"Through digital screens, we reach our audience in our own premises. It is a quick and effective communication channel that gives a modern impression."

portrait quote casino cosmopol– Jan Holmgren
Casino Cosmopol AB, Project leader


Interview with Jan Holmgren, Project leader, Casino Cosmopol AB

Casino Cosmopol is a wholly owned subsidiary of AB Svenska Spel. Sweden has four international casinos that you can visit in Malmö, Gothenburg, Stockholm and Sundsvall. The casinos have more than 1.1 million visits per year.

All casinos have digital screens. What was the reason for investing in this communication channel?
We are limited in our marketing and do not use TV or radio. Through digital screens, we reach our audience in our own premises. It is a quick and effective communication channel that gives a modern impression.

How do you use digital signage at the moment?
We have chosen to divide the premises into different zones to reach the right audience with the right message.

The entrance: Our monitors act as "callers" and address the public outside. Here we primarily show upcoming events and restaurant promotions.

General premises: The visitors get information about upcoming events, restaurant promotions, membership, responsible gaming, various games, etc.

Staff: We focus on internal communication, and the news items show current events, vacant positions, activities for staff and the weekly menu.

A few casinos also have videowalls. The aim here is to create an attractive and pleasant environment.

How do you work with the content?
Each casino has a marketing coordinator responsible for updating the local information. Shared information for all casinos is managed centrally. Updates are issued regularly every week.

What is the advantage of using templates?
We ensure that our graphic profile with the right fonts, images and graphic design is used. It's quick and easy to update content and the employee does not have to have any experience of using graphics. This means that we maintain creativity at the casinos and their marketing coordinators can update the content.

Do you have any advice for someone who wants to invest in this communication channel?
Get ready-made templates that comply with corporate branding. This allows you to secure your graphic profile while ensuring creativity at the local level.

Effective communication often means simple, short messages, so adapt your content accordingly.

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