The evolution of the U.S. casino industry has been heavily influenced by the evolution of consumer preferences.
Properties across the country have raced for years to upgrade their technology systems and develop new and exciting entertainment offerings to help supplement and bolster visitation and revenues. This is especially pertinent for a sector that now has to compete against online gambling and other related verticals.
As a result of this evolution, cutting-edge audio-visual (AV) tech has become a must-have for properties looking to stay competitive in today’s market. This includes everything from signage and displays to sports betting screens, convention spaces and entertainment venues.
Using Las Vegas as an example, unique tech-heavy venues such as the Sphere and Circa’s Stadium Swim sportsbook have become visitation and revenue drivers.
On the tribal side, Washington’s Muckleshoot Casino Resort and its two-phase digital signage transformation—which included an LED-illuminated porte-cochere and entryway and a 96-foot-high LED exterior display visible from six miles away—is an example of just how integral these technologies have become to the industry.
But is it possible to quantify just how important AV tech has become? That’s the goal of a new survey being conducted by Alpha, a leading technology integrator in the industry.
With over 25 years’ experience in the casino sector, the company has completed thousands of casino projects during that time, including the Muckleshoot renovation. It also notably built the Sphere’s “IP-based control room which enables operators to interface with the vast LED processing network and allows them to mix live and pre-record production elements.”
Research Highlights Importance of Tech, Shows Gaps in Tracking
Alpha’s survey, titled The Impact of AV Tech on the Casino Guest Experience and Revenue, has polled over 400 U.S. casinos (approximately 2,500 individuals) in the lead-up to the Global Gaming Expo (G2E). Researchers also plan to feature qualitative follow-up interviews with select respondents in the near future.
According to the survey, over half (54 percent) of participants so far have said that AV technology is now extremely important in enhancing the guest experience. However, despite this majority, there appears to be a significant gap in how to track this trend.
The data showed that only 6 percent of respondents reported a “significant increase” in guest retention and repeat visitation that was attributable to AV technology.
Further, almost half (47 percent) indicated that they are not sure or have not tracked this.
Survey to be Part of G2E Event
So, given the established importance of AV tech to casinos’ success, that then begs the question: Why isn’t this trend being tracked more closely? And how should it be?
These questions and others will be part will be part of the company’s Happy Hour networking event on Wednesday, Oct. 9 from 2-4 p.m. at its booth, #2444. The survey presentation will begin at 3 p.m.
Alpha will keep the survey open through the show and potentially through the end of the month.
