Light & Wonder acquires loyalty specialist House Advantage and names new SVP
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.
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.