Light & Wonder has announced that it has acquired substantially all of House Advantage’s assets, LLCa leading provider of cash transaction marketing and loyalty programs and technologies.
Price tag is not disclosed.
Founded in 2004 and headquartered in Las Vegas, India, House Advantage develops loyalty solutions for the gaming and hospitality industries. House Advantage’s core platform, “HALo,” provides a marketing and loyalty solution by integrating and collecting data from multiple systems across terrestrial and digital channels.
“Loyalty is no longer just a player’s card; it is about the player’s journey through all touch points. By welcoming the HA team to L&W, we are strengthening our position and accelerating the transformation and growth of our systems business to deliver greater value for our customers,” said Matt Wilson, interim CEO of L&W.
“Adding HA’s industry-leading software and technology solutions allows us to take advantage of the growing convergence between digital and terrestrial gaming. With HALo, we get a powerful multi-channel gamer loyalty solution that complements our existing product family and enables us to deliver a truly differentiated offering. Furthermore, HA adds streaming Stable, high margin recurring revenue with significant growth potential to enhance cash flow for the benefit of all stakeholders.”
Under the deal, Light & Wonder House Advantage Founder and Executive Director John Wolfe as Senior Vice President and the president, Global Systems and Services, and about 20 other employees at HA will become employees of Light & Wonder.
Wilson added, “With House Advantage, we are also adding a highly talented team to our fantastic team of innovators around the world, including their visionary leader, John Wolfe. I am confident that John’s expertise and experience will help us advance our systems strategy and unlock the tremendous potential of our systems team. “.
“By joining Light & Wonder, we will be able to expand our solutions and gain resources to accelerate the development of cutting-edge technology to help customers improve player management,” Wolf said. “Convergence between disparate platforms and unifying data across these platforms into a contiguous customer experience is our hallmark, and we’re excited that Light & Wonder shares our player-centric thinking and vision to create a converged cross-platform future.”