Light & Wonder acquires all assets from House Advantage

This includes the technology provider’s HALo marketing omnichannel solution.

Light & Wonder has acquired all assets from House Advantage (HA), a loyalty and marketing technology provider, in a cash transaction. L&W will be obtaining HA’s core platform HALo, which provides a comprehensive omnichannel loyalty and marketing solution.

HALo’s unified technology layer offers an open framework from which customers can seamlessly integrate HA solutions into their casino management systems to deliver tailored marketing programs and incentives. It collects and integrates data from multiple systems across land-based and digital channels.

L&W has also named HA founder and CEO Jon Wolfe as SVP and president, global systems and services. Wolfe is an industry pioneer with more than 25 years of experience building business intelligence and customer information systems in the gaming sector. Approximately 20 other employees from HA will also be incorporated into the ranks of L&W.

This acquisition is meant to solidify L&W’s loyalty program. The company’s CEO Matt Wilson commented: “Loyalty is no longer just about a player’s card; it’s about the player’s journey across all touchpoints. By welcoming the HA team to L&W, we are strengthening our position and accelerating the transformation and growth of our systems business to drive greater value for our customers.

“The addition of HA’s software and technology solutions allows us to capitalize on the growing convergence of digital and land-based gaming. With HALo, we gain a powerful omnichannel player loyalty solution that complements our current product family and enables us to deliver a truly differentiated offering. Further, HA adds stable, high-margin recurring revenue streams with significant growth potential to bolster cash flows for the benefit of all stakeholders.”

Robert Collins

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