Light & Wonder acquires House Advantage

Light & Wonder has acquired all of the assets of House Advantage, 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 to deliver highly tailored marketing programmes 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 CEO 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 capitalise 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 SVP and president, global systems and services, and approximately 20 other employees of HA will become employees of Light & Wonder.

Wolfe is an industry pioneer with more than 25 years of experience building leading business intelligence and customer information systems in the gaming and hospitality sector.

He has a proven track record of driving significant growth and profitability by capitalising 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 optimise player management,” said Jon 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.”