Leisure & Allied Industries has announced a major reorganisation that will see Embed, LAI Games, and The Locker Network combined under a new umbrella company, Helix Leisure.

This combination will allow the Dallas-headquartered Helix Leisure companies to leverage their combined strengths and global reach, and a seamlessly integrated product offering, while preserving each of the individual brands.

"As out-of-home entertainment venues evolve towards delivering more sophisticated and spectacular experiences, Helix Leisure is uniquely positioned to fulfil the needs of operators in matching the high expectations of today's consumers," the group stated.

The company has a network of six full offices worldwide to provide in-region support and a comprehensive offering of cashless debit card systems, POS and redemption solutions, customer loyalty, booking and ticketing, electronic locker operations, and a full range of amusement and prize-vending machines.

Each of the individual companies will continue trading under their current brand names and retain dedicated and focused R&D teams.

Following the reorganisation, Leisure & Allied Industries will operate two fully independent divisions: its leading FEC chain, Timezone, and the Helix Leisure group. Current CEO of LAI Games and The Locker Network, Theo Sanders, will assume the role of CEO of Helix Leisure.

Adam Steinberg, executive director of Leisure & Allied Industries said: "In our increasingly connected world, there is a greater expectation for a seamless user experience.

"We feel that combining the LAI Group businesses that deliver products, services, and systems to the industry will enable us to create even greater value and meet those expectations."