Williams Interactive to provide Affinity Gaming with Play4Fun Network
Casino operator to utilise the white-label gaming platform to host desktop and mobile content
WMS Industries subsidiary Williams Interactive has signed an agreement with Affinity Gaming to supply its white-label social gaming platform Play4Fun Network.
Affinity Gaming will use the free-play online gaming platform to build an online community to provide customers at its 12 casinos and resorts with the ability to play casino games on their computers, tablets and mobile devices.
The Play4Fun Network will come branded to Affinity Gaming’s A-Play customer loyalty club, allowing the company to connect with players through fully customisable, multi-channel social gaming titles.
The A-Play Play4Fun Network, intended to launch later this year, will benefit from free-play versions of WMS Gaming slot titles including Invaders from the Planet Moolah, Brazilian Beauty and Super Jackpot Party.
Affinity will be capable of analysing player activity both online and on the casino floor, using the data to create and manage personalised player messages to target specific players based upon activity, loyalty tier and location.
Williams Interactive CEO Orrin Edidin said the company was excited to launch the platform with the casino operator.
“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,” he added.