Creative Realities, a provider of digital signage and media solutions, on Tuesday announced the modernization of Rogers Arena, home of the Vancouver Canucks, marking the company’s first full-scale deployment in Canada’s IPTV and live venue industry.

Creative Realities teamed up with Uniguest on the venue-wide technology refresh, which aims to enhance advertising opportunities, fan engagement and food and beverage operations. The deployment includes more than 900 digital displays powered by Uniguest’s Tripleplay IPTV and digital signage and LG Electronics Canada’s high-definition screens placed across concourses, suites, food counters, retail spaces, clubs and restrooms.

The Rogers Arena upgrade also includes “moments of exclusivity triggers, allowing the arena to synchronize all screens during key moments, such as goal celebrations, ensuring fans never miss a second of the action,” according to Creative Realities.

“Now that the stadium is equipped with a full IPTV solution, the sponsorship team has the ability to target messaging and advertisements down to individual displays, rather than being limited to a single channel,” Lee Summers, president of sports and entertainment at Creative Realities, tells MiC. “This allows for zone-specific messaging and premium demographic placements.”

Rogers Arena’s new digital signage creates real-time opportunities to highlight premium offerings, influence purchasing decisions and drive greater concession and merchandise sales, says Mike Della Mora, sales director of business solutions at LG Electronics. “By integrating LG’s high-definition displays with a strategic content approach, the team can create visually stunning menus and promotional content that enhance the fan experience while driving engagement and sales,” Della Mora says.

CRI has a strong footprint in the U.S. market, providing services to more than 50 professional sports venues.