High-resolution screens with touch technology are the most sought after by hotels and casinos for their digital signage facilities. The trend is to offer interactive services for the customer.
By Alejandra García Vélez
The use of digital signage in casinos and hotels fulfills a multiple role, on the one hand it is a tool with enormous potential for the consolidation of the brand image while functioning as an element for real-time communication and finally as an advertising platform.
With today's technology a casino can use the resources not only to inform about promotions, events or attractions, but players can receive real-time information on the status of the betting tables, among other things.
Touch screens are another tool that allows hotels and casinos to offer interactive resources that inform and help their customers. In the case of hotels, for example, guests access information about hotel services, updates on airlines, flight statuses and nearby tourist attractions.
This is assured by our guests from BrightSign, AkiraDisplay, Aopen America and LG Mexico, who highlight the informative and marketing function that these devices fulfill.
Angela Lee, spokeswoman for Akira Display, says that the use of digital signage in casinos and hotels is increasingly seen both for the lobby area, and for the main spaces, such as poker rooms in casinos, bars and restaurants. It also highlights that due to the 24-hour nature of this type of establishment, it is important that equipment designed for long hours of operation and practically no rest time is used.
Products & Development
The type and size of the screens are two of the aspects that present the most evolution in the subject of digital signage for casinos and hotels. Rubén Sánchez Fornaguera, vice president of LG Electronics Mexico, explains that until 2008 42" plasma screens were handled, but since 2009 most installers opt for 42" LCDs up to 55" or more inches.
Lee agrees, adding that larger units, up to 70" and 82" are already being used, also highlighting the popularity of touch technology and interactive systems as a strategy to attract customers. Occasionally in the case of casinos, the use of LCD for games is increasing, either with the help of touch screens or customized products to meet the needs of the establishment.
For his part, Sánchez assures that ultra-thin monitors are one of the most requested elements for the installation of videowalls in common areas. From BrightSign they highlight the use of kiosks and displays for tables, while highlighting that the main feature of this type of facilities should be the possibility of being updated remotely via the Internet. As they explain, interactivity, ease of handling and installation in convenient locations are part of the attributes sought by customers.
Angela Lee also indicates that an increase is being seen in several market sectors but that "the hospitality sector is projected well in terms of the initiatives that have been worked on and that began the installation process this year."
While Lam Nguyen, marketing specialist at AOpen America, highlighted the potential of 3D marketing in digital signage, with the use of screens of this type that do not need glasses to visualize the 3D effect, "it is still incipient, but it helps to attract the public while allowing to have a more lasting impact on it".
"There are also advances that are not visible to the audience, such as technologies that allow solving problems with the hardware remotely. These types of innovations benefit the digital signage network and operators by helping to quickly resolve issues while reducing operating costs."
"Mobile marketing is an emerging trend that allows hotels and casinos to communicate with guests via cell phone, giving them the ability to reach millions of customers through solutions designed especially for these devices."
Faced with the future prospects of the industry, Nguyen believes that digital signage will continue to grow as operators find methods to increase the impact.
Likewise, Sánchez said that although some years ago the demand was based entirely on the price, currently the user has become more aware of the different technologies, sizes and benefits to evaluate when choosing the most appropriate products for installation.
"With this situation, consumption has evolved to large formats, replacing CRT and plasma equipment with cutting-edge technologies such as LCD and Full HD LEDs," he added.
Figures from a growing market
A report published by IMS Research states that digital signage will have a dramatic growth over the next few years, thanks to the acceptance and popularization of this system as an essential tool to transmit messages to the public.
The study concluded that the global digital signage market will see a 40% increase by 2013. According to the research titled "The World Market for Digital Signage 2011 Edition", retail sales account for about 25% of hardware and software sales revenue in this niche.