Since embedded entity fields cannot be indexed, I see no difference between using an embedded entity and serializing an object to a text/blob (in whatever format I want). The only benefit I can think of is that using embedded entities I get out of the box consistent mapping with the low level API and frameworks such as Objectify. Is there anything I'm missing? I'm asking because I wanted to store an embedded entity in a way currently not supported by Objectify, and I'm trying to figure out if I should alter my classes to fit Objectify so I can use embedded entities or just serialize them as JSON.