Light & Wonder has strengthened its marketing capabilities with the acquisition of loyalty and marketing software provider House Advantage in an all-cash transaction.

Founded in 2004 and based in Las Vegas and India, House Advantage (HA) develops loyalty solutions for the gaming and hospitality industries.

Its core platform, “HALo”, provides an omni-channel loyalty and marketing solution that integrates and collects data from multiple systems across land-based and digital channels.

Commenting on the acquisition, Light & Wonder interim CEO Matt Wilson said: “Loyalty is no longer just about a player’s card; it’s about the player journey across all touch points.

“The addition of HA’s industry leading software and technology solutions allows us to capitalise on the growing convergence of digital and land-based gaming.

“With HALo, we gain a powerful omni-channel player loyalty solution that complements our current product family and enables us to deliver a truly differentiated offering,” he added.

Light & Wonder interim CEO Matt Wilson: “The addition of HA’s industry leading software and technology solutions allows us to capitalise on the growing convergence of digital and land-based gaming.”

Wilson also commented that the acquisition adds “stable, high-margin recurring revenue streams” to Light & Wonder’s business and offers “significant growth potential to bolster cash flows for the benefit of all stakeholders”.

In connection with the transaction, Light & Wonder has named House Advantage founder and CEO Jon Wolfe as SVP and president of global systems and services, while some 20 other employees of HA will also join Light & Wonder.

Wolfe has more than 25 years of experience in building business intelligence and customer information systems in the gaming and hospitality sector.

“By joining Light & Wonder, we will be able to expand the reach of our solutions and gain resources to accelerate the development of cutting-edge technology to help customers optimise player management,” Wolfe said.

“Convergence of disparate platforms and unification of data across these platforms into a contiguous customer experience is our hallmark, and we’re excited that Light & Wonder shares our player-centric mindset and our vision for creating a converged, cross-platform future,” he added.

Light & Wonder has grown into a company with 6,000 employees creating content and products for land-based casino gaming, social and digital channels.

Happyhour.io co-founder and CEO Robin Reed recently surprised the audience at iGaming NEXT Valletta when he highlighted that Light & Wonder itself is an attractive takeover target. He predicted that the supplier could be acquired by Stockholm-listed Evolution.

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