Supplier News

US – Williams Interactive Play4Fun Network for Affinity

American casino operator Affinity Gaming and Williams Interactive, a wholly owned subsidiary of Scientific Games Corporation, are proud to announce the launch of the A-Play Connect Play4Fun Network, a next-generation iGaming and marketing platform customised for the Affinity Gaming A-Play loyalty program.

The platform empowers Affinity Gaming to leverage the engagement power of free-play social casino games to build an online player community by providing patrons at the eleven Affinity Gaming casinos and resorts spread across Nevada, Colorado, Iowa, and Missouri new ways to enjoy their favourite casino slot content between visits to the casino floor – on their computers, tablets, and mobile devices.
The newest Play4Fun Network deployment, branded A-Play Connect, is live with authentic free-play variants of fan-favourite WMS Gaming slot themes, including Rome & Egypt, Enchanted Kingdom, Invaders from the Planet Moolah, and Super Jackpot Party. To provide online casino entertainment to a larger portion of their player community, A-Play Connect is the first Play4Fun Network from Williams Interactive to launch with player-popular video poker themes as well, including Double Double Bonus Poker, Jacks or Better, and Deuces Wild. The platform leverages proven social gaming mechanics to engage and retain players by recognising their play activity over time with leaderboards, access to new unlocked content and more.  The highly effective retention mechanics in the Play4Fun Network allow Affinity Gaming to connect with their players between casino trips, and leverage included marketing capabilities to drive incremental visits to the casino floor. iPhone users can currently enjoy A-Play Connect through a native application at home or on the go, with app variants for iPad and Android  users expected early this year.
David Ross, Chief Executive Officer of Affinity Gaming, said: “We’re thrilled to have launched our A-Play Connect free-play casino platform in time for the holiday season to provide both current and new members of our A-Play loyalty program access to quality casino-style entertainment online and on their iPhones. A-Play Connect powered by Williams Interactive is a leap forward in our ability to build an engaged community of players, providing players casino entertainment in an environment where we can extend personalised offers and marketing messages that give them reasons to make additional trips to any of our casino floors.”
Bob Hays, Vice President and Managing Director, US and Emerging Markets for Williams Interactive, added: “We’re excited to provide Affinity Gaming the capabilities their operation needs to build an engaged online player community anchored by our authentic Vegas-style slot game library. The engagement and retention mechanics provided by combining our player-favourite games with proven social casino mechanics will allow Affinity Gaming to realise exciting benefits from the convergence between casino entertainment online and on casino floors.”