Topline learning from the 2024 AV Tech Survey
The Impact of AV Tech on Casino Guest Experience & Revenue
The Goal: Gain insight and learn the role AV tech plays on Guest Experience and ROI.
Setting the Stage – The Guest Experience Conundrum
Audio-visual technology has become a cornerstone of the modern casino experience, with 87.5% of surveyed operators acknowledging its critical role. Yet, there’s a paradox: while AV is celebrated for elevating the guest experience, few casinos track its tangible outcomes like increased retention or revenue.
Why does this gap exist? It’s a challenge rooted in complexity, where the “wow factor” of experiential displays and soundscapes isn’t easily translated into measurable business results. The real question is: how can casinos harness data to turn AV investments into quantifiable success?
Survey participants
What is your primary role in
the casino?
the casino?
What is the number of slots in your
property?
property?
How many years has your property been in operation?
87.5%
of respondents say AV technology plays a significant
or extremely important role on the guest experience
The Missing Link – Connecting AV to ROI
Only 6.3% of casinos surveyed attribute a significant rise in guest retention to AV technology, despite widespread belief in its potential. This disconnect underscores a critical issue: without metrics, it’s nearly impossible to justify further investment. Observational data and guest feedback provide
glimpses, but they fall short of robust analytics.
Imagine if casinos could tie their immersive audio or interactive kiosks directly to foot traffic and gaming revenue. The path forward demands integrating AV performance tracking into operations — turning assumptions into actionable insights.
Imagine if casinos could tie their immersive audio or interactive kiosks directly to foot traffic and gaming revenue. The path forward demands integrating AV performance tracking into operations — turning assumptions into actionable insights.
Primary purpose of AV technology
Which AV tech currently has the most impact on GX?
3,55
In-Room Entertainment
3,69
Lighting
3,96
Interactive Kiosks/ Touchscreens
4,23
Digital Signage
4,28
IPTV
4,32
Audio 
Systems
4,42
Interior Experiencial Display
Emerging Trends – What the Future Holds
As casinos evolve, so do guest expectations. Respondents highlighted mobile integrations and immersive experiences as key trends shaping the future. These innovations go beyond aesthetics — they create personalized, seamless interactions that engage guests on a deeper level. From AR-enhanced
environments to user-friendly control systems, the challenge is clear: to align cutting-edge technology with the needs of a tech-savvy generation. Meeting these expectations requires modernization, not just for the "wow" but to ensure interoperability and ease of use across aging infrastructures.
Which emerging AV tech will have the most impact in the future?
The Importance of Tracking and Understanding Impact
While 90% of respondents acknowledge AV technology’s vital role in guest experience, the lack of measurable tracking limits its potential. Without data, it’s impossible to understand how AV investments drive guest retention, operational efficiency, or revenue.
Tracking methods, like integrating sales and foot traffic data or correlating guest feedback with AV usage, could transform anecdotal evidence into actionable insights. This isn’t just about proving ROI — it’s about aligning technology with strategic goals to maximize its impact.
AV technology is impactful but it’s not well-measured or tracked
40.4%
do not track AV’s impact on Guest Feedback &
Satisfaction
Satisfaction
52.6%
do not track AV’s impact on Guest Retention & Repeat Visits
23.6%
use Sales & Revenue Data to track the impact of AV
Tracking methods
are chiefly anecdotal:
How operators track AV’s impact on Guest Experience, rated by popularity of responses
Observation of guest behavior & interactions
Guest feedback and surveys
We don't track it
Sales and revenue data
Analysis of guest retention surveys
22%
Only 22% consider the ROI of AV technology to be high or very high, with average perceived rating of ROI being 2.9
A difference of perspective among stakeholders
When we asked “What metrics would you like to see improved?” people said:
Segment who consider that increasing revenue is a primary role of AV technology
AV tech seems to have positive
47.9%
said guests spend more time in areas with upgraded or advanced AV
81.3%
said implementing AV technology enhances operational efficiency
How does AV impact operational efficiency?
Rated by popularity of responses
Increased uptime
No impact
Reduce workload
Overcoming Challenges to Implementation and Upgrades
Despite the promise of AV technology, casinos face hurdles when modernizing systems. The top concern? Cost. Many perceive the price of implementation as outweighing the benefits, compounded by challenges like integration with aging infrastructure.
Moreover, late involvement of AV teams in planning often leads to inefficiencies. Simplifying processes, improving interoperability, and emphasizing long-term value are critical for overcoming these barriers and making modernization achievable.
Biggest AV Challenges
when implementing or upgrading
Cost of implementation
Integration with existing systems
Keeping up with technological changes
Measuring ROI
Staff training
Customer adoption
What improvements would you like to see in your current AV
system?
How will AV tech
shape the future
You have to give people a reason to leave the house, so they AV needs to be experiential, social media focused, and engaging.
As the average age of a guest changes to a generation with more AV experience and awareness, the need for effective and impressive AV systems becomes more critical to retain guests, and attract new guests.
It's not your normal day to day, right? It's a unique experience. It's a different experience in order to engage, probably your current guests, but even attract and retain those younger guests.
Important Juncture
Content Matters as Much as Technology
The success of AV systems depends not just on the hardware but the content they deliver. As one participant aptly noted, “Throwing TVs on a wall isn’t enough.” Casinos thrive when they craft environments that guests want to share, from mesmerizing visuals to captivating audio.
Compelling content transforms spaces into Instagram-worthy destinations, driving organic promotion. For casinos to leverage this power, they must prioritize content as a critical investment — allocating at least 25–30% of project budgets to its development.
Great guest experience can significantly benefit a business by boosting:
This can potentially allow for premium pricing due to perceived added value ultimately leading to increased sales and market share.
Customer retention
Increase brand loyalty
Generate positive WOM
Drive repeat business
Improve brand reputation
Download the Guest Experience Planning Guide
Crafting an unforgettable casino experience requires meticulous planning. Our Essential Guide walks you through critical considerations, ensuring your venture is a resounding success.
Download here
Download the Network Audio Audit Tool
Whether you’re a seasoned AV professional or beginning your journey in audio network design, it helps you evaluate your audio system’s performance and identify and prioritize additions to your existing system or new network build.
Download here
The Next Step
The findings reveal a clear opportunity: casinos recognize the value of AV technology in transforming guest experiences, but gaps in measurement and modernization hinder its full potential. By addressing these challenges — tracking ROI, improving system integration, and aligning AV investments with strategic goals — casinos can unlock long-term benefits. The time to act is now.
Ready to explore how AV technology can revolutionize your operations? Schedule your Vision Session today to start crafting a measurable impact strategy.
Ready to explore how AV technology can revolutionize your operations? Schedule your Vision Session today to start crafting a measurable impact strategy.