US land-based and online sportsbook Affinity Gaming has partnered gaming entertainment products and services supplier Williams Interactive, a wholly-owned subsidiary of WMS Industries, to launch A-Play Connect Play4Fun Network, a new iGaming and marketing platform customised for Affinity’s A-Play loyalty programme.
Affinity and Williams Interactive said that the new platform would provide patrons at the 11 Affinity casino and resorts in Nevada, Colorado, Iowa and Missouri with new ways to enjoy slot games on their computers, tablets and mobile devices.
A-Play Connect will go live with authentic free-to-play variants of popular slot games from WMS Gaming, a wholly owned subsidiary of WMS Industries. The selection of titles include Rome & Egypt, Enchanted Kingdom and Super Jackpot Party.
In addition, A-Play Connect will also launch with video poker themes, including Double Double Bonus Poker, Jacks or Better and Deuces Wild.
The new platform is currently available to download on the iPhone, while iPad and Android versions are expected early this year.
“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 pay additional trips to any of our casino floors,” Affinity’s chief executive officer, David Ross, said.
Bob Hays, Williams Interactive’s vice-president and managing director for the US and emerging markets, added, “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.”