Winning Big with Casino Digital Signage: Best Practices for Success

When I first sat down to write a blog about best practices for casino digital signage, I got distracted and ended up writing about the decentralization trend I’ve been seeing lately.

After getting that out of the way though, I thought I’d revisit my original idea. After all, with 16 years in the industry, helping some of the most recognizable casinos in a world, I’ve seen what works well and what doesn’t. And I’d like to share some of those best practices with you.

First off, in the high-stakes world of casinos, every detail matters—from the ambiance and layout to the way information is delivered. Casinos that implement digital signage strategically, in a way that helps drive revenue and improve the guest experience at the same time as it creates an immersive experience, get more value from their signs. Sounds simple, right? It can be. In this article, I’ll get into some of things you should consider when thinking about casino digital signage.

Why Digital Signage Is a Game-Changer for Casinos

Let’s start with the why. Digital signage offers casinos a unique opportunity to blend visual impact with operational efficiency and outcome-driven experiences. When deployed effectively, it becomes more than just a screen—it becomes a dynamic communication platform that can drive revenue and encourage return visits. Let’s break it down some of the main uses for casino digital signage:

Enhancing Guest Experience

Digital signage helps guests navigate large casino properties with ease. Interactive wayfinding kiosks and real-time updates reduce confusion and elevate the overall experience. Don’t just take my word for it, listen to Thomas A. O'Sullivan, Director of Marketing at Choctaw casinos, “Our wayfinders have proved to be a critical tool. The adoption rate here is substantially higher than what I've seen elsewhere. There's not a time of day where I'm out there and someone's not actively using them to navigate our property.”

And apart from wayfinding, you’ll see casinos like MGM Resorts International leveraging their signs to power vibrant digital displays along the Las Vegas Strip to create immersive environments that captivate and inform guests. When it comes to the guest experience, there are so many ways to use digital signage—it’s really the easiest use case to use signage for.

Boosting Marketing Performance

Casinos thrive on timely, targeted promotions. Digital signage enables consistent messaging across multiple touchpoints, from gaming floors to hotel lobbies. A few years ago, MGM ran a 10-day concert promotion solely on its digital signs and sold over 1,000 tickets. Even more recently, Choctaw used its signs for an undersold concert and saw a 25% increase in ticket sales. And that’s just concerts. Think about all the other marketing initiatives that can benefit from high-impact digital signs.

Driving Revenue Growth

Dynamic content showcasing amenities, entertainment, and progressive jackpot promotions can directly influence guest behavior. We’ve helped top gaming establishments like Station Casinos leverage digital signage to promote live shows, dining specials, and gaming incentives, turning idle moments into revenue opportunities.

Streamlining Operations

Digital signage reduces the burden on staff by automating information delivery. Island Resort Casino consolidated its signage platforms to improve content consistency and reduce front desk traffic, freeing up staff to focus on guest service.

Top Use Cases for Casino Digital Signage

To maximize impact, casinos should focus on high-value digital signage applications that align with guest needs and operational goals. Most of the casinos I’ve worked with use a combination of the below, although there are many, many other use cases I’ve helped implement over the years.

Event Reader Boards

Keep guests informed with real-time updates on property events, entertainment schedules, and ticket availability. Choctaw Casino uses these boards to ensure guests never miss a show or promotion.

Wayfinding and Navigation

Interactive kiosks and overhead directionals guide guests to gaming areas, restaurants, and amenities. Done strategically, casinos can use their directional signage to push their guests toward F&B outlets, slot banks, and other revenue-generating places based on time of day and traffic patterns, in addition to simplyhelping them navigate your location.

Dynamic Menu Boards

Restaurants within casinos benefit from digital menu boards that showcase daily specials and seasonal offerings. So many of our clients use these menu boards to help increase sell-through on specific items and keep pricing and availability updated automatically.

Employee Communications

Increasingly, many of our casino clients are leveraging back-of-house displays to help employees stay informed about schedules, updates, and internal announcements. This improves communication and operational efficiency across departments.Both MGM and Sycuan Casino are great examples of this approach to back-of-house communication.

Progressive Jackpot Displays

Real-time progressive jackpot information builds excitement and encourages participation, simply put. By broadcasting that people are winning big, and showcasing increasingly larger jackpots, the more people you’re likely to attract, and the more revenue you can drive. This is so common within casinos we work with,it’salmost a guarantee our clients have these. If you don’t, it might be time to chat about getting these integrated into your casino floor.

Best Practices for Implementation

Successful digital signage deployment in casinos requires thoughtful planning and collaboration across teams.It’s not just about hanging screens. It’s about making sure each screen will better serve your ultimate goals. Signage strategy, often overlooked, needs to be a central focus. The below tips cover most of that, so are a great place to start.

Customize Your Signage

Develop branded templates and applets to maintain visual consistency and streamline content creation. Station Casinos has absolutely mastered this approach, creating a unified look across its properties, so if you’re in Vegas, they are worth a stop, simply to see how they approach digital signage.

Integrate Legacy Systems

Ensure your digital signage platform connects seamlessly with your existing property management and marketing systems. This approach unlocks new efficiencies and enables you to keep your screens updated automatically.

Plan and Organize Content

This is going to sound silly, but it’s important: establish a logical naming convention and folder structure for content assets. It will absolutely impact how efficiently you can manage your casino’s digital signage content.

Leverage Data and Feedback

Use QR codes, guest surveys, and analytics to track performance and refine content strategies. MGM Resorts International continuously improves its signage based on real-time feedback and usage data, and with the right platform, you can too.

Partner with IT Early

Work closely with IT teams to ensure smooth implementation, network security, and regulatory compliance. This collaboration is essential for long-term success and scalability.

Utilize Cloud-Based Solutions

Cloud-based digital signage platforms offer flexibility, remote management, and real-time updates, in addition to advanced device management capabilities, screen takeovers, and more.

Maximizing Impact and ROI

To get the most out of your digital signage investment, focus on strategies that drive measurable results. More revenue—more coin-in—is the name of the game. Done, right, digital signage can help contribute to that.

Promote High-Value Offerings

Highlight VIP experiences, exclusive events, and premium amenities to attract high-rollers. MGM uses digital signage to showcase luxury offerings and upsell premium packages, and they’re not alone.

Upsell and Cross-Sell, Strategically

Dayparting, advanced scheduling, or something else—call it what you want—if you’re not using your signage strategically throughout the day, you’re missing opportunities to drive more revenue. When shows end, use your signs to move people to revenue centers. If one area of your floor is slammed and another isn’t, consider how to entice people to move where you want them to. And we all know, there’s no end of services, amenities, and events to promote. Digital signage can and should be used to give people a reason to move to different revenue centers.

Create Dynamic Jackpot Announcements

Use eye-catching visuals and animations to build excitement around progressive jackpots. It’s such an effective way to drive more coin-in.

Leverage Data-Driven Decision Making

Last, but certainly not least, analyze content performance and guest interaction data to tailor promotions and messaging. Successful casinos use these insights to optimize signage placement, timing, and content relevance.

Don't Forget about Your Convention Space

Your convention center isn't just a venue—it's a revenue powerhouse waiting to be unleashed. With strategic digital signage, you can transform these spaces into dynamic environments that attract event managers and boost your bottom line. Offer customizable branding packages that turn your convention spaces into immersive extensions of each event. Use interactive wayfinding to enhance attendee experiences and promote on-site amenities. Also, don't overlook the potential for ad sales—local businesses and event sponsors will jump at the chance for premium visibility. In the competitive world of event hosting, your digital signage strategy could be the deciding factor that sets you apart and drives substantial ROI. Remember, every screen is an opportunity to guide, promote, and amplify excitement, making your convention space a strategic asset in your casino's success story.

Looking Ahead: The Future of Casino Digital Signage

As technology evolves, digital signage in casinos will become even more intelligent and personalized. Predictive analytics and AI will enable hyper-targeted content delivery based on guest behaviors and preferences. Imagine signage that adapts in real time to a guest’s location, loyalty status, or gaming history—it’s all in the near future.

Wrapping This Post Up

Digital signage is no longer a nice-to-have—it’s a strategic asset for casinos looking to stay competitive and deliver exceptional guest experiences. By following these best practices, casino operators can unlock the full potential of digital signage.

Whether you're aiming to boost revenue, streamline operations, or elevate your brand, digital signage offers the flexibility and impact to make it happen. In a world where attention is currency, casinos that invest in better digital signage will always come out ahead.

Ready to roll the dice on digital signage? Reach out. With the right digital signage strategy and platform, your casino won’t just play the game—it’ll change it.