Affinity Gaming

What Affinity Gaming does

Affinity Gaming is a privately held, multi-state regional casino operator headquartered in Las Vegas, Nevada, controlled by Z Capital Partners since its 2010 formation through the bankruptcy reorganization of the Herbst Gaming Primm operations. The company currently operates five gaming properties: Silver Sevens Hotel & Casino in Las Vegas (400+ slots, 300+ rooms, near Harry Reid International Airport), Lakeside Hotel Casino in Osceola, Iowa (600+ slots, RV park), and Mark Twain Casino and St. Jo Frontier Casino in Missouri. The portfolio is contracting, with the company confirming May 2026 that all three Primm properties (Primm Valley Resort, Whiskey Pete's, Buffalo Bill's) and associated gas stations and truck stops will permanently close on July 4, 2026, citing years of financial losses from California tribal casino competition.

The company's core technology stack comprises casino management systems, the A-Play Club loyalty platform (with mobile app and partner-operated A-Play Online), sports betting integrations (William Hill being replaced by Boomer's Sportsbook at Silver Sevens), and the digital assets acquired in 2021 through the Sports Information Group merger, which created the Affinity Interactive umbrella encompassing Daily Racing Form, DRF Bets, and DRF Sports. Two registered patents — an interactive marketing system and a mobile billing system, co-invented by CIO Charles Paelinck — sit alongside conventional hospitality technology, with no disclosed AI/ML capabilities.

Affinity Gaming's revenue is generated primarily through transaction-fee-based gaming operations (slot and table game hold), supplemented by hotel accommodation revenue at Silver Sevens and Lakeside, food and beverage sales across multiple restaurant concepts, and subscription-adjacent revenue from the loyalty program and digital racing platforms. The customer base is fragmented and consumer-facing, serving value-oriented gamblers, Las Vegas tourists, Midwest regional players, and horse racing enthusiasts. Distribution is exclusively direct-to-consumer through physical properties and owned digital channels, with Boomer's Sportsbook and William Hill representing channel partner relationships.

Name

Affinity Gaming

Legal name

Affinity Gaming

Website

https://affinitygaming.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

Affinity Gaming is a privately held, Z Capital Partners-controlled regional casino operator running five gaming properties across Nevada, Iowa, and Missouri — plus the Daily Racing Form digital platform via Affinity Interactive — serving value-oriented gamblers, Las Vegas tourists, and Midwest regional players while exiting underperforming Primm assets.

Ownership category

akta.pro rank

Product category

Casino Gaming & Hospitality

NAICS

Casinos (except Casino Hotels) (71321), Other Gambling Industries (713290)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Standalone Casino Properties (Urban/Suburban) (MPAEAAAB)

Keywords

• Casino gaming operations
• Hotel hospitality services
• Sports betting operations
• Player loyalty programs
• Horse racing content

Headquarters

HQ city

Las Vegas

HQ country

United States

HQ region

North America

Offices5 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Supply Chain, Others

Revenue model

1. Gaming Operations: Revenue from slot machines, table games, and casino floor operations across 5 active properties (down from 8 after Primm closures). Includes house take from all gaming activities.
2. Sports Betting: Partnership with William Hill Race & Sports Book and Boomer's Sportsbook at casino properties, generating rake/take from sports wagers.
3. Hotel Accommodations: Room rentals at Silver Sevens Hotel & Casino (300+ rooms) and Lakeside Hotel. Revenue from nightly stays, resort fees, and extended stays.
4. Food and Beverage: Dining venues including City Café, Market Store, Westlake Bar & Grill, Full House Restaurant, Fireside Sports Bar & Grill, Lakeside Express, and Jo's Coffee. Revenue from food and beverage sales.
5. Loyalty Program & Player Services: A-Play Club rewards program generating revenue through player tracking, promotional offers, and data-driven marketing to casino guests.
6. Online Gaming Platforms: Daily Racing Form website, DRF Bets, and DRF Sports platforms operated through Sports Information Group acquisition. A-Play Online sites operated by Ruby Sevens.

Go-to-market motion1 record

Distribution channels6 records

Marketing channels5 records

Core offering

Affinity Gaming operates a multi-state portfolio of value-oriented casino resorts offering slot machines, live table games, hotel accommodations, dining, and sports betting. Through its Affinity Interactive division, the company also provides the A-Play Club loyalty program and operates the Daily Racing Form horse racing content and DRF Bets sports wagering platforms. The company is currently in the process of closing its three Primm, Nevada properties (Primm Valley, Whiskey Pete's, Buffalo Bill's) effective July 4, 2026, while continuing to operate five remaining properties across Nevada, Iowa, and Missouri.

Product overview

Affinity Gaming is a casino operator and hospitality company managing 8 gaming properties across Nevada, Missouri, and Iowa, with a portfolio that includes 4 active properties (Silver Sevens Hotel & Casino, Lakeside Hotel Casino, Mark Twain Casino, St. Jo Frontier Casino) and legacy Primm properties (Primm Valley Resort, Whiskey Pete's, Buffalo Bill's) being exited. The company offers casino gaming (slots, table games, sportsbooks), hotel accommodations, dining, and loyalty programs through its A-Play Club. Through its Affinity Interactive subsidiary, the company also operates the Daily Racing Form horse racing information service. The Boomer's Sportsbook partnership represents a third-party operated sports betting brand at Silver Sevens.

Differentiator

Problem solved

Functional benefit

Brands

• A-Play Club: Player loyalty/rewards program with website and mobile app
• Daily Racing Form (DRF)

Products and services

• Silver Sevens Hotel & Casino Las Vegas casino and hotel property located on Flamingo Rd. and Paradise Rd., offering over 400 slot machines, live table games, William Hill Race & Sports Book, dining at City Café, and over 300 hotel rooms with a renovated pool and 24-hour fitness center, targeted at value-oriented Las Vegas visitors.
• Lakeside Hotel Casino Casino resort in Osceola, Iowa offering over 600 slot machines and table games, hotel accommodations overlooking West Lake, a pool and hot tub, dining at Westlake Bar & Grill, Lakeside Express (Starbucks), and nearly 50 RV sites with full hookups, targeted at Midwest regional visitors and RV travelers.
• Mark Twain Casino Casino in LaGrange, Missouri featuring over 400 slot machines, video slots, reel slots, and video poker games with casual dining and promotions, targeted at Midwest regional gamers.
• St. Jo Frontier Casino Casino in St. Joseph, Missouri with over 400 loose slots and video poker machines, table games including Mississippi Stud and Texas Shootout, Full House Restaurant, Fireside Sports Bar & Grill, and Jo's Coffee (Starbucks), targeted at Midwest regional gamers.
• A-Play Club Affinity Gaming's players club loyalty program that rewards members for gaming activity across properties, accessible via website (APlayClub.com) and mobile app, supporting player tracking, promotional offers, and data-driven marketing.
• Daily Racing Form (DRF) Horse racing information service owned by Affinity Gaming through its Sports Information Group acquisition, including the DRF.com website, DRFBets, and DRF Sports website and app, providing racing information, live odds, and wagering access.

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Seven partnerships are on record, tiered minor and core.

• Terrible's (Las Vegas)minorOthers · 25 June 2026Las Vegas-based gaming company partnered with Primm family to operate Primm Valley and related properties on Nevada-California border. Nevada Gaming Control Board meeting scheduled June 25 to approve licensing. Would prevent planned July 4 closure if approved.
• Boomer's SportsbookcoreChannel Partner/ Reseller/ DistributorBoomer's Sportsbook expanding operation at Silver Sevens Hotel & Casino near Las Vegas Strip, replacing William Hill. Nevada Gaming Control Board expedited approval. This is Boomer's 13th location, targeting 18+ locations by NFL season. Partnership described as part of broader strategy to make sports betting a key part of operations.
• William Hill (Caesars)minorChannel Partner/ Reseller/ DistributorWilliam Hill Race & Sports Book operated at Silver Sevens Hotel & Casino and Lakeside Hotel & Casino. Sports betting partnership providing race and sports wagering at properties.
• Sports Information Group, LLCcoreStrategic or Co-development PartnerAcquired by Affinity Gaming, Sports Information Group owns and operates Daily Racing Form website, DRF Bets website, and DRF Sports website and app. Merger created Affinity Interactive, combining casino operations with racing content and sports betting platforms.
• LV Petroleum (TA Travel Centers)minorOthersLas Vegas-based truck stop company operating 84 TA travel center locations across 34 states. Submitted letter of interest to take over Flying J truck stop at Primm and potentially one hotel-casino. First proposed location along Interstate 15 at Nevada-California state line. Negotiating with Primm family landowners and current operator Affinity Gaming.
• American Gaming Association (AGA)minorOthersAffinity Gaming is a proud member of the American Gaming Association, committed to supporting the gaming industry through innovation, growth, and responsible gaming advocacy.
• Las Vegas Metro Chamber of CommerceminorOthersAffinity Gaming is a proud partner of Las Vegas Metro Chamber of Commerce, supporting the Las Vegas business community and regional economic development.

Scale indicators3 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Churchill Downs Incorporated: Regional casino operator with strong horse racing and wagering heritage (TwinSpires), plus destination and regional casino properties. Comparable to Affinity given DRF racing assets and regional casino base.
• Bally's Corporation: Multi-state regional casino operator with significant sports betting and iGaming push. Comparable in scale and digital-plus-physical gaming model.
• Red Rock Resorts (Station Casinos): Las Vegas locals-focused casino operator with multiple properties in the Las Vegas Valley. Closely comparable to Silver Sevens' Las Vegas positioning.
• Golden Entertainment: Operates Nevada and Maryland casino properties plus distributed gaming (taverns, route operations). Comparable in mid-market regional casino positioning.
• Boyd Gaming: Multi-state regional casino operator with properties across the U.S., including Nevada and Midwest markets. Most directly comparable to Affinity Gaming in scale and regional multi-state footprint.
• Penn Entertainment: Operates a large portfolio of regional casinos and the Barstool/ESPN BET sportsbook. Directly comparable in regional gaming footprint and integrated sports betting strategy.
• Monarch Casino & Resort: Operates two regional casino-resort properties (Atlantis Reno and Black Hawk). Comparable in scale and value-oriented regional operator profile.

Broad incumbents

• MGM Resorts International: Major integrated resort operator with BetMGM joint venture for sports betting and iGaming. Broad incumbent providing competitive context across Nevada and digital gaming.
• Caesars Entertainment: Largest U.S. regional gaming operator with extensive sportsbook operations (formerly William Hill, now Caesars Sportsbook). Broad incumbent competitor across multiple of Affinity's geographies.

Emerging players

• Full House Resorts: Small-cap regional casino operator (previously the subject of an Affinity acquisition in 2018). Comparable regional gaming focus and operator profile.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/AffinityGaming777
• LinkedInlinkedin.com/company/affinity-gaming

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries1 record

Funding overview

Funding rounds1 record

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Affinity Gaming