Light & Wonder Thursday announced the acquisition of all assets of House Advantage in a cash transaction.
House Advantage is a loyalty and marketing software and technology provider, was founded in 2004 and based in Las Vegas and India. The company develops loyalty solutions for the gaming and hospitality industries. House Advantage’s core platform, HALo, provides a comprehensive omnichannel loyalty and marketing solution by integrating and collecting data from multiple systems across land-based and digital channels. HALo’s unified technology layer offers an open framework to seamlessly integrate House Advantage solutions into casino management systems to deliver tailored marketing programs and incentives.
“Loyalty is no longer just about a player’s card; it’s about the player journey across all touchpoints,” said Light & Wonder interim CEO Matt Wilson in a statement. “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 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.
Wilson added that House Advantage adds “stable, high-margin recurring revenue streams with significant growth potential to bolster cash flows for the benefit of all stakeholders.”
In conjunction with the transaction, Light & Wonder has named House Advantage Founder and CEO Jon Wolfe as SVP and President, Global Systems and Services. Approximately 20 House Advantage employees will join Light & Wonder.
Wolfe has more than 25 years of experience building leading 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 optimize player management,” Wolfe said in a statement.
“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.”
