Embed sets the pace for the future of FEC in the UAE and beyond

As the Family Entertainment Center (FEC) industry evolves globally, few regions have emerged as definitive trendsetters like the UAE. A market known for its appetite for innovation, immersive guest experiences, and large-scale entertainment hubs, the UAE has become a proving ground for cutting-edge technologies — and Embed is right at the heart of it.

“The UAE isn’t just mature — it’s a benchmark for innovation in the global FEC space,” says Rob McMenamin, EMEA General Manager at Embed. “Operators here demand more than functionality; they’re looking for fluid, immersive, and tech-driven guest experiences. This appetite pushes us to constantly evolve.”

That evolution is on full display at DEAL 2025, where Embed is launching the Embed Ecosystem. The Embed Ecosystem is designed to redefine and elevate the way these interact and integrate with each other, enabling and empowering operators to create the ultimate cashless, cloud-based system that exceeds their business needs for a seamless guest experience,” Real-time innovation for real-time experiences

Among the most anticipated updates is the deeper integration between TOOLKIT POS component SALES and KIOSK+. This real-time sync means operators gain instant visibility across transactions, bookings, and guest movement, offering unprecedented control over their venue operations.

“This level of business visibility wasn’t possible before. Now, operators can make faster, smarter decisions — whether it’s staff deployment, guest flow, or upselling opportunities,” McMenamin explains.

Also debuting is in-venue booking through KIOSK+, allowing guests to reserve activity slots while exploring other parts of the venue. The result? Reduced queues, increased guest satisfaction, and better spend per head.

“These innovations are built with the high-traffic, multi-attraction nature of Middle Eastern FECs in mind,” McMenamin says. “They’re engineered for the scale and sophistication that’s unique to this region.”

Underpinning Embed’s capabilities are its strategic collaborations with global tech powerhouses. Partnerships with Apple and Google have enabled the creation of the only certified Mobile Wallet in the FEC industry — a solution that’s quickly becoming the gold standard for contactless engagement.

“Our Mobile Wallet wasn’t just a response to Covid — it’s a long-term leap into what guests now expect: convenience, speed, and digital integration,” says McMenamin. “It’s helped operators increase reload values and delight guests who are already living digital-first lives.”

On the infrastructure side, AWS powers STATS, Embed’s business intelligence dashboard. This real-time tool helps operators track revenue, manage staffing, and monitor game performance — all while ensuring operational continuity through hybrid cloud architecture.

“These aren’t just integrations; they’re future-proofing tools,” McMenamin notes. “Our work with AWS gives operators peace of mind. Even if the internet drops, their operations won’t.”

The true paradigm shift, however, lies in the flexibility of the Embed Ecosystem’s API-driven design. Operators now have the ability to tailor the user interface, functionality, and experience layer of their venues like never before.

One shining example is Alley Cats Entertainment, a pilot partner that embraced the re-themable UI on KIOSK+ and fully integrated the new POS features. The results were swift and measurable: streamlined operations, mobile transactions via Surface Pro tablets, and more meaningful guest interactions.

“With the API, we’ve moved away from a ‘one size fits all’ model. Now, operators can truly design their ideal FEC journey,” says McMenamin. “It’s about empowering them to create something that’s both operationally efficient and deeply engaging.”

As the Middle East continues its FEC boom, major players like Dave & Buster’s, Magic Planet, and Global Village are looking for technology partners who understand both the global landscape and local nuance. Embed is stepping into that role with confidence.

“We’re not just supporting these operators — we’re co-creating the future with them,” McMenamin asserts. “Dave & Buster’s expansion into KSA, UAE, and Egypt is a great example. Our roadmap aligns with their growth goals, and our platform delivers the flexibility and scalability they need.”

To ensure seamless adoption, Embed is also rolling out free tools like GoTrain Express, which accelerates staff training for Mobile Wallets — a tool that has been shown to increase reload values by up to five times.

“It’s all part of our broader commitment to be the tech partner of choice throughout the EMEA region,” McMenamin adds. “From enterprise-level deployments to localised innovations, we’re here for every stage of the journey.”

As DEAL 2025 highlights the future of entertainment technology, Embed’s message is clear: innovation isn’t a destination — it’s an ongoing collaboration.

“In a market like the UAE, you can’t afford to stand still,” McMenamin says. “The future is being written right here, and Embed is proud to be one of the architects.”

With its powerful ecosystem, deep partnerships, and relentless focus on guest experience, Embed isn’t just keeping up with the pace of change — it’s setting it.