Affinity Gaming partners Williams Interactive for social casino launch

9th September 2013 7:41 am GMT

Williams Interactive, the online gaming arm of US gaming supplier WMS Industries, has signed a deal to provide its free-to-play Play4Fun Network to US casino operator Affinity Gaming.

Affinity becomes the second casino operator to sign up for Williams Interactive’s free-to-play Play4Fun Network, following Seattle’s Snoqualmie Casino.

The deal with Williams Interactive will see Affinity launch the A-Play Play4Fun Network before the end of the year, customised to its A-Play customer loyalty programme, which allows players to earn points for every slot they play in the company's casinos. Through these points, players can enjoy discounts for hotel rooms, dinner and show tickets, as well as gain entry into exclusive events.

The solution will allow players at the company’s twelve US casinos and resorts to take part in their favourite slot games in between visits to the casino floor on their computers, tablet or mobile including iPad, iPhone and Android devices.

Through integration with A-Play, Affinity will be able to track player behaviour both online and in its casinos, helping develop personalised marketing approaches based on customer activity, their level of loyalty, and location through the use of geofencing technology.

Williams Interactive chief executive Orrin Edidin said he was “excited” to launch Play4Fun with what he described as “another cutting-edge casino operator.”

“Our comprehensive free-play iGaming solution provides access to the types of games their players enjoy when they visit the casino floor; and through robust marketing capabilities, our platform provides Affinity Gaming the tools its casinos need to engage players between casino trips,” Edidin explained.

Affinity’s A-Play Play4Fun Network will launch with free-play versions of popular WMS slots including Invaders from the Planet Moolah, Brazilian Beauty and Super Jackpot Party.

Affinity CEO David Ross said that his company had selected the Play4Fun Network following “a careful evaluation process as the best platform through which to build a player community engaged with our brand online, providing them exciting virtual gaming experiences where they spend time off our casino floors.”

“We look forward to leveraging the platform's turn-key marketing functionality to provide our players the friendly, personalized attention our casinos are known for to provide them compelling reasons to visit us again,” he said.

Affinity’s casino operations consist of twelve casinos, six of which are located in Nevada (Buffalo Bill’s Resort & Casino, Primm Valley Resort & Casino, Whiskey Pete’s Hotel & Casino, Silver Sevens Hotel & Casino, Henderson Casino Bowl, and Rail City Casino), three in Colorado (Golden Mardi Gras Casino, Golden Gates Casino, and Golden Gulch Casino), two in Missouri (Mark Twain Casino and RV Park, and ST. Jo Frontier Casino) and one in Iowa (Lakeside Hotel & Casino).  

Additionally, Affinity provides consulting services under an agreement to support the operations of the Rampart Casino at the JW Marriott Resort in Las Vegas.

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