Affinity Gaming to Launch Unique Loyalty Scheme with WMS
In what is a first for the gambling industry, the game developer WMS and Affinity Gaming have announced a new deal which will see Affinity use a platform developed by Williams Interactive, the Play4Fun Network, to operate a customer loyalty program linked to its land-based casino business.
Affinity operates land-based casinos in four US states and now customers will be able to reap rewards both on-and-offline.
The loyalty program will be called A-Play and it will reward players for social online play with prizes such as free meals, spa treatments and shows at land-based Affinity casinos.
A press release announcing the deal read, “This first-of-its-kind deal empowers Affinity Gaming to leverage the free-play Play4Fun Network online gaming platform to build an engaged online community by providing players at the twelve Affinity Gaming casinos and resorts spread across four states new ways to enjoy their favorite casino slot content between visits to the casino floor – on their computers, tablets and mobile devices.”
While all the games offered will initially be purely social, it has already been announced that WMS will be providing online gambling services to the Delaware State Lottery when online gambling goes live in the state. This could result in the loyalty program expanding to include real-money gambling.