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US – Penn to launch a Scientific Games Play4Fun social casino

By - 5 May 2015

Scientific Games and Penn National will deploy the Scientific Games SG Universe product suite at four Penn National properties.

The agreement marks Penn National’s entry into social gaming while significantly expanding player access to Scientific Games’ Play4Fun social casino platform and its Mobile Concierge next-generation marketing capabilities.

Penn National Gaming expects to launch the Mobile Concierge and Play4Fun Network products at Hollywood Casino at Charles Town Races in the coming months, with the three additional Penn National properties expected to come online shortly thereafter. Customer play of the SG Universe solutions at Penn National properties via iOS and Android devices is expected to be launched this summer.

Chris Sheffield, Senior Vice President and Managing Director of I-Gaming for Penn National Gaming, said: “The launch of social gaming is an important strategic initiative for Penn National that we expect will enhance loyalty and retention of our customers, drive casino visitation and build engagement with our brands both on and off premises. In our review of the available solutions, Scientific Games’ Play4Fun had distinct advantages that enable us to offer their slot content that our players enjoy on our casino floors in a mobile social casino experience. This includes certain slot content that will be exclusively available for our customers. We’ve spent a great deal of time developing our Marquee Rewards customer loyalty program, which includes nearly three million active regional gaming customers nationwide. We’re looking forward to offering those customers in West Virginia, and other markets as they come on line, this social gaming offering, through which we’ll be able to provide player rewards that can be redeemed at our physical casino locations.”

Jordan Levin, President, Interactive at Scientific Games, added: “We have a deep and long-term relationship with Penn National Gaming which we are pleased to expand into the online space. Penn National’s adoption of our SG Universe product suite squarely addresses their strategic priority to create deeper relationships with their customers no matter where they are. This agreement, with one of the world’s most successful land-based casino operators, is an exciting testament to the value the SG Universe creates for casinos to extend their brand online and through player smartphones and tablets. We’re confident that the SG Universe will provide Penn players an exciting new way to enjoy casino content.”

The SG Universe Mobile Concierge is an award-winning platform powered by more than 150 unique marketing features designed to put a casino’s brand squarely in the palm of its players’ hands. Next-generation marketing capabilities enabled by Mobile Concierge include the ability to fully customize a casino’s brand and the property’s amenities; allowing players to view their loyalty rewards credits and tier progress wherever they are; rules-based messaging leveraging geo-fencing technology that can deliver messaging to players at the time and location a casino operator prefers; and the ability for players to book hotel rooms, spa treatments, dinner reservations and more.

The SG Universe Play4Fun Network is an award-winning social casino platform that empowers land-based casinos to build engaged online player communities, anchored by player-favourite content from the casino floor, including slots and table games from the Bally,Barcrest, Shuffle Master and Williams game development studios. In current deployments, Play4Fun interactive entertainment is driving more than 85 minutes of engagement per daily player, during an average of more than four sessions per day immersed in the casino’s brand — both online and on mobile devices.

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