Going greener
In 2014, OLG switched its digital signage network to run on 100 per cent ‘green energy’ from Bullfrog Power.
“Our network was already using EnergyStar-certified screens and hardware at the time,” Tutton explains. “The switch continued our efforts to use low-impact technologies.”
Under the commitment, Bullfrog promised to add nearly 1.3 million kilowatt-hours of electricity from low-impact, renewable sources to Ontario’s grid to match the level of consumption by OLG’s digital signage. This is reportedly equivalent to reducing carbon dioxide (CO2) emissions by approximately 520 tonnes (573 tons) or removing 109 cars from the road.
Reaching out to retail
In late 2014, a digital signage pilot program was launched with Ontario’s dedicated lottery retailers (DLRs), who operate lottery-only kiosks in shopping malls throughout the province and generate a small but significant portion—about $130 million each year—of OLG’s overall sales.
For this program, OLG added large-scale screens to two of the kiosks in Toronto, supported by Capital Networks’ Audience software and services.
“Our IT team worked with Capital Networks in support of our lottery division’s vision for
a better point-of-purchase (POP) experience,” says Tutton. “They provided not only technical support, but also industry insights, making suggestions to improve the project.”
The new kiosks were a year in the making. In addition to the large screens, tablet computers were integrated to help customers learn how to play various games and check their tickets.
“Consumers love the new look and feel,” says Larry Colatosi, OLG’s executive director of sales. “The retailers are really enjoying it too, as the new design enables them to satisfy more customers and drive top-line revenue and their commissions.”
Soon, other DLRs were asking to become part of the rollout.
“It was a great project that may be expanded soon,” says Tutton. “There’s a big opportunity on the lottery side.”
The live event
Most recently, OLG used its casino screens to promote and display its first-ever live million-dollar prize draw. Known as the ‘Swipestakes,’ the draw was promoted to WCR members across the network through a series of messages, including a countdown to the live event, which was held on July 16, 2015.
The event, including the draw, was conducted using the screens at each venue by displaying
a digital interactive show. Out of 224,000 who entered the initial contest in June, 88 qualified WCR members watched with their guests to see whose randomly assigned number would pop up for the prize. In the end, the winner was Helena Vermeeren of London, Ont.
In 2014, OLG launched a pilot program with larger screens at dedicated lottery retailers’ (DLRs’) kiosks in shopping malls.
“It was an incredibly complex undertaking,” says Tutton. “We needed to be able to communicate with the 88 potential winners across 45 draws, representing almost 4,000 combinations. This required the production of more than 400 videos, to ensure each draw result was unique. We worked closely with Capital Networks to ensure the content was triggered and distributed live across the province, from one central point.”
Keeping fresh
OLG has also tried other ideas along the way. Touch screens, for example, were not well-received among the casinos’ older demographics.
“Digital signage on a gaming floor is part of the ambience and doesn’t need to provide as much return on investment (ROI) as other types of networks do,” Tutton explains, “but it’s only as fresh as its oldest content. So, while the vast majority of our work is supporting existing business communications, we’re also trying to expand how digital signage is used. We’re starting to look at interactive connectivity through beacons and I’m pushing for gamification to engage customers. Following the example of the live draw, we are already starting to feature more data-driven content.”
With files from OLG and Capital Networks. For more information, visit www.olg.ca and www.capitalnetworks.com.
