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The growth of digital signage in gaming
By Dave Bontempo
Big and bold , or simple and subtle . The extreme range of digital signage reflects its enhanced role as a gaming catalyst . Casinos facing competition from the online sector and nearby brick-and-mortar rivals take the signage realm to new dimensions .
It ’ s no longer enough to merely service customers . On casino grounds , signage must be prominent in the form of video walls , LED screens , interactive kiosks or other elements . Signage underscores the service realm . It ’ s a branding ally .
The question for properties is how to do it . One extreme is the dynamic effect of a video wall right in the heart of gaming activity . Project an electrified atmosphere with a large video wall curved around a casino sports bar during sporting events . Make a statement . Flex the property ’ s financial muscles .
Another is the cloud-based world of solutions that are simpler , relatively inexpensive , and easier to operate . This is a hit with bean counters . Vendors which service either end of this spectrum view a grand opportunity .
Competition is enormous , but so are the benefits . Vendors sell to casinos looking to separate themselves with visual splendor or with a tight financial ship .
This is a dynamic process to watch . The signs of the battle are , well , everywhere .
Clear Vision
Dave Kubajak , senior vice president of sales , marketing and operations for JCM Global , touts a product that will make its premiere in the JCM booth at G2E — DSS CLEAR .
These are transparent , smart-glass LED screens viewers can see through while also experiencing messaging or a show , he says . There are several configurations available for various applications like dynamic window displays , welcoming sliding doors , and wayfinding signage .
The technology has been available since 2019 , and JCM now brings it center stage .
“ The DSS CLEAR series delivers a unique customer experience in store , around the casino floor , and more ,” Kubajak says . “ The LED chip integration into LED beads guarantees high transparency and vivid color . They are lightweight and thin , making them extremely versatile , yet they are also waterproof and wind-resistant .
“ Because they are LED , they are also energy-efficient . Designed in a variety of configurations , CLEAR features high-density industrial tempered glass and integrated circuit technology to form transparent digital signage perfect for modern architecture .” JCM is offering CLEAR in five configurations :
• NSN Series Glass LED Wall
• NJ Series Transparent LED Window Display
• NM & NS Glass LED Sliding Door
• NexBarrier Series Glass LED Half Wall
• NexESign Series Glass LED Hanging Sign
“ This is incredibly exciting technology because it allows operators to approach spaces in entirely new ways ,” Kubajak indicates . “ First , the LED panels are scalable , so they can be built for any space . Next , because they are transparent , they can be placed anywhere and maintain visibility through to the next space . For example , they could be in a storefront window , on the casino floor , or at any point in the convention area .”
This is only the latest JCM breakthrough in the signage sector . At Jack Thistledown Racino , JCM reached a new milestone achievement , installing its largest-ever sports ticker — a DSS FLEX LITE-S 1.9 mm ticker measuring 96 feet wide by nearly 2 feet high . The display snakes above the sportsbook , curving perfectly along the area ’ s decorative fascia .
JCM also installed a massive DSS MAX-R 1.9 mm sportsbook display stretching nearly 30 feet wide and more than 8 feet high , as well as a DSS MAX-R 2.6 mm odds board that stands an impressive 11.5 feet wide and nearly 5 feet tall .
“ Casinos of all sizes are using digital signage as an opportunity to refresh their spaces and elevate their hospitality and entertainment to the next level .”
— Dave Kubajak , Senior Vice President of Sales , Marketing and Operations , JCM Global
46 Global Gaming Business SEPTEMBER 2023