Williams – Affinity launch new online gambling platform

A collaborative agreement signed in September last year between US companies Affinity Gaming and Scientific Games subsidiary Williams Interactive came to fruition Tuesday with the launch of Affinity’s A-Play Connect Play4Fun Network.

Under the terms of the deal, Williams agreed to provide the American land-based operator Affinity with a freeplay i-gaming platform compatible with its loyalty and marketing programs and convertible to real money action if and when required.

The new platform has been deployed to serve online and mobile gamblers at Affinity’s 11 land casinos and resorts across the United States. The platform currently has iOS capability, with Android due for inclusion soon.

Gaming content on the new platform includes popular and well-proven slots and video poker games from WMS, the Williams parent group that was recently acquired by Scientific Games .

Affinity CEO David Ross described the new platform as a “…leap forward in our ability to build an engaged community of players, providing players casino entertainment in an environment where we can extend personalised offers and marketing messages that give them reasons to pay additional visits to any of our casino floors.”

Williams Interactive md for US operations, Bob Hayes, said: “The engagement and retention mechanics provided by combining our games with proven social casino mechanics will allow Affinity Gaming to realise exciting benefits from the convergence between casino entertainment online and casino floors.”

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