Embed ecosystem leads Family Entertainment Centre (FEC) transformation in the Middle East

Relocating to Dubai is more than a geographic shift — it’s a strategic one. The Middle East is undergoing a phenomenal transformation in the FEC space, with regional giants like Magic Planet, Global Village, and new entries like Dave & Buster’s changing the game. My move, alongside our global leadership team, reflects our commitment to being embedded within the region we serve.

With this local presence, we’re more agile, better connected to our partners, and focused on driving hyper-local innovation at scale.

The strategy is clear: double down on customer proximity, deepen relationships with long-time partners, and future-proof their operations with the full power of the Embed Ecosystem. EMEA isn’t a satellite for us — it’s a core growth engine.

The integration between TOOLKIT POS and KIOSK+ is one of the most significant shifts. Operators now get real-time business visibility — from transactions to bookings — on a fully synced platform. That’s powerful for decision-making, operations, and guest flow.

Another game-changer is in-venue booking through the KIOSK+. Guests can reserve their activity slot while enjoying other areas of the venue, removing the need to queue at attractions. That means higher guest satisfaction and better spend per head. These innovations are designed with high-traffic, multi-attraction venues in mind — exactly what the Middle East FEC market is known for.

These partnerships are a cornerstone of the Embed Ecosystem’s performance and reliability. With Apple and Google, our Mobile Wallet became — and still remains — the only certified FEC digital solution of its kind. That’s helped operators increase reload values while meeting guest expectations for contactless convenience.

Our work with AWS is just as critical. It powers STATS, our business intelligence dashboard that helps operators access real-time data for revenue tracking, staff planning, and game performance. It also underpins our hybrid cloud architecture, giving operators peace of mind with on-premise continuity even during network outages. These collaborations are about future-proofing the entire FEC experience.

We’ve seen operators take full advantage of the re-themable UI on KIOSK+, aligning it with their brand identity and seasonal promotions. It’s not just about transactions anymore, it’s an experience layer. One of our pilot partners, Alley Cats Entertainment, reported a major boost in operational efficiency and guest satisfaction after integrating our latest POS updates.

With Surface Pro tablets running our POS, staff can move freely, process transactions anywhere in the venue, and engage with guests directly. That kind of flexibility was unthinkable in the past. The API allows operators to design their own ideal FEC journey — no more “one size fits all.”

We’re not just supporting them — we’re co-creating the future with them. These aren’t just customers, they’re partners in innovation. Dave & Buster’s multi-country expansion into KSA, the UAE, and Egypt is a perfect example of where our roadmap and their ambition align. The scalability, flexibility, and real-time insights of the Embed Ecosystem make it the ideal tech backbone for high-growth operators.

We’re also investing in free tools like GoTrain Express to help staff adopt Mobile Wallets faster, which we’ve seen boost reload values by up to 5x. Whether it’s enterprise-scale support or localised innovation, our positioning is clear: be the tech partner of choice for every stage of growth in the EMEA region.