A loyalty and marketing software and technology provider, House Advantage was founded in 2004 and is based in Las Vegas and India. Its HALo platform provides an omnichannel loyalty and marketing solution by integrating and collecting data from multiple systems across land-based and digital channels.

In connection with the transaction, Light & Wonder has named House Advantage Founder and CEO John Wolfe as SVP and President, Global Systems and Services, while approximately 20 other House Advantage employees will become Light & Wonder employees.

Wolfe brings over 25 years of experience building business intelligence and customer information systems in the gaming and hospitality sectors and, as noted by Light & Wonder, has a “proven track record of driving significant growth and profitability by capitalising on industry tailwinds and building strong relationships with the largest operators in the gaming and hospitality industry.”

Light & Wonder Interim CEO Matt Wilson commented: “Loyalty is no longer just about a player’s card; it’s about the player journey across all touchpoints. By welcoming the HA team to L&W, we are strengthening our position and accelerating the transformation and growth of our systems business to drive greater value for our customers.

“The addition of HA’s industry-leading software and technology solutions allows us to capitalise on the growing convergence of digital and land-based gaming. With HALo, we gain a powerful omnichannel player loyalty solution that complements our current product family and enables us to deliver a truly differentiated offering.

“Further, HA adds stable, high-margin recurring revenue streams with significant growth potential to bolster cash flows for the benefit of all stakeholders.”