Embed
Embed provides integrated cashless payment hardware (smartTOUCH readers, kiosks, wearables) and TOOLKIT software to family entertainment centers, arcades, bowling centers, cinemas, and amusement venues globally, including the only Apple- and Google-certified mobile wallet in the FEC industry.
- Company typePrivate
- Founded2001
- HeadquartersCarrollton, United States
- Headcount101–250
- GTM typeB2B
- OfferingSoftware
What Embed does
Embed is a private global technology company providing an integrated cashless payment and venue-management ecosystem for family entertainment centers (FECs), arcades, bowling centers, cinemas, amusement parks, eatertainment venues, and route operators. The company's stack combines purpose-built hardware — smartTOUCH+ card readers, KIOSK+ self-service kiosks, and Playwave-powered RFID game cards and wearables — with the TOOLKIT software platform, whose Core Bundle includes Mobile Wallet, SALES POS, PRIZES redemption, and REPORTS, plus Pro Add-ons for BOOKINGS, STATS analytics, and Central Games Management (CGM). Embed's Mobile Wallet, launched in 2019, is described as the only Apple- and Google-certified mobile payment solution in the FEC industry, marking a standards-level differentiator.
Commercially, Embed monetizes through a blended hardware-plus-software model: hardware sales of readers, kiosks, and wearables form the install-base foundation, while recurring TOOLKIT software subscriptions, eSHOP parts commerce, and professional services (Success Squad, GoTrain training, payment-gateway consulting) layer on top. Pricing is quote-based and not publicly disclosed. Go-to-market is sales-led with a global distributor channel — Bandai Namco Europe (UK/Ireland exclusive), Betson (US national distributor), Player One Amusement Group, Alpha-Omega, and Shaffer Distributing — supported by direct enterprise engagement through website demos and quote requests, plus IAAPA/AAMA/AMOA-aligned trade-show activity.
Embed is privately held with two principal legal entities (Embed International Pty. Ltd. in Australia and Embed Singapore Pte. Ltd., the latter affiliated with parent Helix Leisure in Singapore) and offices across Carrollton (US), Dubai, London, Amsterdam, Sydney, and Auckland. The company employs 101–250 staff, is led by CEO Renee Welsh, CTO Andy Welsh, and CMO Sara Paz, and counts 65+ named enterprise customers including Dave & Buster's, Six Flags, Cineplex, Andretti, Alshaya Group, and TEEG (300+ locations, 100M+ annual guests) — a footprint pointing to a niche, vertically-specialized vertical-SaaS-plus-hardware business with concentrated distribution advantages rather than mass-market horizontal reach.
Embed firmographics
Firmographics- Name
- Embed
- Legal name
- Embed International Pty. Ltd.
- Website
- https://embedcard.com
- Company type
- Private
- Founded year
- 2001
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Embed provides integrated cashless payment hardware (smartTOUCH readers, kiosks, wearables) and TOOLKIT software to family entertainment centers, arcades, bowling centers, cinemas, and amusement venues globally, including the only Apple- and Google-certified mobile wallet in the FEC industry.
- Ownership category
- akta.pro rank
Embed industry classification
Industry- Product category
- Cashless Payment Systems for Amusement Venues
- NAICS
- Amusement Arcades (713120), Amusement Parks and Arcades (7131)
- SIC
- Services-Amusement & Recreation Services (7900), Services-Miscellaneous Amusement & Recreation (7990)
- akta.pro primary industry
- Fan Engagement & Onsite Technology (RFID, Cashless, Apps) (MPAGAAAL)
- akta.pro secondary industries
- Embedded Payments (Pay-ins, Pay-outs, Wallets) (FSAGALAB), Embedded Wallets (Platforms & Marketplaces) (FSAMAEAM), E-Wallets & Stored-Value Accounts for Gaming (MPAEALAD)
Keywords
Where Embed is headquartered
LocationHeadquarters
- HQ city
- Carrollton
- HQ country
- United States
- HQ region
- North America
Offices6 records
Markets served
Embed business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Supply Chain, Operations, Infrastructure, Marketing or Sales
Revenue model
- Hardware Sales: Sale of smartTOUCH card readers, KIOSK+ self-service kiosks, game cards, and RFID wearables (wristbands, custom cards). Hardware forms the foundation of the cashless payment ecosystem.
- Software Subscriptions (TOOLKIT): TOOLKIT platform with Core Bundle (Mobile Wallet, SALES, PRIZES, REPORTS) and Pro Add-ons (BOOKINGS, STATS, CGM) provided as integrated software solutions.
- Parts and Accessories (eSHOP): Online parts purchasing portal for readers, kiosks, adapters, brackets, scanners, and hardware add-ons. DIY online ordering from selection to payment.
- Professional Services: Installation, training, payment gateway consulting, and customer success programs including GoTrain training platform and Success Squad support.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Free Payment Gateway Rate Analysis |
Go-to-market motion2 records
Distribution channels9 records
Marketing channels6 records
Embed product offering
Product offeringCore offering
Embed provides an integrated cashless payment ecosystem for family entertainment centers, arcades, and amusement venues, combining proprietary hardware (smartTOUCH and smartTOUCH+ arcade card readers, KIOSK+ self-service kiosks, and Playwave-powered RFID game cards and wearables) with the TOOLKIT software platform that delivers mobile wallet payments, point-of-sale, prize redemption, reporting, bookings, analytics, and centralized games management for FEC operators globally.
Product overview
Embed is a global technology company providing an integrated cashless payment ecosystem (EMBED ECOSYSTEM) for family entertainment centres and attractions. The platform operates on a unified platform-plus-modules architecture combining hardware solutions (smartTOUCH+ card readers, KIOSK+ self-service kiosks, and Playwave-powered game cards & wearables) with the TOOLKIT software platform. TOOLKIT's Core Bundle includes Mobile Wallet, SALES POS, PRIZES redemption, and REPORTS modules, with Pro Add-ons including BOOKINGS, STATS (AWS-powered analytics), and Central Games Management (CGM) for multi-location operators. Additional services include eSHOP for parts procurement, Success Squad support, and GoTrain training. The system serves six key industries: Family Entertainment Centres & Arcades, Amusement Parks & Indoor Parks, Bowling Centres, Cinemas, Eatertainment, and Route Operators.
Differentiator
Problem solved
Functional benefit
Brands
- TOOLKIT: Integrated software platform for FEC operations including Mobile Wallet, SALES, PRIZES, REPORTS, BOOKINGS, STATS, and Central Games Management modules.
- smartTOUCH
- KIOSK+
- Mobile Wallet
- Success Squad
- GoTrain
Products and services
- smartTOUCH / smartTOUCH+ Arcade Card Readers Proprietary tap, swipe, or hybrid cashless card readers deployed at individual arcade games; enable quick reloads, non-stop play, and real-time tracking for FEC, arcade, and amusement operators.
- KIOSK / KIOSK+ Self-Service Kiosks 27-inch modular touchscreen self-service kiosks that let guests register, load credits, purchase cards, and trigger upsells without staff assistance, enabling 24/7 unmanned FEC operations and capturing 50-60% of play value sold via kiosks at some sites.
- Game Cards & Wearables Custom branded game cards and RFID wristbands powered by Playwave contactless technology that act as venue currency and loyalty identifiers, supporting tap-to-play, multi-location spend, and customer engagement across FEC chains.
- TOOLKIT Software Platform End-to-end FEC management software sold with a Core Bundle (Mobile Wallet, SALES POS, PRIZES redemption, REPORTS) and Pro Add-ons (BOOKINGS, STATS, Central Games Management) that gives operators real-time analytics over 102+ data points, prize and e-ticket inventory management, and multi-location configuration control.
- eSHOP Parts and Accessories Portal Online self-serve storefront selling Embed reader parts, kiosks, adapters, brackets, scanners, hardware add-ons, and replacement game cards via a three-step order flow for registered operators.
- Success Squad Customer Success Services Subscription customer success and support program that provides Embed operators with 24/7 live chat, email, telephone support across global regional offices, and access to a Help Centre with 650+ articles and user guides.
Quantifiable outcome
- Revenue increases of 50-60% for arcade operators transitioning from coins to cashless
- +7 more outcomes
Companies that use Embed
Customer profileNamed customers10 records
Segments6 records
Ideal customer profiles3 records
Embed technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration7 records
AI capability1 record
Feature5 records
Embed partnerships and signals
Strategic signalPartnerships
17 partnerships are on record, tiered core and minor.
- Bandai Namco EuropecoreBandai Namco Amusement Europe Ltd serves as Embed's exclusive distributor for the UK and Ireland, representing Embed's full line of revenue management solutions across their market territory.
- BetsoncoreNational Distributor for the Amusement & Coin-op Industry in the United States, distributing Embed's cashless payment solutions to FEC operators nationwide.
- Player One Amusement GroupcoreFull-line Distributor for the Amusement & Coin-Op Industry, providing national distribution coverage for Embed's product range.
- Alpha-Omega Amusement and SalesminorNational Sales and Operation of Amusement Equipment, providing distribution for Embed solutions in their market.
- Shaffer DistributingminorDistribution partner for amusement equipment industry providing market coverage for Embed's solutions.
- Global Payments IntegratedcoreFinancial technology services via payment processing integration, enabling secure payment processing across Embed's cashless ecosystem.
- AprivacoreProprietary-built platform allowing expansion and branding of omnichannel payment ecosystems across attended and mobile points of sale, self-service, loyalty and rewards.
- Brunswick BowlingcoreLeading manufacturer of high-performance bowling balls, equipment, and innovative technology. Embed integrates with Brunswick systems for bowling center operations.
- Qubica BowlingcoreLeading innovator providing modernizing and enhancing global bowling entertainment experiences and products. Embed integrates with Qubica AMF systems for bowling center management.
- Bonita MarieminorRedemption merchandise supplier providing prize inventory for the redemption system.
- Redemption PlusminorRedemption merchandise, counter-sets, and DPL (Digital Packing List) solutions integrated with the PRIZES redemption system.
- AAMAminorAmerican Amusement Machine Association - industry association supporting the coin-op and amusement industry.
- AMOAminorAmusement and Music Operators Association - industry association for FEC and amusement operators.
- IAAPAminorInternational Association of Amusement Parks and Attractions - global industry association for attractions and entertainment venues.
- IAAPIminorIndian Association of Amusement Parks & Industries - regional industry association for the Indian market.
- FEC NetherlandsminorFEC Netherlands Association - regional industry association supporting family entertainment center operators in the Netherlands.
- MENALACminorMiddle East and North Africa Leisure & Attractions Council - regional industry association for the MENA region.
Scale indicators10 records
Recent moves6 records
Expansion highlights6 records
Embed competitors and assessment
Company assessmentBroad incumbents
- Toast: Toast is a leading restaurant POS and payments platform that has been expanding into entertainment venues including FECs. It is a well-funded incumbent with the scale to bundle arcade and entertainment features into its broader SaaS suite.
- Nayax: Nayax is a global unattended payments and cashless solutions provider for vending, amusement, and self-service machines. It competes with Embed at the payment terminal layer and serves adjacent unattended-payment verticals at scale.
- Cantaloupe Inc. Cantaloupe (formerly USA Technologies) provides cashless payment solutions for unattended retail, including amusement and vending. It overlaps with Embed at the unattended-payments layer and competes for the same operator wallet.
Others
- Apriva: Apriva is a payment processing and gateway platform that Embed integrates with for unattended and mobile POS in the FEC ecosystem. It is an enabling partner but also a competitive threat if it expands into higher-value arcade-specific software.
Direct peers
- Sacoa Cashless Solutions: Sacoa is one of Embed's closest direct competitors, providing cashless debit card systems, kiosks, and management software specifically for family entertainment centers and arcades. Competes head-to-head for the same enterprise FEC customers in the Americas and beyond.
- Semnox Solutions: Semnox provides an end-to-end FEC and amusement management platform that includes cashless payments, POS, RFID cards, and analytics. It is a global direct competitor with strong traction in emerging markets and a software-led model.
- Intercard Technologies: Intercard offers cashless payment and management systems for arcades and amusement venues, including card readers, kiosks, and online recharge. Like Embed, it targets FECs and arcades with a fully integrated hardware-plus-software stack.
Emerging players
- QubicaAMF: QubicaAMF is a leading bowling equipment and scoring systems provider that Embed integrates with for bowling center operations. It competes at the intersection of bowling and cashless play, and is one of Embed's named core technology partners.
- Brunswick Bowling: Brunswick is a major bowling equipment manufacturer whose lane management systems Embed integrates with. As a partner it extends Embed into bowling venues, but Brunswick could also expand its own cashless/POS offerings into adjacent FEC areas.
- ROLLER Software: ROLLER provides a venue management platform for leisure and entertainment operators including ticketing, POS, and membership. It is a software-focused competitor expanding into the same end markets Embed serves, with a growing global footprint.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
Embed social profiles
Digital presenceEmbed financial estimates
Financial estimateRevenue estimate
Valuation estimate
Embed leadership team
Management profileNumber of profiles
Profiles3 records
Embed funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Embed M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Embed
What does Embed do?
Embed provides an integrated cashless payment ecosystem for family entertainment centers, arcades, and amusement venues, combining proprietary hardware (smartTOUCH and smartTOUCH+ arcade card readers, KIOSK+ self-service kiosks, and Playwave-powered RFID game cards and wearables) with the TOOLKIT software platform that delivers mobile wallet payments, point-of-sale, prize redemption, reporting, bookings, analytics, and centralized games management for FEC operators globally.
Is Embed a public or private company?
Embed is a private company. It is classified as unknown and is currently operating.
When was Embed founded?
Embed was founded in 2001. It employs 101 to 250 people.
Where is Embed based?
Embed is headquartered in Carrollton, United States, in the North America region.
How does Embed make money?
Four revenue lines are on record. Hardware Sales are the primary driver. The others are software Subscriptions (TOOLKIT), parts and Accessories (eSHOP) and professional Services.
Who are Embed's main competitors?
Broad incumbents on record are Toast, Nayax and Cantaloupe Inc.. Apriva is listed as an others. Direct peers are Sacoa Cashless Solutions, Semnox Solutions and Intercard Technologies. Emerging players are QubicaAMF, Brunswick Bowling and ROLLER Software.
Does Embed have an API?
No public API is recorded for Embed.
What industry is Embed in?
Embed's product category is Cashless Payment Systems for Amusement Venues. Its primary akta.pro industry code is MPAGAAAL, Fan Engagement & Onsite Technology (RFID, Cashless, Apps), with a secondary code of FSAGALAB, Embedded Payments (Pay-ins, Pay-outs, Wallets). Its NAICS code is 713120 and its SIC code is 7900.