Light & Wonder Acquires House Advantage To Boost Gambler Loyalty

Light & Wonder Acquires House Advantage To Boost Gambler Loyalty

Light & Wonder announced that it has acquired substantially all of the assets of House Advantage, LLC, a leading loyalty and marketing software and technology provider, in a cash transaction.

A price tag was not disclosed.

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 loyalty and marketing solution by integrating and collecting data from multiple systems across land-based and digital channels.

“Loyalty is no longer just about a player’s card; it’s about the player journey across all touchpoints. 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,” said Matt Wilson, interim Chief Executive Officer of L&W.

“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.”

Under the deal, Light & Wonder has named House Advantage Founder and CEO Jon Wolfe as SVP and President, Global Systems and Services, and approximately 20 other employees of HA will become employees of Light & Wonder.

“With House Advantage,” Wilson added, “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,” Wolfe said. “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.”