Penn Entertainment launches new loyalty program Penn Play, replacing former mychoice scheme

Penn Entertainment announced Monday the launch of PENN Play, an enhanced customer loyalty program expected to better serve the gambling operator's 26 million members. The new program is set to empower customers with expanded options to earn and redeem rewards across the firm's portfolio of brands.

PENN Play replaces the former mychoice branded program and further connects the company's brands under one loyalty scheme, "making it easier than ever for members to earn, track, and redeem PENN Cash across a variety of gaming and entertainment experiences."

The program features PENN Cash, the company's new loyalty currency, which 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.

Customers will also be able to redeem rewards by playing online with Penn brands HollywoodCasino.com and PENNPlaycasino.com, plus Barstool Sportsbook & Casino beginning "later this Summer."

To celebrate the PENN Play launch, the company is rolling out a promotional campaign that will give away $1.5 million in PENN Cash and prizes to members, Penn Entertainment also announced. To enter for a chance to win, customers must download the PENN Play app.

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 omnichannel experience for our customers, which we believe will have a meaningful impact on both our retail and online gaming performance."

According to Penn Entertainment, meaningful rewards are now "more accessible" to everyone. "Customers can begin earning just by signing up, including at the new Play tier level," says the firm. Additional benefits and rewards are unlocked at each of five tier levels - Play, Advantage, Preferred, Elite and Owners Club.

Other highlights of the new PENN Play program include access to a new marketplace featuring "popular retailers" where members can redeem gifts and earn tier points and PENN Cash on everyday items; and access to new perks and entertainment experiences with Penn partner brands, including Live Nation and Choice Hotels.

Moreover, the program comes with a new rewards website and mobile app, which allow members to participate in exclusive promotions and track progress toward earning rewards. PENN Play is supported by the company's cardless, cashless and contactless 3 C's technology "to better meet the preferences of customers," added the firm.

The rebrand also includes enhancements to Penn's dedicated rewards program honoring active-duty military, veterans and first responders. PENN Heroes, formerly myheroes, features "more rewards" for these customers, including a PENN Play tier upgrade and discounts across hotels, dining and shopping at Penn locations.