Steven Forrest, relationship director for hospitality, Vitec
Casinos and high-end resorts are constantly challenged to provide a personalised and engaging guest experience while maximising revenue and operational efficiency.
The growing demand for immersive, tailored experiences means that traditional analogue video systems are no longer sufficient. Outdated technologies lack the flexibility to adapt to dynamic environments, making it difficult for properties to effectively engage guests, promote in-house services, and ensure safety.
The value of IP video technology for casinos and high-end resorts
IP video technology offers unprecedented flexibility and customisation that legacy analogue systems can’t match. This adaptability allows properties to tailor experiences for different types of guests, whether it’s offering personalised in-room entertainment for VIPs or using digital signage to promote on-site restaurants and events.
The ability to dynamically update content and adapt to the needs of both guests and operations is a game-changer for casinos and resorts looking to differentiate themselves. For example, properties can adjust on-screen messaging in real-time based on guest profiles, providing a personalised experience that keeps guests engaged and encourages them to spend more time—and money—on-site.
Maximising revenue and guest experiences
IP video goes beyond traditional guest engagement; it’s a powerful tool for driving revenue. By integrating promotional content directly into in-room TVs and property-wide signage, casinos can encourage guests to explore on-site amenities like restaurants, shows, and boutiques.
This approach not only enhances the guest experience but also keeps spending within the property, maximising revenue opportunities. Additionally, properties can sell advertising space to local businesses or attractions, turning their video network into a new income stream. It’s about creating an ecosystem where every screen on the property serves a strategic purpose—either enhancing the guest experience or driving revenue.
Boosting safety and emergency management
One of the standout advantages of IP video systems is the centralised control over all displays on the property. In an emergency, these systems allow properties to override all content instantly, providing critical instructions across screens, including guest rooms, public areas, and signage.
This level of control isn’t possible with legacy analogue systems, making IP video a vital tool for improving guest safety and operational responsiveness. For instance, during a fire or security incident, the ability to immediately broadcast evacuation instructions can be lifesaving.
This integrated approach ensures that critical information reaches everyone on the property in seconds, which is essential for large, dynamic environments like casinos.
Simplified management and increased operational efficiency
Modern IP video systems can integrate in-room entertainment, digital signage, and other video displays under a single management platform. This unification allows properties to manage and control content across multiple areas seamlessly.
Whether it’s promoting a show in a bar area, updating a sports schedule on digital signage, or personalising in-room experiences, everything can be managed cohesively, enhancing both operational efficiency and guest engagement.
This integration not only simplifies management but also allows properties to provide a consistent brand message throughout the guest journey, from the lobby to the gaming floor and into the guest rooms.
New revenue streams through targeted advertising
Beyond enhancing the guest experience, IP video systems open up new revenue streams through targeted advertising.
Properties can partner with local businesses, attractions, or even luxury boutiques within the casino to promote their services directly through the property’s video displays. This advertising capability turns video content into a dynamic marketing tool, allowing casinos to monetise screen space while providing valuable information to guests.
For instance, a high-end restaurant or nearby attraction can advertise directly to guests who are most likely to be interested, creating a win-win scenario where the property benefits from advertising revenue, and guests receive tailored recommendations.
The critical steps for adopting IP video technology
Transitioning from legacy analogue systems to IP video technology involves a few critical steps. Venues must evaluate their existing infrastructure and determine if it can support the new system’s requirements, particularly regarding network bandwidth and IT integration.
Another key consideration is content management; having a team in place to create and update dynamic, engaging visuals is essential.
Properties should also consider integrating IP video with other operational systems, such as property management software, to streamline guest services and improve overall efficiency. Proper planning and collaboration between IT and marketing teams are crucial to unlocking the full potential of IP video.
IP technology is flexible and scalable to help future-proof your video strategy
The flexibility of IP video systems is one of their greatest strengths, allowing properties to expand and adapt as needed. For new construction, it’s crucial to invest in the latest IP infrastructure to avoid costly upgrades down the line.
Existing properties should regularly assess their systems and look for opportunities to upgrade core components, like media players and management platforms, to keep up with evolving guest expectations and technological advancements. IP technology is inherently scalable, meaning it can grow with the property, whether expanding the number of displays, adding new content channels, or integrating emerging technologies like AI for even more personalised guest experiences.