REVOLUTIONISING PLAY

Renee Welsh, CEO, Embed says how the brand's ecosystem leads FEC transformation in the Middle East

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You've recently relocated to Dubai to deepen Embed’s presence in the region. How has this move influenced your growth strategy for the Middle East and EMEA overall?

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.

At DEAL 2025, Embed showcased significant updates to the Embed Ecosystem. Which of these innovations do you believe will have the most immediate impact on FEC operators in this region?