Euroslot caught up recently with Andrea Bisi, Sales Director (Europe, Middle East, Africa, Asia Pacific).
You’ve recently joined Embed Playsafe – what was it that attracted you to the company?
[AB] I have known the EMBED company and its President Mr. Adam Steinberg for a few years already, during my previous assignment at Brunswick Bowling Products.
They are an extremely well respected company, part of the larger LAI Group with a strong international connotation, an extremely interesting range of products, and a development and support structure designed to please any customer worldwide.
Can you give us an overview of your role, and your products?
[AB] EMBED Playsafe was looking to add more resources to the sales development in Europe, and also around the world, and I am very pleased to be part of this team. In my new position I have responsibility over all sales outside USA and South America. Our product range covers all the management needs for FEC and entertainment complexes, from Debit Card Systems, to redemption management, from data capturing and machine monitoring, to extensive capability in the marketing opportunities to end users.
Who are your products aimed at?
[AB] Our products are designed to enhance revenue opportunities and manage all areas of any type of Family Entertainment Centre, arcades, leisure and amusement industry, indoor or outdoor amusement parks, adult gaming centres, bowling centres, ice rinks, midway games, ticket redemption and admission control applications.
“Cashless” is clearly a key part of your business – what are the benefits to a business of doing away with cash?
[AB] Coming from the direct experience of our group’s 230 Timezone amusement facilities, we know how complicated, time consuming and ‘costly’ it is to handle cash (and/or tokens) at each individual player position. Concentrating all the cash transaction in a few (or one) point of sales is bringing a much higher level of control, eliminates the possibility for pilferage and human errors and tremendously saves on labour costs. But protecting potential loss is only one aspect of a well-designed card system: maximizing the marketing opportunities is the key benefit.
How important is rewarding player loyalty to operators in these tough economic times?
[AB] I believe it is critical, because in these difficult times, the disposable income of each individual is reduced, and we need to offer players the opportunity to receive the maximum value for their money and time. To achieve this, EMBED Playsafe designed a system to track a number of indicators to help operators to be closer to their customer, and reward players for their loyalty, ultimately securing more return visits, and increasing the number of new users.
And then of course there’s security – how do operators ensure that their systems remain secure?
[AB] Through many years of development Embed Systems have been built with security and system integrity as a key premise. Embed employs industry best practise for data handling and security and stands on its reputation for secure operations in more than 1000 customer locations worldwide. This includes over 200 of the LAI Group’s own operating locations. Security and system integrity are in fact strong reasons for many customers choice of Embed over other smaller and less sophisticated systems companies.
Looking at operations more generally – how can an operator ensure their operations are running at maximum efficiency?
[AB] The most important thing is to know and understand your business operations and customers in great deal. “Knowledge is power” as they say and Embed systems can provide detailed information on the operator’s business which can be used to measure and evaluate performance. Operators are able to look at the individual performance level of each aspect of the business in order to better tune their overall operation.
Finally – where do you see growth in the coming years?
[AB] Literally worldwide. We believe there are great opportunities for our systems not only in new expanding markets, but also in more established ones. Card Systems are not new but are getting more acceptance in recent years with application to the amusement industry, and the need for knowledge for operators in order to manage properly their business, be more professional and take sound decisions are values that are applicable everywhere. That is why EMBED Playsafe decided to invest in 4 direct regional offices (Perth-Australia, Dubai-UAE, Bath-UK, Dallas-Texas) to basically cover the whole world 24/7.
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