ators Affinity Gaming have launched their social gaming platform on the Play4Fun network of suppliers Williams Interactive.

Branded as A-Play Connect , the new offering has gone live with freeplay variants of slot themes from Williams Interactive parent company WMS Gaming, who themselves are now a subsidiary of providers Scientific Games.

Slots on offer include Rome & Egypt, Enchanted Kingdom, Invaders from the Planet Moolah and Super Jackpot Party.

The new platform, which is customised for Affinity’s A-Play loyalty program, allows the firm to build an online player community by allowing their traditionally land-based patrons to play familiar slot titles on desktop and mobile.

An iPhone variant is currently available via a native application, with iPad and Android versions expected later this year.

A-Play Connect has also launched with video poker themes such as Double Double Bonus Poker, Jacks or Better and Deuces Wild.

Williams Interactive VP and managing director for the US and emerging markets Bob Hays said: “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.”

David Ross, CEO of Affinity Gaming, added: “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.”