Williams Interactive and Affinity Gaming Launch New Platform

The result of the September partnership between Affinity Gaming and Scientific Games subsidiary Williams Interactive was seen Tuesday with the launch of Affinity's A-Play Connect Play4Fun Network.

The deal will see Williams provide Affinity with a freeplay i-gaming platform designed to suit its loyalty and marketing agendas as well as eventually support real money gambling.

According to Affinity CEO David Ross, the platform 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 visits to any of our casino floors.”

Bob Hayes of Williams Interactive, said, “The engagement and retention mechanics provided by combining our games with proven social casino mechanics will allow Affinity Gaming to realise exciting benefits from the convergence between casino entertainment online and casino floors.”

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