Tap. Repeat. Reload. That, in a nutshell, is how Embed’s Mobile Wallet helps businesses transform the way they deal with customers in the amusement, entertainment and leisure industries.
A virtual game card that can be added to Apple Wallet and Google Pay, the Mobile Wallet means guests no longer have to stand in line at the kiosk, cashier or balance-check machines.
It’s no secret that guests, especially today’s millennial kind, have little or no patience for wasting time standing in line. The immediacy of reloading virtual game cards not only appeals to the instant generation, better known as Gen Z, but also equals greater revenue, less manpower, less hardware costs and greater profit.
“This breakthrough enables any business currently using the Embed Toolkit system to simply add the Mobile Wallet module to their existing business solution and offering it to their customers,” Renee Welsh tells CEO Middle East.
Cashless
The Embed CEO says going cashless has become crucial to customer retention and Embed’s Mobile Wallet, part of its Mobile Portal module, is simple and convenient for guests to use because it is completely cloud-based and enables operators to bundle offers, drive repeat visits and improve customer loyalty.
The Toolkit includes kiosks, game cards, smartTOUCH readers and a range of business solutions.
With Embed’s platform, a business has real-time visibility and control across its entire operation from guest party-planning and bookings via mobile to integrated point-of-sales, including bundles and up-sell packages, a full range of games management, real-time prize inventory, game card kiosks and so much more.
In November, Embed said in a press statement that it signed an exclusive three-year partnership with US-based Shaffer Entertainment to transform its coin-operated arcades to cashless systems. Shaffer, a provider of currency-operated games, jukeboxes, and ATMs, currently manages over 50 locations installed with Embed’s technology.
Operators at these facilities no longer have to worry about coin jams or lengthy service calls, the statement said, enabling business owners to achieve greater operational efficiency while reducing costs and increasing profitability.
Shaffer added that they also decided to implement the Embed System after realising their centres were hosting a lot of parties, and they were floating an accounting security risk by continuing to use coin operated games. The company said in a statement that it witnessed a 70 percent reduction in service calls by implementing the Embed System and moving away from tickets, tokens, change and coin-accepting machines.
“Our ‘customer first’ approach focuses on solutions that enable the optimum guest experience and it’s the driver behind our efforts,” Welsh explains. “We know consumers don’t want to use cash, or fumble with tokens, they pervasively use their Mobile Wallet to pay for everything – millennials being the largest demographic and growing uptake across all demographics – because it guarantees convenience, speed, and security.”
Drive operational efficiency
Closer to home, Embed is also part of the 24th season of Global Village in Dubai. The multicultural festival park, which reopened its doors in October, features a 40 new smartTOUCH readers in addition to the existing 300 smartTOUCH readers to support the site’s huge infrastructure enhancements and enhance guests’ experience.
The destination is packed with attractions and games for kids, families and thrill seekers, and also features internationally-themed markets, unique food and beverage concepts with over 150 dining outlets and 26 shopping pavilions showcasing unique cultures from 78 countries. Embed said in statement that the upgrade is geared to help the Global Village team drive operational efficiency across the huge park and increase their card sales revenue and profit this season.
Transforming the business of fun since 2001, Welsh says Embed is the first to go-to-market with the Mobile Wallet. It has the exact same functionality as the game card, but sits in the guest’s mobile wallet, enabling guests to tap and reload without leaving the game, while operators drive return visits and get to know customer behaviour, usage and spend habits.
“Working on a new product module for our existing Toolkit system that enables existing Embed customers’ to offer their guests the ability to register the game card in the operator’s Mobile Portal, [which is] part of the Embed solution, and the option to add the game card to their mobile wallet is a win-win for the operator and their guests,” Welsh explains.
“This development and offer make Embed the only non-banking finance-payment or loyalty-card business and brand card that sits in the mobile wallet.”
Customers can purchase and register the physical game card in the Mobile Portal at a kiosk or online. The portal shows users a virtual card featuring their card balance with an option to add the virtual card to the Mobile Wallet.
Users can also redeem prizes for the games they win from their wallet. Most importantly, game card related information is protected by advanced security and encrypted mobile technology, so neither guests not operators have to deal with lost game cards any more.
Loyalty strategies
Welsh, who is the co-creator of award-winning ticketing and booking management platform Booking Boss, says retention and loyalty strategies are an integral part of a business’s success plan.
Booking Boss was sold to Helix Leisure in 2017. In 2018 she became CEO of Solutions Group, where she is now responsible for two of Helix’s companies – Booking Boss and Embed.
With over 1,000 customers and more than 3,000 installations around the world, Embed has also been working on further redefining the ‘game card’ by combining fashion and textile design, with various materials and technology to reimagine wearables that drive return visits and customer loyalty.
The company said in a statement that its new collection includes a variety of wristbands in various fabrics and materials, game cards and lanyards, calling its series “unlike anything currently in the industry”.
“We’ve been in the design lab working on these for some time,” Welsh shares, adding that the focus is on designing the type of wearable media users want to keep, collect and reuse.
“This ultimately drives repeat business for our Embed customer, which gives them an edge over their competition, strengthening their business. Ultimately, these design innovations are about elevating the entire media category in this industry.”