Light & Wonder, Inc. announced that it has acquired substantially all of the assets of House Advantage, LLC (HA), a leading loyalty and marketing software and technology provider, in a cash transaction.
Founded in 2004 and based in Las Vegas and India, House Advantage 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 for customers to seamlessly integrate House Advantage solutions into their casino management systems (CMS) to deliver highly 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 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 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.”
In connection with this transaction, Light & Wonder has named House Advantage Founder and CEO Jon Wolfe as senior vice president, global systems and services, and approximately 20 other employees of HA will become employees of Light & Wonder.
Wolfe is an industry veteran with more than 25 years of experience building leading business intelligence and customer information systems in the gaming and hospitality sector. He has a track record of driving growth and profitability by capitalizing on industry tailwinds and building strong relationships with the largest operators in the gaming and hospitality industry.
Wilson continued, “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.”
“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,” said 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.”
The transaction represents the first growth move by L&W since its decision to divest its lottery and sports betting divisions to concentrate on moving forward as a content supplier for land-based, online and social casinos. Those divestitures did not include L&W’s systems division, which remains the leading supplier of systems technology to the gaming industry.