The most prestigious site for amusement centre debit card systems supplier Embed, is the subject of a deal just concluded with Majid Al Futtaim Group, more simply known as MAF, the operators of Magic Planet locations in the Middle East.
Under the agreement, the Embed debit card and point of sale system will be installed through the MAF chain of FECs. Magic Planet is the premier operator of this type of location in shopping malls in the United Arab Emirates, Oman and Egypt and now plans to spread to Bahrain and Kuwait.
Typical Magic Planet locations include hundreds of amusement devices and redemption games, as well as indoor rides and attractions. The MAF locations are switching to Embed after an extensive tender and evaluation process, said general manager Silvio Liedtke.
“The Embed system has proven itself as the market leader with other major chain operators around the world and has superior features and functionality required for a large-scale entertainment centre operation. Additionally, Embed can provide us with a high level of both technical and operational support and has demonstrated its commitment to add value to our business.”
Embed Middle East general manager Luke McKimmie worked with Embed chief executive officer Adam Steinberg to conclude the deal with Magic Planet and will lead the Embed team, which will support the MAF Middle East chain. Embed has opened a dedicated office in the UAE to support Magic Planet and other customers in the region.
The Embed system was due to begin operations in MAF locations at the end of September and continue through 10 locations over the next six months.
