This paper summarizes the results of a joint project conducted by Intel, Research Strategy Group, Ontario Lottery and Gaming, Capital Networks and EdCom. The project was conducted between August – December 2012. The goal was to understand the effects of digital signage on non-gaming sales and offers in a casino environment.
The project was set up using an experimental design to compare venues with digital signage to venues with static signage to venues with no signage over three time periods.
The results allow us to estimate the effect of digital signage at the casino venues in three areas: free giveaways, restaurant menu item sales and sign-ups for a loyalty program.
The Anonymous Video Analytics (AVA) data provided by the Intel Audience Impression Metrics (AIM) Suite help to understand the impact of the digital signage in relation to static signage and no signage and to draw important insights about the optimal location and content design for digital screens.
Overall, the results confirmed that digital signage has a notable impact on food purchase decisions such as those pertinent to free giveaways and restaurant items but on the more complex decision-making required for signing up to a loyalty program, it was difficult from the results of this study to detect a measurable response.