Affinity Interactive
Affinity Interactive is a privately held American casino, gaming, sports-betting, and horse-racing media company.
Last updated August 31, 2026
AI crawler reads
No AI crawler has read this profile since Oct 28, 2026.
Overview
Affinity Interactive is a privately held American gaming and media company headquartered in Paradise, Nevada. The business operates casino and gaming properties in the United States and publishes the Daily Racing Form, a long-running source of horse-racing information and wagering-related content. Its current identity emerged from the combination of Affinity Gaming and Sports Information Group, the parent company of the Daily Racing Form, completed in 2021. The company's roots extend to 1987, when members of the Herbst family established a business servicing slot machines located at Terrible Herbst gas stations. That operation expanded into a slot-route business serving independent venues such as taverns and laundromats. The Herbst family entered casino ownership in 1996 with the opening of Terrible's Town Casino in Pahrump, Nevada, followed by additional properties in Nevada. In 2000, the slot operation acquired Jackpot Enterprises' route business, substantially increasing the number of machines under management. The gaming interests were reorganized as Herbst Gaming in 2001. Herbst pursued an expansion strategy during the 2000s. It acquired Anchor Coin in 2003, becoming Nevada's largest slot-route operator, and bought three casinos in Missouri and Iowa in 2005. After Nevada's statewide smoking restrictions affected the economics of tavern and convenience-store slot routes, the company increased its emphasis on casino assets. It acquired Sands Regent in Northern Nevada in 2007 and Primm Valley Casino Resorts later that year. The latter transaction increased the company's exposure to destination and highway-oriented casino properties but also added substantial financial pressure during the economic downturn. Herbst Gaming sought bankruptcy protection in 2009. A revised restructuring transferred control of the slot-route operation and casino assets to creditors, while the company emerged at the end of 2010 under new ownership. In 2011, it adopted the name Affinity Gaming. During 2012 and 2013, Affinity divested several non-core properties and its slot-route operations while expanding into Colorado through the purchase of three Black Hawk casinos. The remaining Terrible's-branded property, Terrible's Hotel and Casino, was renamed Silver Sevens in 2013. Z Capital Partners, which had accumulated a substantial stake, acquired all outstanding shares of Affinity in 2017 in a transaction valued at $580 million. Affinity later sold its three Colorado casinos to Twin River Worldwide Holdings in 2020. That same year, the broader ownership group established Gaming & Hospitality Acquisition Corp. as a special-purpose acquisition company. GHAC completed a $200 million initial public offering in 2021 but did not ultimately complete a business combination and was liquidated in 2022. The 2021 combination with Sports Information Group broadened Affinity's business beyond casino operations. Affinity Interactive now represents a portfolio built around regional gaming assets, sports-betting and interactive-entertainment activities, and horse-racing media. Public information identifies eight operating casinos in Nevada, Missouri, and Iowa, although the company's exact current portfolio, management roster, ownership detail, and corporate website are not established in the supplied reference material.
History
Affinity Interactive traces its origins to an equipment-service business established in 1987 by Ed, Tim, and Troy Herbst. Their father, Jerry Herbst, owned the Terrible Herbst chain of gas stations, and the new operation initially serviced slot machines installed at those locations. It subsequently developed into a slot-route operator, maintaining gaming machines in third-party venues including taverns and laundromats. The Herbst family moved into casino ownership in 1996, opening Terrible's Town Casino in Pahrump, Nevada. Further development followed with Terrible's Town Casino and Bowl in Henderson, Terrible's Lakeside Casino in Pahrump in 1999, and Terrible's Hotel and Casino near the Las Vegas Strip in 2000. In the same year, the slot business, then known as E-T-T Inc., acquired Jackpot Enterprises' slot-route operation for $41 million and doubled its scale to approximately 6,000 machines under management. The gaming interests were reorganized as Herbst Gaming, Inc. in 2001 in connection with a $170 million bond offering. Herbst continued adding properties. It opened Terrible's Searchlight Casino in 2002 and purchased Anchor Coin from International Game Technology in 2003, acquiring approximately 1,100 machines and becoming Nevada's largest slot-route operator. In 2005, it expanded beyond Nevada by acquiring three casinos in Missouri and Iowa from W.M. Grace Entertainment for $287 million. Nevada's statewide smoking ban, enacted in 2006 for locations including taverns and convenience stores, threatened the revenue base of slot-route operations. Herbst responded by increasing its casino exposure. In January 2007, it purchased Sands Regent and four Northern Nevada casinos for $119 million. Later that year, it acquired Primm Valley Casino Resorts from MGM Mirage for $400 million. The expansion coincided with weakening economic conditions and rising competition from tribal casinos in Southern California. The company experienced poor financial performance and was reported to be considering a sale or bankruptcy in early 2008. Herbst Gaming filed for Chapter 11 protection in March 2009 under a prepackaged restructuring plan. After bondholder objections, the plan was revised so that creditors received full ownership of the slot-route operation, leaving the Herbst family without a continuing role in that business. The company emerged at the end of 2010 as Herbst Gaming LLC, owned by approximately 140 investment companies and banks. In May 2011, the company became Affinity Gaming. Some properties continued using the Terrible's name and logo under license from Terrible Herbst, while others returned to earlier names. Terrible's Hotel and Casino was ultimately renamed Silver Sevens in 2013. During 2012 and 2013, Affinity sold various non-core assets. Golden Gaming and JETT Gaming acquired the slot-route business, the two Pahrump casinos were sold to Golden Gaming, and the Searchlight property was sold to JETT. Sands Regency and two smaller Northern Nevada casinos were sold to Truckee Gaming for $19.2 million. Affinity simultaneously broadened its geographic footprint by purchasing three casinos in Black Hawk, Colorado, from Golden Gaming. In February 2017, Z Capital Partners, which had already accumulated a 41 percent stake, acquired all remaining shares in a transaction valued at $580 million. In October 2018, Z Capital proposed acquiring Full House Resorts and combining it with Affinity, but Full House executives rejected the offer. Affinity sold its three Colorado casinos to Twin River Worldwide Holdings for $51 million in January 2020. Affinity's ownership group formed Gaming & Hospitality Acquisition Corp. in March 2020 to pursue a public-market transaction in the gaming industry. GHAC completed an initial public offering in February 2021, raising $200 million. Z Capital subsequently announced that Affinity would be combined with Sports Information Group, the owner of Daily Racing Form. The transaction closed in July 2021, and the combined company adopted the Affinity Interactive name. GHAC did not complete a merger and was liquidated in 2022. Affinity Interactive's resulting portfolio combines regional casino operations with sports-betting, interactive-gaming, and horse-racing information and media activities.
- 2022
GHAC liquidated
[1]Gaming & Hospitality Acquisition Corp. was liquidated after failing to complete a merger.
- 2021
Affinity Interactive created
[1]The combination of Affinity Gaming and Sports Information Group was completed, bringing Daily Racing Form into the group.
- 2020
Colorado casino portfolio sold
[1]Affinity sold its three Black Hawk casinos to Twin River Worldwide Holdings for $51 million.
- 2017
Z Capital Partners takes full ownership
[1]Z Capital Partners acquired all outstanding shares of Affinity Gaming.
- 2013
Silver Sevens rebrand and asset divestitures
[1]Terrible's Hotel and Casino became Silver Sevens, while Affinity sold several non-core casinos and its slot-route operations.
- 2011
Renamed Affinity Gaming
[1]The company adopted the Affinity Gaming name after emerging from bankruptcy.
- 2009
Chapter 11 filing
[1]Herbst Gaming filed for bankruptcy protection amid financial pressure from the economic downturn, smoking restrictions, and its expansion strategy.
- 2007
Sands Regent and Primm Valley acquisitions
[1]Herbst acquired Sands Regent and later Primm Valley Casino Resorts, substantially increasing its Nevada casino portfolio.
- 2005
Expansion into Missouri and Iowa
[1]The company purchased three casinos from W.M. Grace Entertainment for $287 million.
- 2003
Anchor Coin acquisition
[1]Herbst acquired Anchor Coin and approximately 1,100 slot machines from International Game Technology.
Products and positioning
A privately held regional gaming and interactive-entertainment operator combined with a specialist horse-racing media business.
Casino gaming and hospitality
Casino operations
Affinity Interactive operates a regional casino portfolio with properties in Nevada, Missouri, and Iowa. The casinos combine gaming floors with hospitality, food-and-beverage, entertainment, recreational-vehicle, or lodging facilities depending on the property. Publicly identified current properties include Lakeside Hotel & Casino in Osceola, Iowa; Mark Twain Casino & RV Park in La Grange, Missouri; St. Jo Frontier Casino in St. Joseph, Missouri; and Silver Sevens Hotel and Casino in Paradise, Nevada. The full current portfolio is not detailed in the supplied material.
Horse-racing media and information
Daily Racing Form
Daily Racing Form is the group's best-known media asset. It provides horse-racing journalism, race information, handicapping material, entries, results, and wagering-related content for racing audiences. It became part of Affinity Interactive through the 2021 combination with Sports Information Group.
Interactive gaming services
Sports-betting and interactive gaming
Affinity Interactive is described as participating in sports betting and interactive entertainment alongside its land-based casino operations and racing-media activities. The supplied reference does not identify a complete list of current platforms, consumer brands, jurisdictions, or individual digital products.
Brand decisions
2021
Combination with Sports Information GroupM&ABackground
Z Capital sought to combine Affinity Gaming's casino and gaming activities with Sports Information Group, the parent company of Daily Racing Form.
Action taken
The combination was completed in July 2021 and the resulting business was named Affinity Interactive.
Aftermath
The company broadened its portfolio to include horse-racing information and media alongside casino, sports-betting, and interactive-gaming activities.
2017
Acquisition by Z Capital PartnersM&ABackground
Z Capital Partners had built a 41 percent stake in Affinity Gaming before pursuing full ownership.
Action taken
Z Capital acquired all outstanding shares in a transaction valuing Affinity at $580 million.
Aftermath
Affinity continued as a privately held company under Z Capital ownership.
Transaction value. $580 million (February 2017)
2009
Bankruptcy restructuringOtherBackground
Poor financial results, the economic slowdown, smoking restrictions, and concerns about the cost and performance of the Primm Valley acquisition placed Herbst Gaming under severe pressure.
Action taken
The company filed for Chapter 11 and revised its restructuring plan after objections from bondholders. Creditors received ownership of the slot-route operation and casino business.
Aftermath
The reorganized business emerged at the end of 2010 as Herbst Gaming LLC under ownership associated with investment companies and banks.
2007
Shift toward casino ownershipStrategyBackground
Nevada smoking restrictions were expected to weaken slot-route revenue from taverns and convenience stores, while the company was already operating casinos.
Action taken
Herbst increased its casino exposure through the acquisitions of Sands Regent and Primm Valley Casino Resorts.
Aftermath
The expansion increased the company's regional casino footprint but contributed to financial pressure when economic conditions deteriorated and competition intensified.
Recent events
- 2021
Affinity expands its media portfolio through Sports Information Group combination[1]
M&A
Affinity Gaming was combined with Sports Information Group, the parent company of Daily Racing Form, creating Affinity Interactive.
- 2017
Z Capital Partners acquires Affinity Gaming[1]
M&A
Z Capital Partners acquired the outstanding shares of Affinity Gaming in a transaction that valued the company at approximately $580 million.
- 2011
Company adopts the Affinity Gaming name[1]
Other
The reorganized casino company changed its name from Herbst Gaming to Affinity Gaming.
- 2010
Herbst Gaming emerges from bankruptcy under creditor ownership[1]
Bankruptcy · M&A
The reorganized business emerged as Herbst Gaming LLC with ownership transferred to a group of investment companies and banks.
- 2009
Herbst Gaming files for Chapter 11 bankruptcy protection[1]
Bankruptcy · Other
Herbst Gaming entered Chapter 11 during the economic downturn after poor results, pressure from Nevada smoking restrictions, and difficulties associated with the Primm Valley expansion.
Sources4 sources
Cite this profile: Cite the canonical profile. /brand-wiki/affinity-interactive · Editorial policy · How profiles are compiled