Williams Interactive LLC, a wholly owned subsidiary of WMS Industries Inc. (NYSE:WMS), announced today an agreement to provide its next-generation Play4Fun Network iGaming and Marketing platform to premier casino operator Affinity Gaming® customized to their A-Play™ loyalty program. This first-of-its-kind deal empowers Affinity Gaming to leverage the free-play Play4Fun Network online gaming platform to build an engaged online community by providing players at the twelve Affinity Gaming casinos and resorts spread across four states new ways to enjoy their favorite casino slot content between visits to the casino floor - on their computers, tablets and mobile devices. Affinity Gaming’s Play4Fun Network is scheduled for launch by the end of 2013, subject to any applicable regulatory approvals.
The Play4Fun Network is a first-of-its-kind, white-label, free-to-play platform designed with the online gaming tools and marketing capabilities traditional brick-and-mortar casinos can leverage to expand their brands online and build an engaged online community of casino players. The B2B Play4Fun Network is completely branded and customized for the operator, offering their players a seamless experience across desktop, tablet and mobile devices. The player experience is grounded in the Williams Interactive library of proven WMS slot games that players already know and love from the casino floor.
Through a Play4Fun Network platform branded to the A-Play™ customer loyalty club, Williams Interactive is providing Affinity Gaming the ability to connect with players from their 12 casino and resort properties (six in Nevada, three in Colorado, two in Missouri, and one in Iowa) between visits through a combination of proven social gaming mechanics and an award-winning marketing platform that will enable Affinity Gaming properties to fully engage their players online to drive incremental visits to their casino floors. The A-Play™ Play4Fun Network will allow Affinity Gaming to customize, deploy and manage native mobile applications for iPad ® , iPhone ® and Android ® devices, and provides players with a seamless multi-channel social casino gaming experience under the A-Play™ Club brand.
The Play4Fun Network platform will integrate with the A-Play™ loyalty program, giving Affinity Gaming a complete view of player activity – online and on the casino floor. The platform provides easy-to-use, turn-key marketing capabilities that will empower Affinity Gaming to leverage these incremental player touch points to create and manage messaging personalized to target players based on activity, loyalty tier or even location through next-generation technologies like Geofencing and Push Notifications. These highly focused marketing offers can deliver real-time messages to target players on their iOS ® or Android tablets and smart phones.Affinity Gaming’s A-Play™ Play4Fun Network will launch with free-play versions of player-favorite WMS Gaming slot themes, including Invaders from the Planet Moolah ™ , Brazilian Beauty ® and Super Jackpot Party ® . The platform leverages proven social gaming mechanics to increase its ability to engage and retain players by recognizing their game activity over time with leaderboards, access to new unlocked content and more. The cloud-based open architecture of the Williams Interactive Play4Fun Network platform makes it a flexible and scalable option, able to accommodate both the short- and long-term free-play gaming goals of the Company’s casino partners. Williams Interactive can utilize the platform’s API to integrate premium 3 rd party content, from Bingo to Table Games and more, to provide additional ways for operators to engage multiple player tastes and preferences. Additional content for the Play4Fun Network will be announced as it becomes available. Orrin J. Edidin, President of WMS Industries and President & Chief Executive Officer for Williams Interactive, said, “The selection of our Play4Fun Network to serve a casino loyalty program covering a dozen casinos and resorts throughout Iowa, Missouri, Colorado, and Nevada serves to further validate our strategy of leveraging our portfolio of proven WMS Gaming slot content and best-in-class technologies to empower land-based casinos to benefit from the convergence of land-based and online gaming experiences. We’re excited to launch a Play4Fun Network platform with another cutting-edge casino operator like Affinity Gaming which is looking to provide their players a premium gaming experience both inside and outside the walls of a casino. Our comprehensive free-play iGaming solution provides access to the types of games their players enjoy when they visit the casino floor; and through robust marketing capabilities, our platform provides Affinity Gaming the tools its casinos need to engage players between casino trips.” David Ross, Chief Executive Officer of Affinity Gaming, added, “We are excited to be the first multi-property loyalty program in the country to leverage this premium, free-play, iGaming platform to begin engaging our A-Play™ Club members online with premium casino content they already love on our casino floors, and to expose our properties and brands to a broader audience through new distribution channels in a wider geographic footprint. We selected the Play4Fun Network solution from Williams Interactive after a careful evaluation process as the best platform through which to build a player community engaged with our brand online, providing them exciting virtual gaming experiences where they spend time off our casino floors. We look forward to leveraging the platform’s turn-key marketing functionality to provide our players the friendly, personalized attention our casinos are known for to provide them compelling reasons to visit us again.” Edidin concluded, “We believe our Play4Fun Network platform, when live, will provide Affinity Gaming the necessary great iGaming content and digital marketing functionality they need to establish themselves as a key destination in their player’s evolving online preferences, allowing them to build an engaged online player community their twelve land-based casinos can leverage to maximize their benefits from the ongoing convergence between offline and online casino entertainment.” About WMS and Williams Interactive WMS Industries Inc. is a leading supplier of innovative gaming entertainment products and services worldwide. The Company designs, develops, manufactures, distributes and markets casino games and gaming machines, video lottery terminals and interactive gaming products and services.