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Penn Entertainment is experiencing growth in its omnichannel strategy in Pennsylvania, it announced during a Q2 2025 earnings call.
Customer spend has increased at both retail casinos and iGaming platforms.
Omnichannel is crucial for Penn in the Keystone State, as it operates four retail Hollywood casinos and a standalone online casino.
Omnichannel growth rate
Penn has a significant retail presence in Pennsylvania, operating the following Hollywood casino properties:
- The Meadows
- Penn National Race Course
- York
- Morgantown
Having four casinos and an online presence means the company has a large customer base. With omnichannel, which is seamlessly intergrating the two verticals, Penn is starting to see its strategy pay off.
The company enjoyed year-over-year increases of 19% in retail theoretical play and 133% in online
theoretical play. Theoretical play is analyzing strategic game concepts.
Company CEO Jay Snowden commented on the improvement.
“These are encouraging trends for sure, having both a retail and digital relationship with your consumer is clearly a major key to success for the industry moving forward.”
Snowden also mentioned the importance of having a strong loyalty program and games to offer customers, particularly slots. The company revamped its loyalty program in 2023 to Penn Play.
Snowden added:
“So I think the biggest opportunity for us is to make sure that if you’re coming to visit our land-based properties, and you’re part of the Penn play loyalty program that we’re giving you every reason in the world when you’re not with us, but you decide to game from home or outside the building that you’re doing that with Hollywood.”
Standalone Hollywood app gains momentum
Penn Entertainment launched a standalone Hollywood online casino app in December 2024, which has really started to take shape in Q2 2025. In July, Snowden revealed the company reached its highest-ever gross gaming revenue mark for its online casino brand in Pennsylvania.
In PlayPennsylvania‘s interview with Penn VP of Operations Jason Birney in March, he noted that the focus of the standalone app was to provide similar content to the retail Hollywood locations.
“We keep saying, ‘take your Hollywood home.’ We’re offering an experience you’re familiar with at your favorite Pennsylvania casino and the comfort of your own home.”
In addition, Penn announced a record percentage in cross-sell from ESPN Bet Sportsbook to the Hollywood online casino.
Snowden talked about the company’s strategy.
“I think probably the No. 1 factor is the fact that we have a casino-first brand on that app, and it’s really targeting slot players even more so than table game players. So the Hollywood Casino within ESPN Bet, a little bit more table game focused.
“Hollywood stand-alone, a little bit more of a slot-focused. We’re seeing that in our slot mix, which is, I believe, highest in the industry in the states where it’s tracked. So [we’re] very pleased.”
Snowden said the company has “been a lot more successful” in cross-selling ESPN Bet players to the Hollywood app.
