Affinity Gaming launches on Williams Interactive’s Play4Fun Network

9th January 2014 7:57 am GMT

Nevada-based casino operator Affinity Gaming has launched its new social casino offering on Scientific Games subsidiary Williams Interactive’s Play4Fun network.

The launch follows an agreement between the two companies signed last September.

The new free-to-play offering, A-Play Connect, has been customised for Affinity’s A-Play loyalty programme and allows the operator to develop player engagement by offering social casino games to its customer base.

A number of repurposed slot games provided by WMS Gaming will be rolled out on A-Play Connect including Rome & Egypt, Enchanted Kingdom and Super Jackpot Party. The site will also become the first to launch with WMS' video poker games including Double Double Bonus Poker and Deuces Wild.

The Play4Fun network allows land-based operators to boost player retention by allowing them to gather customer data and target players with tailored marketing campaigns. An iPhone variant of A-Play has also gone live, with iPad and Android versions to follow later in the year.

Affinity Gaming chief executive David Ross described the launch as a leap forward in his company’s ability to develop “engaged community of players, providing casino entertainment in an environment where we can extend personalized offers and marketing messages that give them reasons to make additional trips to any of our casino floors.”

Williams Interactive vice present and managing director of the US and emerging markets Bob Hays added: “We’re excited to provide Affinity Gaming the capabilities their operation needs to build an engaged online player community anchored by our authentic Vegas-style slot game library.

“The engagement and retention mechanics provided by combining our player-favorite games with proven social casino mechanics will allow Affinity Gaming to realize exciting benefits from the convergence between casino entertainment online and on casino floors."

Affinity becomes the second land-based operator to launch on Play4Fun after Seattle’s Snowqualmie Casino.

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