Financial terms of the agreement were not disclosed, but Light & Wonder confirmed that the deal would be an all-cash transaction.
House Advantage, founded in 2004 with bases in Las Vegas, Nevada and India, specializes in developing loyalty solutions for the gaming and hospitality industries.
The company’s core HALo platform integrates and collects data from multiple systems across land-based and digital channels, providing an omnichannel loyalty and marketing solution.
Light & Wonder will take ownership of House Advantage’s technology as part of the acquisition deal.
“Loyalty is no longer just about a player’s card; it’s about the player journey across all touchpoints,” said Light & Wonder’s interim chief executive, Matt Wilson.
By welcoming the House Advantage team, Light & Wonder strengthens its position and accelerates the transformation and growth of its systems business to drive greater value for customers.
The addition of House Advantage’s industry-leading software and technology solutions allows Light & Wonder to capitalize on the growing convergence of digital and land-based gaming.
With HALo, Light & Wonder gains a powerful omnichannel player loyalty solution that complements its current product family and enables the delivery of a differentiated offering.
House Advantage adds stable, high-margin recurring revenue streams with significant growth potential to bolster cash flows for the benefit of all stakeholders.
In connection with the transaction, Light & Wonder has named House Advantage founder and CEO Jon Wolfe as senior vice-president and president for global systems and services.
Approximately 20 other employees of House Advantage will now join the Light & Wonder team.
“By joining Light & Wonder, we will expand the reach of our solutions and gain resources to accelerate the development of cutting-edge technology for optimizing player management,” said Jon Wolfe.
Light & Wonder shares House Advantage’s player-centric mindset and vision for creating a converged, cross-platform future.
