One Unified Guest Experience.
When Bally’s set out to redevelop the historic Belle of Baton Rouge into a permanent land-based casino and entertainment destination, the vision extended far beyond gaming.
The property needed to preserve the architectural character of the historic atrium while delivering a modern, high-energy guest experience powered by real-time content, immersive digital environments, premium hospitality technology, and seamless operational control.
To bring that vision to life, Bally’s needed a technology partner capable of unifying every experience across the property, from the casino floor and sportsbook to restaurants, bars, public spaces, and guestrooms.
The Challenge
The original system design relied on multiple standalone technologies that introduce operational complexity, additional hardware requirements, and inconsistent user experiences across the property.
The new technology deployment also needed to respect the architectural constraints of the historic building while supporting long-term scalability.
The Alpha Approach
Alpha redesigned the technology ecosystem around a centralized AV-over-IP architecture powered by SAVI iQ.
The solution unified video distribution, audio control, experiential display systems, and digital signage into a streamlined operational platform, while a separate VITEC IPTV system delivered personalized in-room hospitality experiences across more than 300 guestrooms.
Alpha worked closely with Bally’s, consultants, and project stakeholders to integrate modern technology systems into the historic structure without compromising the integrity or visual character of the space.
Connected Experiences Across the Property
Alpha delivered a fully integrated technology ecosystem across every major guest and operational environment throughout the property, ensuring a seamless guest experience.
Casino Floor
DraftKings Sportsbook
Bars & Dining Spaces
Private Areas
Public & Social Areas
Guestrooms
Scalable Solutions Delivered by Alpha
Experiential Display & Sportsbook Technology
At the center of the property is the DraftKings sportsbook: a visually immersive destination designed around scale, energy, and real-time engagement.
Alpha deployed:
- A 47.5-foot concave LED video wall supporting up to 16 simultaneous content feeds
- A custom designed, dual-banded 70-foot LED ticker delivering live scores, odds, and sports updates
- Nested LED ticker elements integrated directly into the sportsbook entry architecture
Digital Signage
Alpha implemented a property-wide digital signage ecosystem featuring more than 70 LG commercial displays integrated directly with the SAVI IQ platform. The system enables centralized content distribution, live broadcast routing, branded messaging, and operational communications throughout Bally’s.
In-Room Entertainment
To extend the connected experience into hospitality spaces, Alpha designed and integrated a complete in-room IPTV solution across more than 300 guestrooms.
Using a full VITEC IPTV platform integrated directly with the Agilysys PMS system, Bally’s can customize room portal interfaces and guest-facing experiences in real time.
By integrating IPTV directly into the broader AV ecosystem, Alpha helped Bally’s create a more connected and differentiated hospitality experience for guests.
Unified Audio & AV Control
To support the energy and pace of the casino environment, Alpha deployed a fully zoned audio system spanning more than 180 speakers across gaming, sportsbook, dining, and entertainment spaces.
Staff can independently manage audio and content by zone while maintaining a consistent atmosphere across the property.
“The goal was to maintain a consistent level of energy across the venue. We implemented automated audio adjustments based on time of day, so levels adapt without requiring manual intervention, ensuring the space always feels active and engaging regardless of occupancy.” – Kevin Higginbotham, Senior Account Executive at Alpha
The Result: A Modern Casino Built for the Future
When Bally’s Baton Rouge opened its doors as a newly transformed land-based casino destination, every technology system worked together as one connected experience.
By unifying experiential display, digital signage, sportsbook technology, audio, and IPTV under a single operational strategy, Alpha helped Bally’s create an immersive entertainment environment that balances historic character with modern performance.
The result is more than a technology deployment; it is a new model for casino and hospitality environments designed around scalability, simplicity, and continuous guest engagement.
