Penn Entertainment Unveils Customer Loyalty Program Updates

Written By J.R. Duren on April 25, 2023 - Last Updated on April 26, 2023
Penn Entertainment relaunches customer loyalty program with new look and features

Fans of Penn Entertainment’s loyalty program are in for a surprise.

The popular gaming and sportsbook company has rebranded and updated its customer loyalty program, adding new features and changing the program’s name from mychoice to Penn Play.

In a Business Wire press release, Penn CEO Jay Snowden said the new loyalty platform aligns the retail and online gaming divisions.

“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.”

To punctuate the launch, Penn is giving away $1.5 million in rewards cash and prizes to its loyalty members.

Six main changes to the Penn Entertainment loyalty program

The Penn Play platform offers six new features that loyalty members did not have before the update. The biggest change that customers will notice is that there is a new Penn loyalty website and app.

The five other significant changes are as follows:

  1. An in-app marketplace where members can redeem gifts and earn points for their account when they purchase merchandise through the marketplace
  2. Access to perks and entertainment experiences with Live Nation and Choice Hotels
  3. Cardless, cashless, and contactless technology
  4. Sign-up bonuses for the Penn Entertainment Mastercard
  5. Five loyalty tiers (Play, Advantage, Preferred, Elite, and Owners Club), each with its perks and bonuses.

As a whole, the changes to Penn’s loyalty platform have turned it into a hybrid of a casino and hotel loyalty program. Members get a smooth gaming experience when in person at a Penn gaming property, and they also have the chance to earn rewards through purchases made at Penn properties. As well as by playing online at Barstool Sportsbook & Casino, Hollywood Casino, and Penn Casino.

Customers who have rewards through Barstool Sportsbook & Casino will be able to redeem those rewards at some point during the summer, Penn noted.

The loyalty updates complete what has been a significant overhaul of the Penn brand. In August, the company finished its name rebranding to Penn Entertainment from Penn National Gaming.

That same month, the company filed paperwork to get full ownership of Barstool Sports.

Loyalty program for nation’s heroes gets updated too

In addition to rebranding mychoice to Penn Play, Penn has updated its service member and first responders rewards program. The program has changed its name from myhero to Penn Heroes.

Additionally, servicemembers and first responders now have more ways to earn rewards and recognition. One of those rewards is an automatic Penn Play tier upgrade, Penn noted.

Photo by Penn Entertainment
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J.R. Duren

J.R. Duren has covered the gambling beats for more than a dozen states for Catena Media since 2015. His past reporting experience includes two years at the Villages Daily Sun, and he is a first-place winner at the Florida Press Club Excellence in Journalism Contest.

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