Upgrading video content on the brand’s 40+ in-house digital screens to better engage and inform members

Open 24 hours a day, 7 days a week, the Empire Casino in London is one of the UK’s busiest casinos, with 55,000 square feet of play space, bars, F&B outlets and entertainment.

The Challenge

The Empire Casino on London’s Leicester Square is the UK jewel in the crown of Caesar’s Entertainment. The casino already had a number of digital screens on site, but wanted us to develop a digital strategy so screens could be used more effectively for customer communication.

What we did

We worked with the casino and head office marketing teams to understand how the customer flow and customer journey worked for different visit occasions. We helped pull together a content strategy to improve the flow of information to customers throughout their journey.

The existing screens that the brand had installed throughout its different gaming, entertainment and eating zones were generally well-positioned, and we recommended they were supplemented with additional screens where specific messages were required.

We produced the creative direction for the overall design look and feel for video channel content at all UK Caesar’s casinos. Content for the channel incorporated brand- and campaign-led advertising, loyalty and rewards information and gaming content.

We configured the CMS to allow multi-level access, allowing central control over scheduling, updating and playlist of national content, and local Content Management System (CMS) access for easy, cost-effective and autonomous club-level input based on a series of intuitive on-brand video templates.

Special CMS functionality was developed for slots and roulette leaderboards, and dedicated jackpot announcement screens. 

The multiple digital video players in the venue also fully manage the video switching. At Empire the main Kaleidovision video switching control screen is on an iPad, so a Manager in the centre of the gaming floor can have full control over the content on each screen.

We worked closely on an integrated approach with Empire’s marketing, operations teams and AV integrator, and succeeded in sweeping away a clutter of different printed material. The club were able to reduce print costs significantly by getting rid of standees. 

A series of digital adverts based on the in-venue screen creative were also produced to run on screens on the London Underground, raising awareness and driving traffic to the casino. 


“Caesars properties in the UK have now transformed the way they communicate with their customers. Multiple video zones allow for digital marketing that is targeted, engaging and cost effective – all managed via our CMS from one central location.”

Amy Henaghan, Senior Account Manager, Kaleidovision

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