Skip to main content

Embed celebrates successful SEA Expo and prepares for IAAPA Expo Europe

Embed at SEA 2021

Embed, a leading worldwide supplier of point-of-sale and revenue management systems, recently exhibited at the Saudi Entertainment and Amusement (SEA) Show in Riyadh, where the team showcased the award-winning Mobile Wallet, as well as several of its other innovations.

“The KSA is a key market for us and is at the heart of our strategy for the Middle East and North Africa region,” says Renee Welsh, CEO, Solutions Group. “Saudi Arabia is the cultural and economic powerhouse in the region and we give it our unlimited attention.

“With the future economic diversification plan for the country under His Highness the Crown Prince of Saudi Arabia’s Vision 2030, Embed is committed to be a part of this wonderful journey, offering various transformative initiatives to support the industry as well as empowering and facilitating business in the entertainment sector for our clients.”

Showcasing the Mobile Wallet and more

SEA Show 2021 - Embed Booth
Embed Mavericks from NASA region in action with trade show participants

Attendees at SEA 2021 could experience demonstrations of the Mobile Wallet, which allows customers to use their phones to play games and control their spending, as well as helping operators establish a COVID-19 safe, contactless environment. Embed is currently giving the product away for free to all FEC business owners in order to support a strong recovery in the sector.

Currently, the company is the only FEC business solutions provider to gain compliance approval from Google and Apple for its Mobile Wallet, as well as the integrated cloud-based software
solution TOOLKIT and its wearables and game cards.

Embed is a globally-minded company, working to elevate and grow the entertainment industry around the world. As such, members of its sales team travelled from the US and joined the regional sales team in meeting participants at the trade show, showcasing its commitment to and strong relationship with the Middle East.

Technology transforms the FEC sector

During the event, Embed also took part in the SEA Show conference. In association with MENALAC, John Keys, the company’s Strategic Account Manager from the NASA region, joined other experts to discuss how technology is changing the face of the industry, for instance, contactless payments and cashless solutions. In addition, he moderated a panel on active entertainment.

SEA 2021_John Keys_Embed
Strategic Account Manager to NASA John Keys (seated left) among other panellists at the SEA Show Summit

“We had a panel of 6 people who brought a wealth of information,” says Keys. “There was great excitement in talking about moving from regular entertainment to active entertainment where people get to share experiences as a family.”

During SEA 2021, the team was invited by Al Hokair to attend its networking event, where they were able to meet friends, partners and key business leaders from across the sector in Saudi Arabia.

Following this successful event, Embed will also be exhibiting at IAAPA Expo Europe which takes place in Barcelona from 28 – 30 September. Attendees can find the team at booth #2-770, where they will be showcasing the Mobile Wallet, TOOLKIT and more. To schedule a meeting, please click here.


Embed celebrated its 20th-anniversary last month, with a virtual gallery of innovation and the extension of its free Mobile Wallet offer. It has also launched some limited edition anniversary-themed game cards.

Share this
charlotte coates

Charlotte Coates

Charlotte Coates is blooloop's editor. She is from Brighton, UK and previously worked as a librarian. She has a strong interest in arts, culture and information and graduated from the University of Sussex with a degree in English Literature. Charlotte can usually be found either with her head in a book or planning her next travel adventure.

More from this author

Companies featured in this post

More from this author

Related content

Your web browser is out of date. Update your browser for more security, speed and the best experience on this site.

Find out how to update