Setting Industry Standards: Embed Named AAMA Supplier of the Year at Amusement Expo International 2025

Setting Industry Standards:
Embed Named AAMA Supplier of the Year at Amusement Expo International 2025

DALLAS, TEXAS, 25 March 2025: Embed, the world’s FEC tech partner of choice for the amusement, entertainment, and leisure industries, makes it big at the Amusement Expo International 2025 with a successful innovation launch and prestigious industry achievement.

Major AwardsEmbed is the AAMA Supplier of the Year Award winner, a testament to the company’s commitment to layering value for members of the Embed family through constant innovation of solutions FEC operators can trust and maximise to enable, empower, and ease their business of fun. “We are honoured to be recognised for this esteemed award. We are grateful beyond words to our partners and the members of the Embed family for making this possible!” says Sara Paz, CMO and Growth Officer at Embed.


In addition to this accolade, Embed’s customer, Alley Cats Entertainment, also won the AAMA FEC of the Year. Learn more here.

Booth Action
The launch of the Embed Ecosystem marked the beginning of a revolutionary breakthrough in integrated cashless payment systems. “We are thrilled with the high anticipation and incredible feedback we received for the exciting new updates we’ve added to our breakthrough innovations,” shares Renee Welsh, CEO at Embed.

Embed showcased the fresh updates to TOOLKIT’s POS component SALES and BOOKINGS, the end-to-end online reservation platform for FEC events, now powered up with an in-venue booking capability. Operators can now bring in the bookings and start accepting in-venue reservations for experiences and attractions with the latest BOOKINGS and KIOSK+ integration. 

Aside from this and along with its roster of integrated hardware and software solutions, the Embed team presented demos of the KIOSK+ updates, like its 27” full-screen experience, customisable API for UI re-theming, and game cards purchase with different reload values in a single transaction. A full screen, FULLER experience. Operators can showcase experiences and offers on full display in its 27-inch LCD touchscreen—the sleekest layout yet. Easy on the eyes, easier to show price and prize.​

International Women’s Month Celebration

To celebrate International Women’s Month, Embed honoured the women in tech by giving away exclusive Women@Embed pins. “Women drive innovation and inspiration across various disciplines and industries. It’s only fitting that we #ExpectHERinTech and ‘Accelerate Action’ to promote equal female representation everywhere,” says CEO Renee Welsh. The companies and organisations that participated include Coast-to-Coast Entertainment, Bay-Tek, Betson, TrainerTainment, AMOA, and AAMA, and RePlay magazine, among others.

What’s Next?
Catch the Embed team and the experience The Embed Ecosystem exactly how you like it at the Dubai Entertainment Amusement & Leisure (DEAL) Exhibition (8-10 April) & the Saudi Entertainment and Amusement (SEA) Expo (20-22 May).  For Embed’s full trade show schedule, click here.