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PENN Entertainment to Launch Standalone Hollywood Casino App in Pennsylvania
PENN Entertainment plans to launch a dedicated Hollywood Casino app in Pennsylvania by early 2025, marking a fresh approach to its online casino strategy in one of the country’s most robust iGaming markets. PENN, which has already garnered significant attention through its ESPN BET partnership, is shifting focus to create a standalone app tailored specifically for online casino users.
According to PENN CEO Jay Snowden, the upcoming app is expected to better serve Pennsylvania’s large iGaming audience and help PENN capture more market share in the state’s competitive online casino scene. This new initiative highlights PENN’s strategy to leverage its extensive presence in Pennsylvania, where it operates four Hollywood-branded retail casino locations.
By aligning the online experience more closely with these physical casinos, PENN aims to create a seamless connection for customers who enjoy both in-person and digital gaming options. Snowden expressed optimism that this approach would help address previous challenges, such as customer confusion around accessing casino games through the ESPN BET app, which combined sports betting and casino games under one interface.
The separation of the Hollywood Casino brand from ESPN BET signals PENN’s intention to clarify its messaging to customers, specifically those interested primarily in iGaming rather than sports betting. According to Snowden, the current setup has created “messy” marketing challenges, as users familiar with Hollywood’s brand were directed to download the ESPN BET app for casino games. PENN expects to remove these hurdles and deliver a more intuitive, dedicated experience for casino-focused players.
The app will likely build on PENN’s extensive library of nearly 600 games, including slots, table games, and live dealer options. However, by moving to a separate platform, the Hollywood Casino app may be able to expand its offerings beyond what is currently available within the ESPN BET app.
This will provide a larger selection of games and an optimized experience for iGaming enthusiasts. Snowden noted that competitors with standalone casino apps have successfully boosted customer engagement, and PENN anticipates similar results with its new Hollywood Casino app.
Given that the Pennsylvania Gaming Control Board (PGCB) does not separate revenue statistics for each brand, it has been challenging to gauge Hollywood Casino’s exact performance within the ESPN BET app. Despite this, Snowden shared confidence that a standalone app could reach a meaningful portion of market share, building on the brand’s past performance in Pennsylvania when it achieved a “high single digits” market presence under its previous setup.
The new app will include cross-promotional opportunities linking PENN’s digital and retail channels. Customers can expect in-app offers tied to PENN’s physical locations, encouraging players to enjoy both online and in-person experiences at Hollywood Casino sites across Keystone State.
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