This account is pending registration confirmation. Please click on the link within the confirmation email previously sent you to complete registration.
Need a new registration confirmation email? Click here
Stocks Under $10 with 50-100% upside potential - 14 days FREE!

Williams Interactive To Provide Affinity Gaming With Play4Fun Network™ IGaming Platform Branded To Their A-Play™ Loyalty Program

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.

1 of 3

Select the service that is right for you!

COMPARE ALL SERVICES
Action Alerts PLUS
Try it NOW

Jim Cramer and Stephanie Link actively manage a real portfolio and reveal their money management tactics while giving advanced notice before every trade.

Product Features:
  • $2.5+ million portfolio
  • Large-cap and dividend focus
  • Intraday trade alerts from Cramer
  • Weekly roundups
TheStreet Quant Ratings
Try it NOW
Only $49.95/yr

Access the tool that DOMINATES the Russell 2000 and the S&P 500.

Product Features:
  • Buy, hold, or sell recommendations for over 4,300 stocks
  • Unlimited research reports on your favorite stocks
  • A custom stock screener
  • Upgrade/downgrade alerts
Stocks Under $10
Try it NOW

David Peltier, uncovers low dollar stocks with extraordinary upside potential that are flying under Wall Street's radar.

Product Features:
  • Model portfolio
  • Stocks trading below $10
  • Intraday trade alerts
  • Weekly roundups
Dividend Stock Advisor
Try it NOW

Jim Cramer's protege, David Peltier, identifies the best of breed dividend stocks that will pay a reliable AND significant income stream.

Product Features:
  • Diversified model portfolio of dividend stocks
  • Alerts when market news affect the portfolio
  • Bi-weekly updates with exact steps to take - BUY, HOLD, SELL
Real Money Pro
Try it NOW

All of Real Money, plus 15 more of Wall Street's sharpest minds delivering actionable trading ideas, a comprehensive look at the market, and fundamental and technical analysis.

Product Features:
  • Real Money + Doug Kass Plus 15 more Wall Street Pros
  • Intraday commentary & news
  • Ultra-actionable trading ideas
Options Profits
Try it NOW

Our options trading pros provide daily market commentary and over 100 monthly option trading ideas and strategies to help you become a well-seasoned trader.

Product Features:
  • 100+ monthly options trading ideas
  • Actionable options commentary & news
  • Real-time trading community
  • Options TV
To begin commenting right away, you can log in below using your Disqus, Facebook, Twitter, OpenID or Yahoo login credentials. Alternatively, you can post a comment as a "guest" just by entering an email address. Your use of the commenting tool is subject to multiple terms of service/use and privacy policies - see here for more details.
Submit an article to us!
DOW 16,943.81 +28.74 0.17%
S&P 500 1,967.57 +2.89 0.15%
NASDAQ 4,415.49 +19.2860 0.44%

Brokerage Partners

Rates from Bankrate.com

  • Mortgage
  • Credit Cards
  • Auto
Advertising Partners

Free Newsletters from TheStreet

My Subscriptions:

After the Bell

Before the Bell

Booyah! Newsletter

Midday Bell

TheStreet Top 10 Stories

Winners & Losers

Register for Newsletters
Top Rated Stocks Top Rated Funds Top Rated ETFs