expecting the same success metrics for STATS as we’ve seen for the Mobile Wallet.”
Meet the Embed team to learn more about Mobile Wallet, STATS, and more at the Saudi Entertainment and Amusement (SEA) Expo 2023. The firm will be at booth #1-E101 from 28 – 30 May. In June, the team will exhibit at IAAPA Expo Asia in Singapore and will be at booth #L1526.
