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Bally’s taps NoviSign to modernize digital signage operations

Photo: NoviSign

June 12, 2026

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Bally's Lincoln Casino & Resort has tapped NoviSign, a cloud-based digital signage software platform, to modernize digital signage operations.

The move simplifies content management, expands user access and enables faster, more flexible communications across gaming, hospitality, dining, and entertainment areas, according to a press release.

Bally's Lincoln, in Lincoln, Rhode Island, relies on digital signage to communicate promotions, entertainment schedules, dining offers, jackpots, and other guest-facing information throughout its gaming, hospitality and entertainment environments. It selected NoviSign to simplify screen management, improve collaboration and give marketing teams greater control over on-screen communications.

Since deploying NoviSign, the property has trained 15 users to independently manage digital signage while continuing to expand the deployment with additional screens throughout the resort.

"NoviSign gave us back our speed," Jackson Kelly, regional advertising manager at Bally's Lincoln & Tiverton, said in the release. "We can segment content per screen, train new users in minutes and put cleaner-looking promotions in front of guests faster than we ever could on Scala."

The transition to NoviSign enabled Bally's Lincoln to move away from a highly technical workflow that required manual screen management and limited content control. Marketing teams can update individual screens or groups of screens from a centralized cloud-based platform, allowing promotions and messages to be deployed in real time across different areas of the property.

"Bally's Lincoln is a great example of how modern digital signage can help marketing teams work more efficiently," Gil Matzliah, CEO of NoviSign, said in the release. "By giving users greater flexibility and control, organizations can deliver more relevant messaging while reducing the complexity traditionally associated with digital signage management."

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