MAKING THE MOST OF AV
How casinos create new experiences through AV technology
Dan Goldstein, Chief Marketing Officer, AVIXA, explains how good AV implementation can transport your visitors.
O 40 DECEMBER 2019
Dan Goldstein is the Chief Marketing Officer for AVIXA, the Audiovisual and Integrated Experience Association. AVIXA represents the $231 billion global commercial AV industry and produces InfoComm trade shows around the world. For more information, visit
avixa.org/hospitalityAV.
ften, a casino’s most impactful visual lure is on the outside – a big, bright marquee; lights and images projected on its exterior; towering LED video displays. That’ll certainly
get guests to the door. But as audiovisual (AV) technology has evolved, casinos are discovering those same large-scale experiences can happen indoors, effectively drawing people through a space and creating shareable moments that help differentiate a property and engage visitors in more than gaming. Like other technologies – smart phones,
tablets, home theaters – AV has gotten better, brighter, less expensive, easier to implement, more immersive, and even greener. And with a customer base already living digital lives, it’s important for companies to find new ways of
making audiovisual experiences part of the framework of the casino experience, whether it’s adopting cutting-edge technology like augmented reality, or integrating next- generation LED videowall systems into the architecture.
A Taste of Augmented Reality
When guests enter the Seneca Buffalo Creek Casino in Buffalo, New York, they’re met by a larger-than-life, digital canvas that offers games, photo opportunities, and direct interaction with the on-screen visuals. Working with multimedia content producers Float4, the casino developed a system that combines a high-resolution, 15-foot-tall LED display; cameras; and motion-tracking sensors to create an
interactive, “Instagram-able” experience for guests. “Continuous engagement and elevating our guest
experience is a key goal,” said Melissa Free, Senior Vice President of Marketing for Seneca Gaming Corp., when the AV experienced launched. Another goal of the installation was simply to introduce
visitors to the emerging field of augmented reality (AR) – combining the real, physical world and a digitally generated world to create unique, interactive encounters. Today’s AR represents a cutting-edge application of audiovisual technology; when the public experiences it for the first time, they’re liable to remember it. “We love the idea of creating a first impression through an interactive experience,” said producer Veronique Laperle, who worked on the Seneca Buffalo Creek project at the time. In total, Float4 created nine different content elements for
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