A digital out-of-home network in U.S. bars has upgraded its advertising tools, allowing premises owners to run custom-designed ads and promotional spots while keeping customers amused with games.
AMI Entertainment Network’s new Ad Manager 2.0 lets locations that have installed its Tap TV advertise food and drink specials, promote events, and place other commercial messaging on the screens that are also used for interactive free-to-play gaming.
The network, which already offered national trivia competitions through its screens, has now also added Tap TV Poker. Patrons can play free Texas Hold ’Em games – for virtual stakes only – through their smartphones, competing against participants nationwide as well as other customers at the same bar. Up to eight players can sit at each virtual table, with no limit to the number of tables at each location.
“We are currently installed in several hundred locations nationwide, and we anticipate this amount will grow significantly with the release of new channels like Tap TV Poker,” the firm’s Megan DePaul told Screenmediamag.com.
“Our locations are all currently in the U.S., but we have had interest from several other countries and are exploring those options. We sell our products to coin-op operators who negotiate placement of our products in their network of bars and restaurants, and these include single bars/restaurants as well as local chains.”
AMI says the network will encourage patrons to stay longer and return more often, as well as giving venues an opportunity to up-sell food and drink. Tap TV’s Mobile Spotlighting feature means every player gets the chance to see themselves on-screen.
It is far from the first company targeting U.S. bars with digital out-of-home media, or with electronic gaming. But AMI’s attention to the advertising potential of the audience provided by its gaming content illustrates the increasing convergence of the two.
That trend is seen everywhere from casinos – where the digitisation of the gaming floor has provided rich opportunities for using players’ screens to promote other aspects of the business – to retail, where “gamified” media can make for a much more interactive digital encounter with the customer than conventional, broadcast-style digital signage screens.