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Vegas tabletop digital signs also monitor games, efficiency
The VisuaLimits tabletop digital signage displays have been deployed in Las Vegas casinos, where they offer yet another potential revenue stream while also monitoring games and dealers.
August 2, 2010 by Christopher Hall — w, t
A company with a history in out-of-home advertising has started moving into the digital-out-of-home space in a big, little way.
Vector Media, which has in the past been more known for bus wraps and billboards, has had a big rollout of more than 500 very little digital signage screens in casinos across Las Vegas, with its new VisuaLimits Digital Casino Advertising network.
The VisuaLimits screens — 8.4-inch, high-definition LCD digital signage displays — act as both table limit and advertising displays atop casino table games like blackjack, roulette and mini-baccarat, according to Vector vice president of sales Gary Greenstein.
But the displays do more than that, also acting as a dealer- and game-monitoring solution for the casinos.
The VisuaLimits tabletop displays are made by the company of the same name, based in Henderson, Nev., and Vector Media acts as the exclusive advertising sales company.
According to a press release put out by VisuaLimits earlier this year, the company's proprietary technology incorporates an integrated table game management system that helps casinos enhance pit operations and enables real-time game status reporting and automated dealer monitoring into an unobtrusive tabletop display.
On the advertising side, in addition to broadcasting the table's minimum and maximum bets the screens also display both internal promotions and external advertising. Casinos can promote their own restaurants and shows, and then on another section of the screen sell ad space to national and international advertisers to reach a captive audience, Greenstein says.
Vector's signage network has screens in casinos like Mandalay Bay, the MGM Grand, Mirage and the Luxor, Greenstein says, with more on the way and an eventual national rollout in the works. There are nearly 90 screens deployed in Mandalay Bay, and about 100 in the MGM Grand, he says.
VisuaLimits announced in April deals to put 136 of the screens in the Paris Las Vegas and Bally's Las Vegas casinos. VisuaLimits highlights the devices' functionality to monitor efficiencies among the casino workforce as a reason to deploy them, while Vector Media focuses on the advertising potential of its multicasino digital signage network.
"In today's economy, the need for cost-effective solutions to improving efficiencies is a vital component to any business initiative," VisuaLimits COO Ryan McClellan said in the release.
The adverts are customizable, and the content can be channeled to certain tables or certain casinos, and advertisers are able to reach potential customers from across the country as they visit one of the country's top travel destinations.
"The one thing that we saw in the city of Las Vegas…is that advertisers have an opportunity in this city more than any other to reach more unique visitors who will hopefully spread their message across the country," Greenstein said.
VisuaLimits president and CEO Perry Stasi, a gaming industry veteran of about three decades, said in a recent phone interview that the tabletop signs were built primarily to enhance pit operations and game efficiencies.
The signs monitor and record information like the amount of time it takes for dealers to shuffle cards or deal hands — without the need for employee work hours spent monitoring — and also how busy or slow games are at certain times or at certain table limits.
The signs also can automatically change the table limit — the amount of the lowest bet allowable at the game — to a lower limit if the table is slow or "dead," Stasi says.
"There's a lot of information that's collected that's useful," Stasi said. "Again, it's a tool for management to make their games more efficient."
But, while the primary purpose of the signs may be to increase efficiencies in the casino environment, they are also important in that they allow for the creation of another revenue stream through ad sales, Stasi says:
"The advertising is like the cherry on top."
About Christopher Hall
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