MRG Systems continue to be leading force in the digital signage sector. Betting Business speaks with Darren Macdonald about their products, and why they are so vital to betting shop experience.
[dropcap]D[/dropcap]igital signage is one of the biggest aspects of the modern betting shop and the ability to engage customers successfully through them is paramount. For Darren Macdonald at digital signage outfit MRG Systems, getting this wrong can be costly, while getting it right makes all the difference.
The prospect of a successful bet is an exciting one, and the right display strategy is an excellent way to engage customers even before the events begin. Real-time odds updates and multi-media displays can all help build drama and drive engagement, keeping the customer entertained all the while.
“They want to be pulled along with the drama as it builds toward the start of a big event and they want to feel part of the experience,” Macdonald explained. “In short, they want to be entertained.”
In the current marketplace the importance of accurate real-time price changes has never been greater, so their transmission has to be to the highest standard.
The company provides two solutions, BIDS5 and LiveSpace, each with a distinct identity designed for today’s betting environments.
“A lag in the display of prices has the potential to be costly, certainly awkward at best,” Macdonald said. “Our display systems work hard to ensure the data is delivered to your screens as soon as it is available, in multiple locations with minimal latency.”
It is in this regard that many home-grown or off-the-shelf solutions may not be up to the standard required, with potentially unsatisfactory results.
MRG also allow for the central scheduling of displays where they can be regionalised, individualised or standardised, all from a central location. This allows shops to create special offers to appeal to the tastes of their local demographics, a key feature in sports betting where one big event may not necessarily be a big event anywhere else.
Macdonald noted the diversity of content available on the systems: “We can display all sorts of data, live streaming and video, include social media and information from other sources to bring together a fully joined-up, synchronised package that customers can join in with and get excited about.”
For ease of use MRG display systems allow for templating in HTML, the most commonly used display language worldwide, making them easily accessible.
“Templates can be managed by the team, and new ones can be created in-house. This flexibility allows marketing to change very quickly and respond to real world events. The inclusion of up to the minute content on a group of screens keeps customers engaged.”