US OKLAHOMA - CASINO DESIGN
Dave, could you describe the brief from Choctaw Casino & Resort and The Publicity Lab as received by JCM?
We were involved from the start of the RFP process with Te Publicity Lab and the Choctaw and Gaming Capital Group (GCG), so we knew their main goals were to attract guests between the two casino floors and create a one-of-a-kind experience area. Te Publicity Lab and JCM technology teams worked together to ensure their vision for the installation could be realised with JCM’s Digital Signage Solutions.
Te design concept was complex, so we considered all the possible solutions and decided to move forward with our MAX-R solution to bring the concept to reality. Another unique detail of the installation is how Te Publicity Lab envisioned the sound traveling with the animals as they move across screen. Tat was an interesting challenge, and a first for our team. To execute on the vision, we had to consider and plot the placement of the sound system technology within the installation.
Te concept and installation are completely custom to Te Link’s space, which made it a unique and complicated build. Te multiple challenges were exciting for our teams, and we are really pleased with the outcome. Tis is a perfect example of what we mean when we say our digital signage solutions are only limited by your imagination. Collectively, Te Link team let their imaginations fly, and we were happy to partner with all sides to provide the solutions they needed.
What technology did JCM Global provide for this project?
After we understood the full scope of the project, we considered our entire range of digital signage solutions and decided the MAX- R solution would be best to develop the unique angles of Te Link.
One interesting element about this project was guests would be walking right next to the screens – these are not hanging high on a wall somewhere. Tey are right in front of you. Tat
meant the picture quality had to be outstanding and as lifelike as possible. Because of their pixel ratio, MAX-R panels were perfect solutions and delivered unbelievably crisp images.
Te colours are incredibly bright and vibrant as guests walk toward the space, and the pixel clarity is incredibly clear. Tat close-up factor required us to create a solution that would be durable with all the guest engagement and interaction and would hold up over the long term. Te solutions we implemented were the perfect fit for the challenge.
How do you tackle a project like this in terms of working from concept to execution?
Te project was a group effort between partners – Te Choctaw Nation, Gaming Capital Group and Te Publicity Lab. Partnering with our customers is something we pride ourselves on at JCM. We have a fantastic internal team that worked with these partners to bring this to life – from the initial contact with sales, to the project management team to installation and technology programming. Because this was a complicated custom installation, it took the best of our teams to bring it to life. JCM is proud of the result of our partnership and teamwork.
What were the specific challenges and solutions met by JCM for this project?
Aside from the start-stop of the installation due to the temporary casino closure due to COVID-19, perhaps the most challenging part of the project for us was the custom frame fabrication. Te space and design of the archway are unique, so there was no margin for error in developing the frame for the installation – it had to be precise. Tis was a unique challenge to get the framing just right and ensure a seamless display that aligned perfectly to create a canvas for the content.
We have worked on multiple installations of all sizes and in all sorts of configurations and locations, but this was particularly intricate. Our team specialises in architectural digital signage solutions, so we were up for the challenge.
Dave Kubajak, S Senior Vice President Sales, Marketing & Operation, JCM Global
The trend in digital signage started in sportsbooks because operators wanted to provide bigger than life experiences for their guests. From there, a larger trend has emerged, and operators of all sizes are realising the value in deploying a greater use of display technology throughout the entire operation.
Do you see this as a one-off project or are we seeing the greater use of display technology to create new environments for players?
Te trend in digital signage started in sportsbooks because operators wanted to provide bigger than life experiences for their guests. From there, a larger trend has emerged, and operators of all sizes are realising the value in deploying a greater use of display technology throughout the entire operation.
More and more of our customers are looking at the entire guest experience with digital signage in mind, considering ways to use the technology and innovative content to create new interactive environments.
I encourage operators of all sizes to think about ways in which they can leverage new technology to offer their guests experiences that are unique architectural additions to their individual property and brand. Te Choctaw are definitely a trendsetter in this space, and they were willing to take a risk on an out-of- the-box concept, but they’re seeing the payoff in their feedback from guests.
NEWSWIRE / INTERACTIVE / MARKET DATA P35
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