Penn Entertainment launches revamped customer loyalty programme

Penn Play brings together the operator’s 26 million loyalty members under a single brand. 

Customers accumulate Penn Cash, the programme’s new loyalty currency, through the app. This is earned and redeemed by playing, dining, shopping or staying at Penn’s properties.

Playing online via the Barstool, Hollywood Casinos and Penn Play brands also accumulates points. 

Penn Play offers a simplified way to earn points and rewards. Signing up to the scheme accrues Penn Cash, with users moving through tiers starting from Play, Advantage, Preferred and Elite to Owners Club. 

Perks and entertainment experiences are available across the tiers, through a new marketplace for spending Penn Cash.

Aligning all brands under the Penn umbrella

“Penn’s business has transformed over the last few years as we’ve expanded our retail, online gaming and entertainment experiences,” chief executive Jay Snowden commented. 

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

Overhaul for military rewards

The launch is accompanied by a refreshed version of Penn’s dedicated rewards programme for active military personnel, veterans and first responders.

Penn Heroes now offers additional perks such as a Penn Play tier upgrade and discounts across hotels, dining and shopping at the operator’s properties. It was formerly known as Myheroes.

More than 182,000 people have signed up to the programme since its launch in May 2021. Penn also launched a military scholarship at Penn State university earlier in April.