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Penn Entertainment has launched an upgraded customer loyalty programme, PENN Play, replacing the previous mychoice-branded scheme.

The new initiative aims to better align the company’s brands and create a more cohesive experience for some 26 million loyalty members across its online and retail portfolio.

The new loyalty currency, PENN Cash, can be earned and redeemed at various PENN destinations or through online platforms such as Barstool Sportsbook & Casino.

Loyalty programmes have become increasingly important for US operators as they help boost customer engagement and retention.

By offering a range of rewards and benefits, these arrangements encourage repeat business and strengthen the relationship between a brand and its customers.

The new five-tier PENN Play programme will offer members several rewards and benefits, including a new marketplace with popular retailers where members can earn tier points and PENN Cash on their everyday purchases.

The scheme includes partnerships with external retailers such as Live Nation and Choice Hotels for exclusive perks and entertainment experiences outside of Penn properties.

Penn CEO Jay Snowden: “With the rebranding of our loyalty programme, we are taking steps to better align all of our brands under the Penn umbrella and create a more seamless omni-channel experience.”

A new rewards website and app for tracking progress and participating in promotions has also gone live.

A promotional campaign will accompany the launch where Penn has pledged to give away up to $1.5m in cash and prizes.

Penn Entertainment CEO and president Jay Snowden said: “With the rebranding of our loyalty programme 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 operator has also upgraded its dedicated rewards programme for active-duty military, veterans, and first responders, with the scheme now branded as PENN Heroes.

The veterans programme has enrolled more than 182,000 members since launching in May 2021.

Penn currently operates 43 properties across 20 US states and online sports betting in 17 North American jurisdictions, as well as iCasino in five.

Penn’s online casino gaming and sports betting division was contribution positive in Q4 2022 for the first time in the company’s history.

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