Williams Interactive, the B2B i-gaming division of Illinois-based WMS Industries, has announced that it is to supply land casino operator Affinity Gaming with its Play4Fun Network, branded to the operator’s A-Play loyalty program.
The deal empowers Affinity Gaming to leverage the free-play Play4Fun Network online gaming platform to build an engaged online and mobile community by providing players at the twelve Affinity Gaming casinos and resorts spread across four US states with remote slot content, a Williams Interactive spokesman said Friday.
Affinity Gaming’s Play4Fun Network is scheduled for launch by the end of 2013, subject to regulatory approvals.
The Play4Fun Network white label product is a play-for-fun platform designed with the online gaming tools and marketing capabilities that traditional brick-and-mortar casinos can leverage to expand their brands online and build an engaged online community of casino players.
The Play4Fun Network platform will integrate with the A-Play loyalty program, giving Affinity Gaming a complete view of player activity online and on the casino floor. The platform provides easy-to-use, turn-key marketing capabilities that will empower Affinity Gaming to leverage these incremental player touch points to create and manage messaging personalised to target players based on activity, loyalty tier or even location through next-generation technologies like Geofencing and Push Notifications.
These highly focused marketing offers can deliver real-time messages to target players on their iOS or Android tablets and smart phones.
The platform leverages proven social gaming mechanics to increase its ability to engage and retain players by recognizing their game activity over time with leaderboards and access to new unlocked content.
The cloud-based open architecture of the Williams Interactive Play4Fun Network platform makes it a flexible and scalable option, able to accommodate both the short- and long-term free-play gaming goals of the company’s casino partners.
David Ross, chief executive officer of Affinity Gaming, said, “We are excited to be the first multi-property loyalty program in the country to leverage this free-play, i-gaming platform to begin engaging our A-Play Club members online and to expose our properties and brands to a broader audience through new distribution channels in a wider geographic footprint.”