Alpha Video digital archways installed at Muckleshoot Casino
A Team of Experts
While much is known about digital signage , much more is still being uncovered , according to Dan Jared , senior account executive , casino for Alpha Video . One of them is a clever play on words .
“‘ Techorating ’ is a relatively new idea in the industry that represents a shift in interior design practices that focus more on LED video walls to create customizable , immersive experiences that can be updated to suit the ever-changing needs of clients ,” he says . “ Casinos can leverage this to highlight casino heritage or digital artwork in any resolution necessary .”
The company has a diverse outlook on helping operators utilize the new , upgraded world of digital signage . They emphasize the simplification of putting control in the hands of the operator with easy-to-use technology and the value of immersive experiences .
“ Technologies that reduce complexity for your operations staff and unify control of many of your AV systems under one platform that is easy for the customer to modify and update are the new standard ,” says Alpha Video Vice President Lance Hutchinson . “ The bigname control companies that require programmers to change layouts , features and permissions work great until you need them changed . The new systems make day-to-day operations and changes simple and easy .”
Kevin Higginbotham , Alpha senior account executive , casino , believes his company propels clients forward in this area .
“ Several audio and video distribution systems in casinos are becoming very outdated , and with the latest technology of IP-based audio and video distribution , the need to consolidate distribution and control systems is a must for not only cost savings but also because it provides a major reduction in gear needing to be maintained for the future ,” he says . “ Alpha provides solutions to casinos to ensure integration with existing systems as well as being future-proof .”
Jared says the company ’ s Large Format LED offering is a prime player in this space . Alpha found a perfect fit at the Muckleshoot Casino in Seattle , Washington , which is undergoing a massive expansion . If any property ever wanted signage , it ’ s this one .
The Muckleshoot property is now the tallest structure between Seattle and Tacoma in Washington . It will eventually feature about 400 guest rooms , 157,000 square feet of continuous gaming , 29,000 square feet of event space and a Caesars sportsbook .
“ We have recently installed 6-foot-wide , 55-foot-long LED archways with synchronized content to welcome guests as they enter the casino from the parking garage ,” Jared indicates . “ We installed a 96-foot-tall and 35-foot-wide LED on the outside of a casino hotel that spans the seventh to 18th floors , and for an immersive entrance , we implemented a 40-by-50-foot ceiling LED oval in a porte cochere that is half inside and half outside , creating a stunning entry experience . All are driven by our robust digital signage platform .”
Karen Kleindl , executive vice president of marketing and sales , says Alpha is all about making its clients ’ vision come to life . “ This means it works directly with top technology providers and manufacturers to integrate technology to deliver the exact solution our clients are looking for ,” she says .
“ We get credit for our ability to understand our clients ’ vision and then making it possible using our close relationships with partners , ensuring a great solution and a great experience for our clients .”
The company has a team that sells directly to operators .
Think Big , Pay Small
Chad Bogan , director of sales and marketing for NoviSign , touts the speed and agility of a smaller company . Cloud-based signage solutions cost less , and can be accessed quickly and easily administered , he asserts .
“ Ours is cloud-based ; anyone can manage it ,” Bogan says . “ That is one of the biggest advantages we offer a customer .
“ What we can give them is cut and dry , and you don ’ t need to be an expert to use . With us , you can be up and running within 30 minutes . With a lot of the big companies , the systems are so darn complicated that by the time you figure it out , it ’ s been a year .”
Bogan says NoviSign ’ s cloud-based digital signage provides complete control and flexibility , enabling casinos to design and broadcast highly targeted updates to casino screens . That area covers the lobby , gaming floor , dining areas and entertainment venues . Customers have numerous ways to utilize digital signage for entertainment .
It can be used to highlight nightlife , shows , concerts , special events and dining options . An operator can list scrolling event calendars with descriptions , times and locations . They can incorporate HQ media slide shows of rotating videos , advertisements , images and event commercials .
In the gaming realm , the signage can be used to spotlight jackpot winners , upcoming tournaments and poker waiting lists . Internally , it can help with employee communication .
With NoviSign ’ s digital signage software , one can also create engaging touchscreen kiosks , company officials say . There is no coding or HTML5 setup . Add a button and link it to open new pages of content , web pages and videos . The touchscreen widget is perfect for creating dynamic and fun interactive content for tablets , free-standing kiosks and touchscreen displays , according to the company .
The company ’ s all-in-one Digital Signage for Casinos product can be used on any screen , tablet or kiosk . It runs on Chrome , OS , Android , and Windows media players . It comes with more than 20 drag-and-drop widgets , enabling remote monitoring and scheduling .
This company understands its niche in this space . Bigger outfits advertise visual magnificence and aesthetic marquee . Smaller ones push their edge in cost and functionality .
Throughout the industry , digital signage offers varied implementation routes . Use it as a catalyst to go big and grandiose , especially in the middle of an expansion . Or use it as a functional cloud-based tool to be budgetarily lean and mean . Operators can literally sign on to what fits best .
48 Global Gaming Business SEPTEMBER 2023