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Williams Interactive signed a partnership agreement Affinity Gaming

Gaming entertainment products and services supplier Williams Interactive has agreed a deal to provide American land-based and online sportsbook operator Affinity Gaming with the Play4Fun Network iGaming platform.

The service will be branded as part of Affinity’s A-Play Club loyalty programme, and will provide free-play casino content to A-Play Club members on canvas, tablet and mobile devices.

Affinity Gaming’s Play4Fun Network is scheduled for launch by the end of 2013, subject to regulatory approval.

“The selection of our Play4Fun Network to serve a casino loyalty programme covering a dozen casinos and resorts throughout Iowa, Missouri, Colorado, and Nevada serves to further validate our strategy of leveraging our portfolio of proven WMS Gaming slot content and best-in-class technologies to empower land-based casinos to benefit from the convergence of land-based and online gaming experiences,” Williams Interactive chief executive officer Orrin Edidin said.

“Our comprehensive free-play iGaming solution provides access to the types of games their players enjoy when they visit the casino floor; and through robust marketing capabilities, our platform provides Affinity Gaming the tools its casinos need to engage players between casino trips.”

David Ross, Affinity’s chief executive officer, added: “We are excited to be the first multi-property loyalty programme in the country to leverage this premium, free-play, iGaming platform to begin engaging our A-Play Club members online with premium casino content they already love on our casino floors, and to expose our properties and brands to a broader audience through new distribution channels in a wider geographic footprint.

“We selected the Play4Fun Network solution from Williams Interactive after a careful evaluation process as the best platform through which to build a player community engaged with our brand online, providing them exciting virtual gaming experiences where they spend time off our casino floors.

“We look forward to leveraging the platform’s turn-key marketing functionality to provide our players the friendly, personalised attention our casinos are known for to provide them compelling reasons to visit us again.”

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