Global gaming supplier Light & Wonder says it has bolstered its systems business after acquiring loyalty, marketing software and technology provider House Advantage, LLC.
The fully cash transaction sees Light & Wonder acquire “all of the assets” of House Advantage, whose Founder and CEO Jon Wolfe will now serve as SVP and President, Global Systems and Services at Light & Wonder.
Founded in 2004, House Advantage develops loyalty solutions for the gaming and hospitality industries, Light & Wonder said, with its core platform “HALo” providing a comprehensive omnichannel loyalty and marketing solution by integrating and collecting data from multiple systems across land-based and digital channels.
By integrating HALo into their casino management systems, clients can deliver highly tailored marketing programs and incentives.
“Loyalty is no longer just about a player’s card; it’s about the player journey across all touchpoints,” said Matt Wilson, Light & Wonder’s interim CEO.
“By welcoming the House Advantage team to Light & Wonder, we are strengthening our position and accelerating the transformation and growth of our systems business to drive greater value for our customers.
“The addition of House Advantage’s industry leading software and technology solutions allows us to capitalize on the growing convergence of digital and land-based gaming. With HALo, we gain a powerful omnichannel player loyalty solution that complements our current product family and enables us to deliver a truly differentiated offering.
“Further, House Advantage adds stable, high-margin recurring revenue streams with significant growth potential to bolster cash flows for the benefit of all stakeholders.”
Around 20 House Advantage employees will join the Light & Wonder team as part of the transaction.
“With House Advantage, we are also adding an extremely talented team to our incredible team of creators around the world, including their visionary leader, Jon Wolfe,” Wilson continued.
“I am confident that Jon’s experience and expertise will help us advance our systems strategy and unleash the enormous potential of our systems team.”
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