ATLANTA - eTradeWire -- Casinos and high-end resorts face mounting pressures to deliver personalized and engaging guest experiences while optimizing operational efficiency. As casinos shift towards creating immersive, tailored environments, internet protocol (IP) video solutions are being explored to strengthen the ability for properties to deliver dynamic and immersive experiences for guests while promoting -- and directing traffic -- in-house service offerings.

So says Steven Forrest, relationship director for hospitality at VITEC, in a vidcast interview for journalists to explain how IP video technology is revolutionizing the ability of the high-end hospitality sector -- including casinos -- to address rising customer expectations in an extremely competitive marketplace.

"A growing number of industry leaders have already concluded that traditional analog video systems have struggled to meet these new customer demands, often leading to missed opportunities in guest satisfaction and revenue generation," he says.

By replacing outdated analog systems, IP video offers the flexibility to adapt displays in real-time, turning every screen into a tool for engagement and revenue.

Personalizing the Guest Experience

A key advantage of IP video, explained Forrest, lies in the technology's ability to customize guest experiences across the property. This is because traditional video systems are static and lack the ability and agility to enable personalization.

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"IP video, by contrast, can not only be integrated into the sophisticated  enterprise IT systems of resorts and casinos, but can take advantage of management consoles that allow venue managers to make real-time adjustments based on guest profiles, special events, and new facility offers to create tailored experiences for VIPs, repeat guests, and newcomers alike," he says, adding: "Legacy video systems can't distinguish between different types of guests.

IP video goes beyond enhancing guest experiences; it also creates new revenue streams. Casinos can leverage their video network to promote amenities, encourage guests to explore on-site options, and partner with local businesses for targeted advertising.

"Properly conceived and implemented, IP video strategies can transform every display into a revenue-generating asset," Forrest says. "Whether it's promoting a restaurant or selling advertising space, the system turns guest engagement into financial returns."

The adaptability of IP video also allows properties to update messaging in response to real-time conditions, ensuring they can maximize occupancy and guest spending.

Enhancing Safety and Efficiency

Safety is a top priority in casino environments, and IP video systems offer significant advantages over legacy analog video systems for emergency management. With centralized control, properties can override content on all screens to deliver emergency instructions, enhancing guest safety during critical events.

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"Analog systems can't match the control and responsiveness of IP video," Forrest notes. "In an emergency, broadcasting critical information across the property can keep guests and staff safe."

IP video's integration with other systems, such as digital signage, further streamlines operations by consolidating control, enhancing efficiency, and reducing management complexity.

Despite its benefits, some properties are hesitant to adopt IP video due to concerns about perceived costs and technical complexities. However, long-term analysis of the investments compared to returns has consistently demonstrated that IP-video across resort and casino facilities has reduced total-cost of ownership of video operations while driving top-line revenues in ways that cannot be matched by legacy systems.

"Investing in IP video sets up your property for long-term success," Forrest says. "It's scalable, adaptable, and designed to grow with your needs, making it ideal for both new builds and retrofits."

Moreover, as the technology evolves, IP video will continue to integrate with emerging technologies like AI, further enhancing personalization and operational efficiency.

The Future of Hospitality

As casinos strive to deliver personalized experiences and maximize revenue, IP video is a crucial enabler. Replacing outdated analog systems offers casino, resort and other high-end property managers the opportunity to significantly enhance personalization, operational efficiency, and guest safety by turning every screen into a strategic asset.

"The bottom line," Forrest concludes, "is that IP video is a foundational technology for future growth and adaptability in this sector. It's not just about meeting today's demands but preparing for the future of hospitality."

[EDITORIAL NOTE: To view the full interview with VITEC's Steven Forrest, click here]