Amber Lambert oversees North America Sales for Intercard, the leader in cashless technology for family entertainment centers and amusement venues. In this interview, Amber covers many of the benefits of going cashless - from increased guest spending, to tighter loss prevention controls, enhanced guest satisfaction, and greater marketing power. When venues switch to cashless, they often see an increase in spending upwards of 30-50% due to the ease of use, as well as guests feeling that they aren’t spending money at all. Operators can leverage this benefit by incorporating dynamic pricing into their structure, where arcade games can be priced higher during peak periods and then discounted during days and times of reduced business. Guests enjoy going cashless too, because the cards can accumulate all of their tickets digitally, which takes a lot of burden off the parents, not to mention the sustainability factor of having less paper. Employee theft tends to go down, because there are fewer opportunities to steal, and because of the data operators can collect from their guests, it allows them to keep the conversation going after a guest’s visit to market to them in the future. When discussing her guest experience philosophy, Amber shares that the mindset should always be that the answer’s yes… what’s the question?