Abstract: A system includes first game machine with a first main display and a second game machine with a second main display organized in a bank of game machines. The system also includes an upper signage display, at least one other display (e.g., a filler display, an edge display, and an end cap display), and a chair display of a first gaming chair associated with the first game machine. The chair display, the upper signage display and the at least one other display form a first cumulative display area. The first cumulative display area is configured to present first content at a first time, and present second content at a second time. The second content is coordinated with a second cumulative display area of a separate bank of game machines.