Article
Trends in casino digital signage
Two experts discuss how digital signage is changing gaming.
June 1, 2008
When most people hear the term digital signage in Las Vegas, their minds automatically go to the large, dynamic LED signs that light up the Strip. However, some of the most significant signage is that placed inside the casinos.
Digital signage screens have begun to infiltrate hotels and casino floors in the forms of wayfinding signage, progressive slot machine signs and digital promotional posters. On top of that, the hotel/casinos themselves are constantly experimenting with new applications.
What innovations are on the horizon? from Brent Brown, VP, IBS/Path 411 |
-More integration with gaming vendors and their software -Moving the experience from the individual slot machine screen to larger group environments -Full 1080p or 2160p resolution content -Direct contact with the guest both at slot machines and at table games -RFID within regulated games |
DST: How can hotels and casinos use their signage networks to generate extra revenue from guests?
Topel: Mostly by marketing events, specials and shows that will keep casino customers on the premises. The longer they are there, the more money they will spend.
Brown: Extra revenue can be derived by specifically driving guests to areas that they may not be aware of, such as casual dining, buffet, entertainment venues, attractions or a showroom.
DST: What are the current trends in the gaming industry involving digital signage?
Topel: Integrated signs with built-in computers are new on casino floors. These are most useful for wireless kiosk applications where you might move them around and so you don't have to worry about VGA wiring.
Brown: Digital signage is moving closer to the guests. Digital signage is found at the slot machine, on the slot machine, on the ends of slot machines, on top of slot machines and within slot areas promoting slot machines or slot machine winners.
DST: What are the regulatory requirements for digital signage within the casino environment?
Brown: Nevada has explicitly waived requirements for digital signage to be regulated. All other U.S. jurisdictions have compliance requirements, most have to be GLI (Gaming Laboratories International) certified. For systems to become compliant they have to be submitted by a company that has a gaming license in the first place. All signage vendors have this.
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DST: How do you measure if digital signage is a winning strategy in a casino?
Brown: Create promotions that only run on the screens where people have to go to some specific location to participate, like a player's club room. Then you will know that the people that show up at that location are doing so because they saw it on the screen.
DST: Off the casino floor, what applications work well with digital signage?
Topel: Marketing, marketing, marketing. Promote player's clubs, restaurants and hotel promotions. Digital signage can also serve as wayfinding tool.
Brown: Much like other industries, off the floor can incorporate BOH (back of house) to include HR bulletin boards and employee dining room daily menus. Hotel lobbies and their associated meeting rooms have also worked very well.
DST: What are some effective gaming signage deployments here in Las Vegas (or anywhere else for that matter)?
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IBS digital signage at the World Market Center, Las Vegas. |
Topel: End-cap displays on slot banks are the next biggest spot to expand. We have all seen deployments of signage above the banks, and for years promoting progressive jackpots using older technology, but now its time to move digital signage into any area that currently has static posters. The price of these displays has come down enough to make economic sense.
DST: How do you see multi-touch innovations like Microsoft Surface playing a role in the gaming industry?
Topel: I don't.
Brown: The gaming industry has long adopted the Elo, 3M Touch Systems or the like. As gaming has moved quickly from the traditional "three reels cherrys" or 777 mechanical reel slot games, you will see the gaming manufacturers incorporate many different methods to continue to entertain the guests while they are playing. The longer the guest plays a gambling game or device, the more the house wins. Bonus rounds selectable by the user, sound and full motion video and other technological advancements such as Microsoft Surface, will always be quickly converted to the gaming industry as guests require new ways of playing and slot manufacturers compete against a growing industry competing for the discretionary dollar.
DST: Behind the screens, what are the advantages to having digital signage integrated with the existing network?
Topel: Generally, this network already exists and is already secured so it's easy to use and cuts down on new installation costs. Also if there are multiple sites to the company, it's natural to use their network since it already securely spans the properties.
DST: What are some techniques for branding the signs for the casino and maintaining a constant experience?
Brown: Branding is accomplished by building a common theme and messages. Casinos are famous for being planned with a specific theme. Enclosures surrounding screens that protect the screen also can be designed to support the brand or theme thereby reinforcing the guest experience.
Topel: It's very important to be sure that the look of all the presentations on the signage have consistency and reflect the overall colors, background and other key elements of the casino's brand. This is best done when the casino has an internal marketing and graphics department. Then there is continuity of design and a thorough presentation philosophy.
Photo courtesy of IBS andMagenta Research.
