Light & Wonder Purchases House Advantage and Advances Cross-Platform Ambitions

Light & Wonder Purchases House Advantage and Advances Cross-Platform Ambitions

Light & Wonder advances in its cross-platform goals as almost all of the assets of House Advantage were acquired.

House Advantage was founded in 2004 and is now based in the US and India. The group develops loyalty solutions for the gaming and hospitality industries centered around its HALo platform. This omnichannel marketing and loyalty solution collects data from multiple systems across digital and land-based channels and aims to facilitate the delivery of tailored marketing incentives and programs.

As Matt Wilson, interim Chief Executive Officer of Light & Wonder, noted, loyalty was no longer just about a player’s card; it was about the player’s journey across all touchpoints. He added that by welcoming the HA team, L&W would be strengthening its position and accelerating the transformation and growth of its systems business to drive greater value for its customers. Wilson also noted that House Advantage would add stable, high-margin recurring revenue streams with significant growth potential to bolster cash flows for the benefit of all stakeholders.

It was also mentioned that Jon Wolfe, House Advantage Founder and CEO, would become SVP and President of Global Systems and Services at Light & Wonder, and 20 more employees would also make the transition due to the acquisition.

Wolfe noted that by joining Light & Wonder, they would be able to expand the reach of their solutions and gain resources to accelerate the development of cutting-edge technology to help customers optimize player management.

Wolfe added that they were excited that L&W shared their player-centric mindset and their vision for creating a converged, cross-platform future. As he also noted, the convergence of disparate platforms and the unification of data across those platforms into a contiguous customer experience was HA’s hallmark.

In other news, the casino licensing process is progressing in NY: the first appointments were made to GFLB.

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Publication author
Marcus Steel
Author of news
Marcus was born in the USA. He graduated from The University & Jepson Herbaria, University of California, Berkeley in 2016. Then Steel unsuccessfully tried to work in his father's company. In 2020, he decided to open his own gambling project but couldn’t find investors.
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