Operator News

US – PENN Entertainment launches enhanced customer loyalty program,PENN Play, to better serve 26m members

PENN Entertainment has unveiled an enhanced customer loyalty program, PENN Play, replacing its mychoice branded program.

The new program greatly expands the ways PENN’s 26 million loyalty members can earn and redeem rewards across the company’s portfolio of entertainment brands. 

PENN Play further connects the Company’s brands under one loyalty program, making it easier than ever for members to earn, track, and redeem PENN Cash across a variety of gaming and entertainment experiences. PENN Cash, the company’s new loyalty currency, can be earned and redeemed through gaming, dining, shopping or staying at PENN destinations across the country — including Hollywood Casino, L’Auberge and M Resort — or by playing online with Barstool Sportsbook & Casino*, HollywoodCasino.com and PENNPlaycasino.com.

To celebrate the PENN Play launch, the company is rolling out a promotional campaign that will give away $1.5m in PENN Cash and prizes to members.

Jay Snowden, Chief Executive Officer and President of PENN Entertainment, commented: “PENN’s business has transformed over the last few years as we’ve expanded our retail, online gaming and entertainment experiences. With the rebranding of our loyalty program to PENN Play, we are taking steps to better align all of our brands under the PENN umbrella and create a more seamless omni-channel experience for our customers, which we believe will have a meaningful impact on both our retail and online gaming performance.”

The rebrand also includes enhancements to PENN’s dedicated rewards program honoring our nation’s heroes. PENN Heroes, formerly myheroes, features more rewards and recognition for our nation’s active-duty military, veterans and first responders, including a PENN Play tier upgrade and discounts across hotels, dining and shopping at PENN locations. PENN Heroes has enrolled more than 182,000 members since launching in May of 2021.