Penn Entertainment launches new and improved loyalty programme

Penn Entertainment has announced the launch of Penn Play, a new customer loyalty programme to help punters earn even more rewards across its brands.

Penn also revealed the new loyalty programme would replace its branded programme, mychoice, and bring the gambling operator’s 26 million loyalty members under one brand.

PENN Play will reportedly make it easier for players to earn, track, and redeem PENN Cash, the firm’s loyalty currency, at its various entertainment outlets across the USA and via its online casino and sports betting sites.

The new loyalty programme will include several other enhancements, like a new loyalty currency and more accessible rewards. Penn Cash is earned and redeemed on the app through playing, shopping, dining, or staying at any company’s properties.

Customers can also accumulate points by playing online at brands like Barstool, Penn Play, and Hollywood Casinos. Players that sign up for the programme move through tiers such as Play, Advantage, Prefered, Elite, and finally Owners Club.

Each tier will provide customers with new perks and entertainment experiences via a marketplace of popular retailers to use their Penn Cash, redeem gifts and earn points.

Penn Entertainment’s CEO and President, Jay Snowden, revealed that rebranding to Penn Play was the first of many steps to create a fluid Omni-Channel experience for players.

“PENN’s business has transformed over the last few years as we’ve expanded our retail, online gaming, and entertainment experiences,” 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.”

Loyalty members have access to a rewards website and app where they can track their progress and be a part of exclusive promotions. This is supported by Penn Entertainment’s cardless, cashless, and contactless technology and features incentives for signing up for a PENN Mastercard credit card.

Penn Entertainment also announced that its rewards programme in honour of US active duty military, first responders, and veterans, My Heroes, would now be known as Penn Heroes. It will have additional perks like a PENN Play tier upgrade as well as discounts across Penn Entertainment’s hotels, shopping, and dining properties.

The company is currently running a promotional campaign as part of the PENN Play launch, where its members will receive $1.5 million in PENN Cash in addition to other prizes.

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