Casino Digital Signage: Why the Distributed Signage Model Isn't Always the Winning Hand

I sat down to write a blog about best practices for casino digital signage, but I got sidetracked fairly quickly by a trend that’s cropped up recently.

As someone who's been in the digital signage game for over 16 years, I've seen trends come and go. But there's one trend that's been gaining traction lately that I believe casinos need to approach with caution: the push towards a distributed model for digital signage. While it might seem like a cost-effective solution at first glance, it's not always the best bet for casinos looking to maximize the revenue or overall value they get from their digital signage investment.

So, I will write a blog about best practices for casino digital signage, but for this one, let’s get into the topic of decentralized digital signage.

The Allure of Distributed Digital Signage

The distributed model involves setting up a limited number of players to broadcast content to multiple screens. On paper, it looks attractive:

1. Lower hardware costs
2. Simplified content management
3. Reduced network complexity

But there's more to consider than what's on the surface. Apart from boring guests with the exact same content on every screen at once—which, frankly, makes people tune out, rendering your signage far less effective—the distributed trend has a few other downfalls.

Why You Should Still Bet on a One-to-One model Over a Distributed Setup

In my experience, the one-to-one relationship between players and screens offers far greater benefits and flexibility. Here’s just a few areas where the one-to-one approach wins:

• Targeted Content Delivery: With a one-to-one setup, you can display unique information across all screens, creating a more dynamic and engaging environment. Think: each screen has a purpose, and each screen can drive a different action. This is crucial in a casino setting where capturing and maintaining guest attention is paramount.
• Flexibility for Special Events: Imagine you want to run an elite bonusing tournament in a specific section of your slot floor. With a one-to-one setup, you can easily group those ten players right by the slots you're using for the tournament, while the rest of your floor continues to show regular promos.
• Better Analytics and ROI Tracking: When selling ad space on your digital signage (which can be a significant revenue stream), advertisers want to know exactly how often and where their ads are displayed. A one-to-one setup provides the only way to accurately track and report content.
• Down-Screen Impact: If there is an issue with a player, it only displays on one screen vs. multiple. This will limit the impact of blank or error screens being displayed across the property. If there is an issue with a player, wouldn’t you rather have it limited to one screen, instead of broadcast across multiple?
• Future-Proofing: As technology evolves and new integration opportunities arise, a one-to-one setup allows for easier upgrades and additions to your digital signage network.

Real-World Success Stories

Let's look at some casinos that are winning big with their digital signage strategies:

• Choctaw Casino: They're leveraging a comprehensive digital signage network across 23 properties, using both cloud-based management and content management systems. This allows them to create a cohesive guest experience while maintaining the flexibility to customize content for each location.

• Station Casinos: They've invested in custom solutions and templates, making it easy to maintain consistent branding across all their digital signage content while still allowing for quick updates and changes.
• MGM Resorts International: With thousands of screens across their properties, MGM uses digital signage to create immersive environments that keep guests engaged and coming back for more.

While each of these casinos is very different, they all rely on their digital signage to improve the guest experience and drive revenue. And to accomplish those things, they use a one-to-one setup, ensuring each screen can be used to create the types of experiences the casino needs. Now, sometimes, those screens do show the same content—but they don’t always, and they don’t have to. The best in the business choose flexibility, and the distributed model can’t offer that.

The Bottom Line

While the distributed model might seem like an easy way to cut costs, it often ends up limiting your options and potential ROI in the long run. The one-to-one model, despite potentially higher upfront costs, offers the flexibility, customization, and future-proofing that casinos need to stay ahead in an increasingly competitive industry.

Remember, in the world of casino digital signage, the house doesn't always win by playing it safe. Sometimes, you need to go all-in on a solution that offers the best long-term payoff. And in my book, that's still the one-to-one model. Now, are there instances where the distributed model makes sense for casinos? Absolutely! At Poppulo, we support this approach, as it does make sense for some use cases, but as a full-scale implementation approach, we tend to advise against it. There’s a lot of nuance to these things, so if you’re interested in learning more about this—or any other casino-related digital signage topic, reach out—we’re here to help.