10100 W. Charleston Blvd
Suite 130
Las Vegas, NV 89135
Phone: (702) 240-4655
Fax: (702) 410-6606

Key Personnel

Jon Wolfe - Owner & Chief Executive Officer
Rod Thomas - President
Gary Kapral - Chief Operating Officer
Nate Nelson - Chief Financial Officer
Wes Nall - Senior Vice President of Technical Strategies
Lauren Cordeiro - Vice President of Products and Services
Lael Berelowitz - Director of Sales, Gaming & Hospitality

About House Advantage

House Advantage is the leading loyalty and gaming operations consultancy design, engineering expert and provides the most comprehensive, automated omnichannel loyalty stack of technology through its HALo platform. It's headquarters is located in Las Vegas, with additional offices in Memphis and Macau.

HALo, the most widely deployed loyalty framework in the gaming industry (US, Canada, Asia), delivers demonstrable value to casino operators by providing a centralized platform integrating all patron spending and behavioral data across enterprise touchpoints: gaming, hospitality, retail, entertainment, sports betting, iGaming, social, and more. By integrating diverse technologies, disparate systems, and various infrastructure throughout multiple jurisdictions, House Advantage understands the complexities of adding new properties and removing others through acquisitions while managing significant complexity and speed.

The HALo suite of loyalty solutions enables real-time delivery of highly tailored, branded programs and incentives across these multiple disparate systems creating a frictionless and engaging universal guest experience. 

Additionally, House Advantage offers a suite of food & beverage hardware and software products that provide digital menu, ordering, and payment capabilities for staff-assisted and contactless dining experiences. 

Gaming’s biggest brands, including multiple Fortune 500 companies and prominent Native American tribes, trust House Advantage as a loyalty thought leader and technology innovator for their most critical projects and initiatives.

For over 15 years, HA has played crucial roles in the industry’s M&A activity as operators achieved their footprint through rapid expansion. Offering a comprehensive unifying technology layer bridging disparate technologies like casino management, point-of-sale, property management, sports betting, mobile platforms, promotional kiosks, and digital channels, HALo provides a single “source-of-truth” for an actionable, measurable, and consistent customer experience across the enterprise: gaming, retail, hospitality, social casino, sportsbook, and affiliated partners.


Latest News

House Advantage Announces Launch of Loyalty Program Integration with Bally Bet Mobile Sportsbook

House Advantage, a leading loyalty and gaming operations technology provider, today announced a joint integration between its HALo Loyalty platform and the Bally’s Corporation sports betting platform, Bally Bet. The first-time integration creates a unified process for enrolling and extending loyalty program benefits to Bally Bet mobile bettors and is live in the Colorado and Iowa markets.

The integration automates Bally Rewards and Bally Bet program enrollment, betting activity, rewards earning, and redemption for players using Bally Bet for mobile sports betting. House Advantage engineered and deployed a scalable system that synchronizes member accounts from mobile registration to Bally’s land-based casinos, and vice versa, as well as providing real-time rewards for all sports betting activity on the Bally Bet platform.

House Advantage credits the existing relationship between the two companies for its ability to develop the integration quickly and effectively.     

“The combined business and technology competencies of the Bally’s team made for surefooted integrations between our platforms, enabling us to develop a sophisticated solution to connecting the mobile and casino elements into one cohesive program,” said Jon Wolfe, Chief Executive Officer at House Advantage. “The HALo Loyalty platform was engineered to embrace integration, which allows our teams to work together and launch groundbreaking advancements that innovate the player experience.”

With the rapid legalization and expansion of mobile betting across the U.S., it was vital to unify the Bally Rewards program loyalty benefits with the digital gaming experience and expand Bally’s ability to engage and reward the growing audience segment. House Advantage is an industry leader in custom integration solutions that enhance the customer experience and generate new marketing opportunities. The HALo platform is currently installed in the Bally’s Black Hawk casinos in Colorado, and Iowa, where Bally operates mobile-exclusive betting statewide. The integration allows bettors in each market to earn rewards and redeem at any Bally’s property nationwide.  

“When you have a forward-thinking company consistently making major moves, developing long-term solutions that will transform the industry requires a partner who is dedicated to shaping the future of experiences and operations,” said Wolfe. “House Advantage and Bally’s alignment of vision and history of successful deployments will allow us to continue ushering in the omnichannel future of gaming together.”

House Advantage Announces the Completion of the Bally’s Black Hawk Loyalty Program Rebrand

This implementation unifies the new Bally brand look with its sophisticated loyalty program

House Advantage, a leading loyalty and gaming operations technology provider, today announced the deployment of the new Bally’s Black Hawk branding implemented across the Bally Rewards loyalty framework. This announcement signifies the unification of the three Colorado-based Bally’s brick-and-mortar properties under their now combined visual brand and name.

The rebrand is both operations and patron-facing and includes unifying the visual components used by casino operations, as well as the player portal where patrons access their Bally Rewards account information and offers. Launching across Bally’s loyalty framework and systems in lockstep with the company’s rebrand announcement was a milestone achievement for the project and required the collaboration of both House Advantage and Bally’s teams to fully execute.

“This is one of several exciting projects the Bally’s and House Advantage teams have undertaken together, and I couldn’t be more thrilled to deploy the brand unification of the loyalty program quickly and efficiently,” said Jon Wolfe, Chief Executive Officer at House Advantage. “Our teams’ abilities to work together to exceed deadline and project expectations is a testament to the sophistication and knowledge of both companies and our dedication to consistency and presentation.”

The new program allows Bally’s Reward Card members to earn points and use rewards cards at each of the Colorado properties and extends the Bally Rewards program to its Bally Bet mobile sports betting players. With the rebrand, Bally’s operations employees and player base will have a unified experience regardless of the location or device being used.

“We deeply value a consistent, sophisticated user and customer experience, and share that philosophy with Bally’s,” said Wolfe. “We are proud to work with Bally’s and introduce this incredible rebrand to the employees and players throughout Colorado.”   

Lagunitas Petaluma Taproom and Beer Sanctuary Launches Outdoor Dining with ScanNOrder

eTouchMenu is thrilled to announce that Lagunitas Brewing Company, the brewery responsible for the #1 selling IPA in the world, re-opened for outdoor dining at its Petaluma, CA location using the ScanNOrder contactless ordering and contactless payment product. Their customers can safely view the menu, order, and pay using simply using their smartphone.

Blue Rock Bar & Grill Selects eTouchMenu for Contactless Ordering and Payments

eTouchMenu is pleased to announce the installation of our contactless ordering and payment solution, ScanNOrder, at Blue Rock Bar & Grill in Sioux Falls, SD! Simply using a smartphone’s camera, ScanNorder provides a contactless ordering and payment solution improving labor efficiencies, reducing operational costs, and increasing guest satisfaction while driving up profitability.

By leveraging relationships with nearby hotels to expand Blue Rock’s off-site menu availability, hotel guests can easily order room service from Blue Rock Bar & Grill using in-room QR codes.

Johnny Rockets Lifts Off with eTouchMenu

On the Strip, kiosks aren't only used for hotel check-ins.

eTouchMenu is excited to announce the installation of KioskPlus at Johnny Rockets inside the Fashion Show Mall, making it easier to order your favorite burger & shake!

Keep an eye out for their implementation of our MobilePlus solution next!

Bay Area Restaurants Go Contactless with eTouchMenu

eTouchMenu’s newest feature, ScanNPay, can now be found at Epic Steak & Waterbar restaurants in San Francisco, CA!

ScanNPay allows guests to have the safety of contactless payment at their convenience when settling the tab. When a guest asks for their check, ScanNPay prints a unique QR code on the initial receipt. With that code, a guest can immediately settle their check via a branded payment page using a major credit or debit card, Apple Pay, Android Pay, or loyalty currency.

Additionally, this allows for fewer trips back and forth from the table to the POS terminal and less time waiting on completed checks.

Be sure to enjoy their incredible menu while dining with the best patio view of the Bay Bridge.

Gila River Hotels & Casinos Select eTouchMenu for Enterprise Deployment

Gila River Hotels & Casinos has chosen to enhance the player’s food & beverage experience with eTouchMenu’s ServicePlus for all three Arizona casinos. The casinos installing ServicePlus are Wild Horse Pass and Lone Butte in Chandler, and Vee Quiva in Laveen.

Drink servers will be using ServicePlus on the gaming floor to reduce ordering time and delivery by placing orders and processing payments using a portable device. With eTouchMenu's seamless integration to Gila River’s Casino Management and Point-of-Sale systems, THE Card members can effortlessly redeem loyalty points, use their debit or credit card, ApplePay, or Google Pay; thereby extending a frictionless experience throughout the property.

Akwesasne Mohawk Casino Resort Installs eTouchMenu

eTouchMenu is pleased to announce the installation of the KioskPlus and PayPlus solutions for Akwesasne Mohawk Casino Resort in Hogansburg, NY.

Reducing guest ordering time KioskPlus, located at the Sticks Sports Book & Grill, allows fans to self-order their food & beverage meal while watching and betting on their favorite sporting events.  The Tavern restaurant is utilizing PayPlus to present a digital check at the table thereby reducing the redundant trips to the point-of-sale terminal and increasing table turns; allowing players to get back to the casino floor sooner.

With eTouchMenu's integration to Mohawk’s Casino Management and Point-of-Sale systems, Winners Club members can redeem loyalty points, settle the check by using debit or credit cards, ApplePay, or Google Pay directly at the kiosk or table.