The marriage between a company with unique and innovative offerings like Allin Interactive and a data-driven business like the gaming industry was a match made in heaven. “The beauty of the gaming industry is that there is a real desire, and the ability, to affect and then immediately measure consumer behavior,” says Broadband Hospitality’s Senior Vice President of Sales and Marketing John Troutwine, who recently led Allin Interactive through its acquisition by Youngstown, Ohio-based Broadband Hospitality. “There aren’t many other industries where there is so much knowledge about the transactional history, demographics and preferences of every guest who has a membership card. “Our services allow the casino to fully leverage that data in a way that can make those guests proactively happier and more satisfied, on the spot. And that, ultimately, drives more revenue. At the end of the day, isn’t that the goal of every business?” Of course, when Allin Interactive launched 25 years ago, technology and know-how were way behind where we are today. Based out of Ft. Lauderdale, Florida, Allin Interactive’s original mission was to deliver interactive television to guest rooms on cruise ships. However, cruise lines quickly learned that they could drive incremental revenue by simply delivering “specials of the day” messages to passengers through their cabin TVs. Eventually, the burgeoning company brought the idea of personalized, collaborative messaging for cruise ship guests to brick-andmortar casinos, beginning with The Borgata in Atlantic City in 2012. Today, the company, through direct deals and via its partnership with cable television giant Cox Communications, serves over 30,000 guest rooms in more than 20 casino properties in 10 US states as well as Caribbean casino resorts in The Bahamas and Aruba. Since 2012, the company has greatly expanded what it can offer as interactive technology has grown exponentially while the casino industry has continued its massive expansion. In addition to remaining the leader in turnkey, integrated high-definition interactive television solutions for hotel guest rooms with its DigiHD™ ITV product, Broadband Hospitality has launched its DigiMobile™ app and DigiPublic™ signage platforms to create a “triple-play” of guest-facing technology for the gaming industry. The company’s DigiMobile app, available for iPad, iPhone, and Android, allows guests to download a branded app experience, giving the casino a vehicle to deliver property information, specials and services to guests’ personal mobile devices. Station Casinos, which operates more than 20 gaming properties across Nevada and California, is one of the first gaming companies to deploy the app, which allows enterprises and properties to manage their own content from a specially developed browser-based back-end system (DigiManager) with the goal of driving revenue via targeted and timely messaging to guests both on and off property. “It’s perfect for a property that has a desire for a really comprehensive functional marketing player app, but doesn’t want to build it from scratch,” explains Troutwine. He added that a new “video chat” feature has been added to the app, which allows guests to interact face-to-face with casino hosts, front desk services and other areas of the property. “This feature really brings back the personal touch that players expect, and is delivered through the device that they carry all the time.” DigiPublic is a revolutionary digital signage product that provides casinos with a flexible and modular template design that, like DigiMobile, is completely in their control, enabling unlimited creativity, schedulable elements, and brand consistency. Integrated with LG displays and BrightSign players, DigiPublic supports everything from rotating promotional demonstrations with automated jackpot and prize drawing interrupts, to restaurant menu boards, to touchscreen kiosks. “One competitive advantage is that our development team is 100% US-based and internal, and they love to create guest-facing products that deliver immediate and tangible results for our casino clients,” says Troutwine. “That’s what casinos are hungry for and we’re thrilled to be able to provide that kind of service to our gaming clients.” Interactive Technology Ups the Odds for Happier Guests and More Revenue
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