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DIGITAL SIGNAGE
he modern casino is all about screens. They’re the fundamental element of the slot-player interface; they’re creeping onto tables with the steady rise of electronic table games as substitutes for slower, less
flexibly structured live dealer play; and they’re a crucial source of information in the sportsbook. With these digital displays numbering in four
figures at the largest casinos, it’s no surprise that the gaming industry has also explored ways to exploit the power of the pixel beyond gameplay. Slots and table game displays often now display promotional messaging as well as the game interface, while large overhead screens can act as attractors beckoning customers from across the casino floor. But there’s also another role that digital displays
can play in casinos, not only on the gaming floor but throughout the facility. It’s often called digital signage, a name earned thanks to the use of screens to replace printed signs. The state of the art in digital signage is elegant HD video or animation that grabs the customer’s attention, and typically issues a call to action in just the few seconds that they’re passing the screen.
Under the umbrella term
digital signage – or alternatives, “digital out-of-home” and “screenmedia” – comes a range of customer communications techniques and styles even wider than those achievable with conventional signage. At the extremes you might
have tiny screens embedded in restaurant tables alerting patrons to that day’s entertainment options, or you might have a giant interactive video wall measuring 20 feet from corner to corner, inviting patrons to touch parts of the screen to learn about the casino or play a
48 JUNE 2013
Digital screens in public places are a potent way to increase the effectiveness of your casino’s customer communications. But how do you set about identifying which of the many approaches is right for your business, and where can you go to see the technologies in action and gain expert advice?
game. In-between these two extremes come perhaps the most common approach, LCD screens roughly the size of a large domestic TV, strategically situated in a high-footfall area of the facility where it can be seen by the passing crowds and provide them with swiftly-digested information or marketing messages. The permutations are innumerable. What they all
have in common is the use of digital displays in public places. A decade or so after these began to become mainstream, there are some well-accepted principles for success in deploying them (and some equally well-accepted no-nos), but if you ask half a dozen different consultants or integrators for advice on how to proceed, the chances are you’ll still get half a dozen different answers: so much depends on the precise needs and circumstances of your business. There’s no substitute, then, for looking at what other casinos have done, and for talking in detail with several specialist firms at a trade show or other event where you can efficiently see, and compare, many perspectives in a short time. Here, we’ll suggest that when you consider all the
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