A Q&A with Ken Newbury, SVP of Technology & Engineering at McCann Systems
When people think of a sportsbook in New Jersey or anywhere in the world, the first thing that probably comes to mind is the massive, high-resolution video wall filled with scores, action, and commentary. Of course, not everyone is there for the same purpose. Some are there for entertainment, hospitality, some for wagering, and everyone wants to follow their team or sport. One of the biggest challenges in sportsbooks is delivering a complete experience, which means creating the aural part of those impressive visuals and ensuring each patron hears what they’re interested in. In this post, we sit down with Ken Newbury, SVP of Technology & Engineering at McCann Systems, to discuss how an audiovisual integrator designs the audio experience at major sportsbooks.
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What are some of the biggest challenges you face when designing directional and zoned sound systems for sportsbook venues?
Ken Newbury: In the past, audio wasn’t a priority in sportsbooks. Sound quality was often poor, bleeding from one zone to another, creating a subpar experience. Today, the goal is for audio to be on equal footing with the visuals. You want the sound to come from the screen you’re watching, but these spaces can have multiple levels, VIP areas, and unique layouts, complicating the audio setup. The key is to deliver a zoned sound experience so each patron hears what they’re watching, depending on where they are standing or sitting. It’s not as easy as you might think.
Can you give us some background on the technology that goes into these systems?
Ken Newbury: Modern digital tools have completely changed the game for us. One of those is EASE software, which allows us to model a venue in 3D before we even install a single speaker. This helps us plan speaker locations, estimate sound pressure levels (SPL), and account for acoustics, such as reverberation and delays. EASE also has an extensive database of speakers and their specs, so we can simulate how different brands and models will perform in the space.
One of the most interesting and advanced solutions is Holoplot, a complete system that combines speaker arrays and software that uses wave field synthesis and beamforming technology. It allows for the creation of highly targeted, directional sound fields. It’s almost like painting with sound. In a sportsbook—like the Ocean Resort sportsbook in Atlantic City—we’re able to focus the sound so that fans watching a baseball game hear every bit of commentary without interference from the NFL game on the next screen. Holoplot is used in the Sphere in Las Vegas to provide unique audio experiences—certain rows of seats hear different languages or content than the row next to them.
How does McCann Systems approach building these audio systems?
Ken Newbury: At McCann, we see ourselves as producers of experiences, not just installers of AV systems. You might say we walk into a project with a blank slate—no predetermined brands or systems. We work backward from the client’s vision of what they want their patrons to experience. We also help the client by presenting what’s possible with the current technology, and as in most things, budgets play a role. We’ll also mix and match technologies and products, integrating them to meet the requirements for the experience while also considering cost, future-proofing, and reliability.
Ease of use is also an important part of these systems. We understand that the people operating these systems will not be AV experts. That’s why we build control systems that make managing sound simple. With just a few clicks, sportsbook staff can ensure that the audio matches what’s being viewed so they can adapt the space quickly for different events.
What excites you about the future of directional and zoned sound in other applications beyond sportsbooks?
Ken Newbury: There’s so much potential beyond sportsbooks. We’re already seeing exciting applications in entertainment venues like the Sphere in Las Vegas, where sound can be tailored for different sections of the audience—one row can hear something completely different from another just feet away. Imagine applying that precision to live concerts, where you can enjoy the music while sitting at a bar outside the main arena without missing a beat. Or in art installations—think of places like Meow Wolf—where sound plays a key role in creating immersive, multi-sensory experiences. We’re really just scratching the surface of what’s possible.
McCann Systems is excited by the possibilities of using the latest audio technologies to create differentiated experiences in sportsbooks, art installations, immersive entertainment, and more. If you have a project you’d like to discuss, use the chat button below to start the conversation or fill out our online contact form. We look forward to connecting!
