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Embed solutions help Veltmeijer Group expand across Europe

Operator has opened 9 new locations over the past year, despite COVID-19

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Gamestate Mall of Netherlands

Embed, a leading worldwide supplier of point-of-sale and revenue management systems, has signed an exclusive three-year agreement with Veltmeijer Group in the Netherlands to open new amusement centres across Europe.

There are three brands under the umbrella of the Veltmeijer Group: Gamestate, Gametown and Gamecity arcade and Family Entertainment Centres. It now has more than 40 sites and 18 stores with Embed. Thanks to Embed’s cashless business solution, the company benefits from real-time visibility and control across its entire operation.

Game City Prague
Gamecity Praha

Thriving after COVID

The group expanding, despite the challenges presented by COVID-19, and opened nine new locations across Europe between February 2020 and March 2021. This includes Gamecity Praha in Hamleys, the largest toy store in Europe, in the Czech Republic and Gamestate, Mall of the Netherlands in Westfield, the Netherlands (pictured, top).

Veltmeijer Group was able to take advantage of the COVID-19 lockdowns in Europe by getting these new locations ready to open as soon as restrictions eased, in order to make the most of the pent-up demand for entertainment in those areas.

These new venues feature Embed’s award-winning smartTOUCH readers, which include a customised message that reads: “Please Clean This Game After Use”. Embed’s solutions help FECs to operate safely post-pandemic, allowing for touchless transactions. The company’s all-in-one KIOSK has a built-in server, so is always online. It also has a dual-card dispenser and automatically recycles game cards.

Veltmeijer Group PR Thumnail

Roger Tubée, CEO of Veltmeijer Group, says, “Despite the challenges that we face during the pandemic, we are fortunate we could proceed with our robust expansion plan across Europe. We are proud of our team’s effort and our collaboration with Embed to make all the opening of our new venues possible and seamless.

“We are pleased to have Embed’s cashless technology in our venues, especially now that cashless payment solution is rising as it ensures guests’ safety.

“Having the TOOLKIT system with the smartTOUCH game card readers and KIOSK helps us save time and increase our operational efficiency at our amusement centres. We are looking forward to our next site opening in France soon.”

Mobile Wallet

The group has also adopted Embed’s Mobile Wallet as an ideal hands-free solution in the wake of the pandemic. The company is currently giving away the Mobile Wallet for free as part of its COVID-19 Relief Act, including a Creative Marketing Toolkit to encourage guest adoption, with FEC t-shirts and instructions with dedicated FEC QR codes.

Gametown De Kempervennen Embed
Gametown De Kempervennen

“We are extremely proud and excited with all the recent openings of Gamestate, Gametown, and Gamecity Amusement Centres across Europe,” says Daniel Hudson, Global Head of Sales, Embed.

“The smooth and successful implementation of Embed integrated solutions at these respective sites is fundamentally due to the great collaboration we have with the Veltmeijer Group. We look forward to many years of fuelling fun in their venues, supporting them to improve and achieve success at every step, from their venue renovations to their ongoing expansion plans.”

Embed has launched several new initiatives in the wake of COVID-19, designed to help operators not only to recover but to thrive.

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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.

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