House Advantage purchase drives Light & Wonder’s cross-platform goals

Light & Wonder has advanced its cross-platform ambitions after disclosing an agreement to acquire substantially all of the assets of House Advantage.

The group, founded in 2004 and based in Las Vegas and India, develops loyalty solutions for the gaming and hospitality industries centred around its HALo platform.

This omnichannel loyalty and marketing solution collects data from multiple systems across land-based and digital channels and aims to facilitate the delivery of tailored marketing programs and incentives.

“Loyalty is no longer just about a player’s card; it’s about the player journey across all touchpoints,” explained Matt Wilson, interim Chief Executive Officer of L&W

“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 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 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.”

Adding: “With House Advantage, we are also adding an extremely talented team to our incredible team of creators around the world, including their visionary leader, Jon Wolfe. 

“I am confident that Jon’s experience and expertise will help us advance our systems strategy and unleash the enormous potential of our systems team.”

The purchase, as mentioned above, will also see Jon Wolfe, House Advantage Founder and CEO, become SVP and President, Global Systems and Services at Light & Wonder. In addition, around 20 other employees will also make the transition as a result of the acquisition. 

“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,” added Wolfe. 

“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.”