In this digital age, a dedicated commitment to the omnichannel will achieve superior customer experiences that will pay dividends through increased traffic, customized guest targeting, and improved overall loyalty.
This research will help you:
- Understand what trends are surfacing in the gaming and hospitality digital signage market.
- Evaluate digital signage vendors and products and their alignment to your enterprise needs.
- Determine which products are most appropriate for particular features, use cases, and scenarios.
How it got here:
- “Digital signs,” also known as digital out-of-home (DOOH) advertisements or digital media networks, belong to a segment of the signage industry that capitalizes on technologies such as LCD, LED, and projectors to display digital marketing images, videos, maps, and other dynamic and interactive content.
- Digital signage evolved concurrently with the internet in the early 90s as static duratrans signs and TV commercial effectiveness had stagnated. Through the use of video, players, and commercial displays via the internet, the idea of digital signage was born.
- Initially very expensive, displays such as LCD and projectors dropped significantly in price during the early 2000s, making them much more accessible for all organizations.
- Once established, retailers, restaurants, casinos, and hotels began exploring options to provide guest services and advertisements in much more interactive ways, starting with meeting room wallboards to public space end-caps to ambiance-creating lobby columns.
Where it's going:
- It has been demonstrated that a standard retail digital sign generates 2-5 times more customer impressions than a static sign and as a result the desire for digital out-of-home signs has increased rapidly across all industries, including both gaming and hospitality.
- As digital signage technologies continue to advance, operators have the opportunity to provide increasingly customized and targeted messaging as well as interactive experiences to their customers. By combining online (business analytics and intelligence) and mobile capabilities (NFC, iBeacons, QR codes, etc.) operators can uniquely target their patrons with relevant ad messages to create memorable customer experiences.
- An omnichannel strategy is the culmination of synchronized back-end systems that provide a consistent experience to the customer at each touchpoint. As the technology evolves, many vendors will adopt this strategy to combine channels, increase sales, and increase overall customer satisfaction at critical moments during the path to purchase.
Included in this Vendor Landscape:
- 22 Miles, a relatively new digital signage provider, places priority on creating an integrated end-user experience. 22 Miles is expanding its global operations and has solidified its place in the market through continuous growth.?
- Appspace entered the digital communication market in 2002, focusing primarily on internal workforce communication. Appspace has now expanded beyond internal communications to retail, education, etc. content management and digital signage.
- Barco X2O. X2O Media was acquired by the visualization giant Barco in 2014. Founded in 1934, Barco has a global reach with clients in a variety of industries including venues, hospitality, healthcare, and education. X2O Media continues to place significant emphasis on research and development, constantly enhancing its feature set.?
- BroadSign, a cloud-based provider of digital signage solutions to customers in over 40 countries, was purchased by JedFam Group in 2012. Its platform powers over 120,000 displays in venues such as airports, cinemas, shopping malls, and offices.
- Carmanah Signs was acquired by Stratacache in November 2013. Carmanah Signs is an established market provider of digital signage in the lottery and gaming sector with over 100,000 jackpot signs deployed in over 500 casinos globally.
- CastNET, a division of Alpha Video and Audio, has been specializing in digital signage content creation and management since the early 90s. CastNET is deployed at casino properties around the world including Holland, Malaysia, Italy, and the US.
- DISE, a Swedish organization founded in 2004, has amassed a strong presence in over 30 countries and more than 10,000 licenses throughout the world. DISE focuses on scalable digital signage solutions is the transport, finance, retail, government, and sport industries.
- Four Winds Interactive (FWI) is a significant player in visual communications (more than 500,000 signs deployed globally) to build, deploy, and manage visual applications across enterprise digital signs, interactive kiosks, desktop, web, and mobile.?
- JANUS Displays. Morrow Technologies, a long-standing vendor in the visual communications space, launched JANUS Displays in 1987, which services the digital signage needs of all industries, including casinos, hospitals, hotels, universities, and conference centers.
- Nanonation is an established provider of digital communication and visualization solutions. Nanonation services primarily the retail, hospitality, entertainment, and financial services sector and has deployed over 40,000 displays globally.
- Paltronics, a strong player in the Asian and Australian gaming industry since 1999 but able to provide products world-wide including North America, focuses primarily on slot-bonusing tech, progressive slot meters, and table-game signs.
- Scala. As a pioneer in the industry with more than 500,000 signs throughout 100 countries, Scala has over 25 years of digital signage experience across wide-ranging industries like retail, finance, education, healthcare, and gaming.
- Scientific Games acquired Bally Technologies in 2014 and is a global provider of slots, video machines, casino management systems, and networked solutions for the lottery and gaming industry. Bally acquired Planar Systems Inc.’s CoolSign digital signage business in 2008.
The Vendor Landscape also includes a vendor shortlist tool (xlsx).
Larry Fretz is the author of the research. As the Gaming & Hospitality Practice Lead, Larry Fretz manages a team of analysts to develop and deliver best-practice research specific to the gaming and hospitality industry. As owner of the GHRC research agenda, he is responsible for agenda planning and directing research in a timely and relevant manner for our customer base. He also provides sales & customer support and delivers advisory consulting services and workshops.
Larry brings more than a decade of international Gaming & Hospitality and 25+ years of overall technology, marketing, supply chain, and other business operations expertise. Larry has held CIO/VP IT and executive leadership positions with the Palms Casino Resort, the Cosmopolitan of Las Vegas and Niagara Casinos (Fallsview Casino Resort & Casino Niagara), resulting in respected knowledge and experience of gaming and hospitality systems and understanding of the industry’s strategic, start-up opening and day-to-day challenges. In these hands-on executive roles, he was responsible for all aspects of highly regulated and available enterprise IT from Infrastructure & Operations, Project & Portfolio Management, Security & Risk, CRM, and Architecture & Applications.
Earlier in his career, Larry held executive positions and was recognized for leveraging IT in improving company performance, growth, achieving business goals, and being a subject matter expert across multiple technology areas and business functions at such global companies as Day-Timers and PBB Global Logistics. Larry has been an innovative and action-oriented force in business technology since 1986 when he founded Micro-Wise Systems and developed the first fully computerized library management software solution."
13 competitors in the digital signage market were evaluated, including the following notable performers:
- Four Winds Interactive, a significant market player, delivers extensive system integrations and an intuitive UI that enables operators to dramatically optimize and innovate the customer’s digital experience.
- Nanonation, an organization truly committed to customer reliability, has partnered with strong hardware providers to ease deployment challenges and reduce deployment timeframes.
- 22 Miles, a relatively new player in the digital signage market, has been making significant headway by focusing on creating integrated end-user experiences and providing innovative wayfinding features and video walls.
- BroadSign offers operators a best-in-class, secure cloud solution that delivers on both table stakes and innovative features of digital signage solutions.
Trend Setter Award:
Four Winds Interactive provides a single platform that delivers on all of the functional components of a comprehensive digital signage solution. Four Wind’s innovative apps-store approach offers operators numerous pre-made apps that deliver templates, signs, feeds, etc. to simplify the content creation and management phases.
1. Long-Term, Cohesive Content Strategies
The convergence of digital signage, kiosks, mobile, in-room tablets, and back-end digital content management systems is inevitable. Build an omnichannel strategy that integrates all of these systems to avoid redundancy, improve data collection, and provide a better experience to your patrons.
2. Integrate With IoT and Big Data:
Beacons, sensors, and actuators make it possible for digital signage systems to interact with other systems beyond the screen. Use IoT and big data to analyze customer data and create a more customized and targeted experience.
3. Marketing Fundamentals Still Apply:
With the technologies that exist currently, can a 40” screen that displays the same playlist 24/7 be considered a digital signage solution? Displaying the right information at the right time, in the right place, and in the right context is still critically important. Your solution must be information dense while still being entertaining and memorable.