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Pennsylvania-based gaming giant PENN Entertainment has announced a significant corporate reorganization designed to sharpen its strategic focus heading into 2026, placing greater emphasis on digital assets and strengthening its omnichannel business model.
The new structure, which takes effect immediately and has been approved by PENN’s board of directors, is aimed at increasing efficiency, said PENN Chief Executive Officer and President Jay Snowden.
“As we turn the calendar to 2026, we are restructuring our corporate organization in order to achieve greater operational efficiencies, deepen customer engagement across channels, maximize free cash flow, and drive shareholder value.”
Shifts in leadership
As part of the reorganization, two senior leaders are departing the company and their positions are being eliminated. Todd George, executive VP of operations, and Rich Primus, senior VP and CIO, will step down.
Both executives have long tenures with PENN. George served the company for more than 13 years across a variety of roles, including leadership of Hollywood Casino properties. Primus has been CIO for over a decade, contributing to the company’s tech strategy and cybersecurity framework.
The two helped to build PENN into what it is today, Snowden said.
“Both Todd and Rich have made significant contributions to PENN’s evolution over the past decade and helped build the strong foundation we have in place today.
“On behalf of the company’s board of directors, I want to express my appreciation for their dedication and efforts to PENN over the years and wish them well in their future endeavors.”
Retail and digital focus
Under the updated structure, PENN’s regional operations leaders – Rafael Verde, Aaron Rosenthal, and Justin Carter – will continue to manage the company’s retail casino businesses, which include the following Hollywood properties in Pennsylvania:
- Penn National Race Course
- The Meadows
- York
- Morgantown
Meanwhile, Chief Marketing Officer Jennifer Weissman will now report directly to Snowden and will work to enhance omnichannel results, including collaboration with Chief Technology Officer and Head of Interactive Aaron LaBerge to improve the PENN Play loyalty program and cross-sell execution across digital and retail channels.
LaBerge will also assume oversight of PENN’s enterprise IT functions, bringing retail, digital, data, cloud, and security platforms under a unified leadership structure aimed at reducing duplication and accelerating development.
PENN has begun a search for a digital chief operating officer who will report to LaBerge and help manage the day-to-day operations of the company’s Interactive segment, which includes its PA online casino and PA online sportsbook businesses.
What it means for Pennsylvania
For Pennsylvania, where PENN operates multiple casinos and plays a major role in the state’s evolving gaming and online betting market, the reorganization reflects a continued commitment to integrating digital products with retail operations. It’s a trend the company has been pursuing across its footprint.
Customers using theScore Bet or the online Hollywood Casino should not see any difference in the short term. However, the restructuring could change the way the company operates in the future with updated offerings.
The company most recently completed a rebrand of ESPN BET to theScore Bet last month in Pennsylvania.
PENN officials say they will provide additional updates when they report Q4 2025 financial results in February, including anticipated cost savings and free cash flow benefits tied to this restructuring.
