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Casino Mar 09 P48-50 2/26/09 9:59 am Page 49
SCREEN MEDIA
system), Gaming Support (which offers a trio of What can digital signage do for you? At its most
jackpot-oriented digital signage systems based on basic it can replace existing signage with a medium
Scala software), Harris (whose InfoCaster operates that is more eye-catching, more flexible in design
with Bally and Paltronics slots), Kaleidovision (which potential, and far easier to update. But because it can
recently installed an interesting system at Gala bingo incorporate moving video or animation, sound, and
halls in the UK), Nextep Systems (with its Casino even interaction via touchscreens or mobile phones, it
Express product), and Paltronics itself (with One Link). can also do much more than paper or plastic signage.
Most larger digital signage procurement exercises In many sectors, the focus is on directly revenue-
go through a formal Request for Proposal (RFP) generative, ad-supported networks which tout high
process, in which the client spells out the precise footfall and/or long dwell times to make the audience
details of what's required, and potential vendors state attractive to advertisers. And there is certainly a
how their systems match these needs. However, limited role for this model within casinos in terms of
before going to this stage it's worth making informal advertising products that are available on-site, such
contact with as many suppliers as possible to get a as beverages: research has shown that advertising in
feel for norms and trends in terms of features and proximity to the point of sale has exceptionally strong
pricing – as well as to assess some of the intangibles effects on behaviour.
like understanding of casino requirements and levels However, because of the importance to gaming
of customer service. operators of retaining the customer on-site, it's
The most effective way to do this is through unlikely that a casino digital signage network will
attending one of the major trade shows servicing the fully open itself up to external advertisers such as the
digital signage sector. With ISE in Amsterdam and local supermarket. More plausibly, the revenue
Digital Signage Expo in Las Vegas now in the past, the generation will be through sales uplift – in other
best opportunity to do this in 2009 will be at Screen words, rather than charging the beverage brand to
Media Expo Europe in London (7-8 April), which advertise on your screens, the advertising runs for
offers the added bonus of conferences, seminars and free but you and the brand both benefit from
workshops to provide a two-day crash course in digital increased sales. The opportunities for this kind of
signage basics. Despite its name, the event has a advertising-cum-promotion are particularly rich at
global attendance among exhibitors and visitors alike. larger resort casinos where there is a plethora of
In terms of technology, the other fundamental services offered away from the gaming floor, such as
elements of digital signage are media players and the restaurants, shows, and hotel rooms.
network itself. Media players are essentially the PCs At least equally important for many casinos is the
which do the job of playing the content for display on role of digital signage in promoting gaming itself.
the screens: either familiar office PCs, or dedicated Here, one of the most common applications is a
embedded systems, often installed in the same casing progressive jackpot display, and it is increasingly
as the screen for security and compactness. common for the screens to be segmented into zones
And the network is, of course, the connectivity that so that the jackpot can be shown continuously, rather
binds everything together, enabling content to travel than disappearing while other content is running.
from the server to the media players, network status Jackpot wins can override other scheduled content to
reports to flow in the opposite direction, and so on. maximise the sense of excitement.
Frequently this is Ethernet or a broadband Internet Digital signage can also be used for less directly
link; some sites have opted for wireless although it is revenue-generative purposes. Way-finding – giving the
relatively uncommon; where a large multi-venue
network is contemplated, satellite transmission can be
considered. However, it may very well be that the
decision is made for you: most casinos will already
have a robust and secure data network in place, and
unless there are compliance issues which require the
digital signage system to be kept separate from the
gaming systems, there is no reason not to use what's
already in place.
Wait!
So you have your screens, your software, your
media players and your connectivity – and you're
ready to deploy a digital signage network, right?
Wrong. Because the choice of technology should,
in fact, come at the very end of the digital signage
decision-making process. Much more important is
establishing what your digital signage network should
do for your business, and how: that is, defining
desired outcomes, which in turn lets you identify
ideal screen positions and content.
MARCH 2009 49
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