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Affinity Interactive Support Transition of Primm Valley Casino Resorts

June 09, 2026 at 20:02 PM EDT

ⓘ This article is third-party content and does not represent the views of this site. We make no guarantees regarding its accuracy or completeness.

Affinity Interactive ("Affinity") today acknowledged the announced agreement regarding the future operation of Primm Valley Casino Resorts and their transition to the Herbst family.

"We have worked constructively with the Primm family and the Nevada Gaming Control Board to date and are very encouraged by the progress being made toward the transition of Primm Valley Casino Resorts to the Herbst family," said Scott Butera, Chief Executive Officer of Affinity Interactive. "We stand ready to provide whatever assistance is necessary to support a rapid and smooth transition for the benefit of Primm residents, employees, local businesses and the State of Nevada."

Affinity remains committed to supporting an orderly transition and working collaboratively with all stakeholders to help ensure continuity for the community, employees and guests.

About Affinity Interactive

Affinity Interactive is an omni-channel media, online, and gaming industry leader with an expanded suite of casino and online gaming offerings. Combining leading regional casinos in Nevada, Missouri and Iowa with advanced technology, digital and media platforms, and an online betting presence, Affinity Interactive has nearly 1 million combined customers and is positioned to capitalize on the continued momentum in sports betting and iGaming globally. For more information, please visit www.affinityinteractive.com.