Bandai Namco Amusement Europe is updating the branding across its UK family entertainment centres, returning the historic Namco name to the forefront of its venue estate.
The initiative combines a visual rebrand with physical venue updates, alongside broader technology and digital infrastructure rollouts.
The rebrand aims to align the company’s UK locations more closely with its brand identity in Japan, establishing a cohesive visual look across international markets. Implementation will take place across UK sites over the coming months, starting with the flagship location at the Trafford Centre. Visitors can expect refreshed interior designs, updated venue signage, and revised visual branding elements.
Parallel to the physical venue updates, a redesigned website is scheduled to go live in the coming weeks. The digital platform incorporates a bespoke booking system tailored to individual locations, enabling guests to view venue-specific information, book parties online, reserve activities, and purchase gift cards through a streamlined process.
Speaking on the brand rollout, Rob Cook, Location-based Operations Director at Bandai Namco Amusement Europe, said: “The Namco name has been synonymous with great entertainment for generations, and we’re proud to be bringing it back to the forefront of our UK family entertainment centres.
“This is about celebrating our heritage while investing in the future. From our refreshed venue to our new website, every element has been designed to make it easier for customers to discover what we offer, plan their visit and create memorable experiences with family and friends. ‘Fun for All into the Future’ is more than our purpose; it reflects our commitment to continually evolve our entertainment experiences while ensuring every guest leaves with lasting memories.”
Cashless upgrades
Alongside the visual rebrand, Bandai Namco is updating operational systems across its venues. As part of this wider technology initiative, the Namco Funscape site in Tamworth has become the first UK location to integrate a complete suite of Embed cashless card systems.
The Tamworth upgrade features smartTOUCH+ readers fitted with 5G connectivity, 3.5-inch colour display screens, and upgraded audio speakers. The card readers support Mobile Wallet transactions, allowing guests to tap and play directly using mobile phones while also serving as balance check stations. For venue staff, the cashless readers eliminate manual coin handling, reducing maintenance downtime associated with coin jams.
The Tamworth installation also introduces KIOSK+, Embed’s self-service kiosk designed for card registration, credit loading, and promotional upsells. Featuring a compact physical footprint, the kiosk integrates with venue booking software to allow guests to buy access to rides and attractions without staff intervention.
Reflecting on the system rollout at Tamworth, Cook noted: “Introducing Embed’s full suite of upgrades at Namco Funscape Tamworth marks an important step in our ongoing investment in smarter, more seamless guest experiences. The new smartTOUCH+ readers and KIOSK+ solutions make it easier for visitors to get straight into the fun, while giving our teams faster, more reliable tools to support day-to-day operations.”
Rob McMenamin, General Manager EMEA at Embed, added: “We are delighted to see Namco Funscape Tamworth go live with Embed’s latest technology, including our smartTOUCH+ and KIOSK+ solutions. Putting the newest tools in operators’ hands, designed for speed, reliability, and a seamless guest experience, is exactly what this partnership with Bandai Namco is about. Tamworth is a great example of how the right technology elevates a venue’s operations, and we’re proud to support the Namco estate as it continues to evolve.”
The hardware installation at Tamworth forms part of a broader series of planned upgrades across Bandai Namco’s UK estate, with additional venue developments scheduled for announcement throughout 2026.
Bandai Namco Amusement Europe Limited and Embed will both be exhibiting at IAAPA Expo Europe, taking place later this September in London.
