Move offers Harrah’s carded players more personalized experience

WMS Gaming and Harrah’s Entertainment have entered into an agreement to deploy a Harrah’s Total Rewards version of WMS’ Star Trek series of gaming machines.

Harrah’s said it would begin introducing these customized games across its enterprise in December, starting in Las Vegas.

Players who are members of the Harrah’s Total Rewards program will be able to use their cards to create a personalized and differentiated gaming experience on the Star Trek-themed gaming machines at most of the company's casinos in North America, as Harrah’s moves forward with a market-by-market implementation plan, subject to additional jurisdictional regulatory approvals.

The video gaming machines are the first games deployed on WMS’ fourth foundational networked gaming technology: the category-creating Adaptive Gaming technology platform. This server-enabled, networked gaming platform provides players with the unique ability to personalize their game play, allowing them to save their play status and unlock additional bonus rounds and game episodes over time.

“As we introduce our latest innovation at Harrah’s, in collaboration with the creative WMS team, the unique Adaptive Gaming platform has enabled us to provide an enhanced level of personalization and a more differentiated entertainment experience each time a player logs onto the game with their Total Rewards card,” said Tim Stanley, chief information officer and senior vice president, innovation, gaming and technology of Harrah’s Entertainment.

He noted that as players advance through the dynamic Star Trek storyline, they can save their progress through the game and pick up where they left off during their next visit, regardless of which Star Trek gaming machine in a Total Rewards-enabled casino they visit. In addition, by using Total Rewards to enable their personalized Star Wars account and avatar, they can transport their previous play status from non-Harrah’s based Star Trek games, earn “bonus” achievement medals for their Harrah’s play, and get access to new games, unique communications and special promotions and offers as part of our innovative introduction of this new capability.”

WMS President Orrin J. Edidin said the agreement demonstrates WMS’ ability to offer innovative and differentiated gaming products that support customers’ strategic initiatives. “This is yet another example of our development strategies focused on creating new gaming technology platforms combined with exciting gaming content to produce player-appealing, high-earning gaming products for our customers.”