PENN Entertainment

Reimagining PENN Entertainment’s Loyalty Program


PENN Entertainment had transformed itself from a regional casino operator into a modern omnichannel entertainment and gaming company. As part of that transformation, Prophet worked with PENN’s leadership team to redefine its corporate brand so that the organization could better communicate and connect with its employees, investors, regulators, partners and consumers.  

As a next step in the brand’s transformation, PENN partnered with Prophet to extend the new corporate brand to the customer experience with a reimagined loyalty program that could serve as the connector across the organization’s casinos, sportsbooks, and online gaming products.   


First, we conducted qualitative research sessions with different consumer segments, which helped reveal that flexibility is essential to PENN’s target personas. We then crafted a new vision and value proposition to serve the organization’s key personas.   

After a series of naming and branding exploration exercises, we developed a new program identity and name for the loyalty program, PENN Play.    

To bring the new loyalty program to life, we interjected PENN Play’s new energetic visual identity and voice across digital and in-person touchpoints, including websites, email and social. From there, we developed and executed the multi-channel “Well Played” campaign, which centered on the idea that engaging with PENN Play today will reap future rewards.

As part of this campaign, we formulated a multi-phase communications strategy, delivered creative assets for all communications, helped transition social accounts, and partnered with a media agency to optimize the paid media strategy.  


PENN Play’s launch and first month has exceeded historical performance. It has also impressed customers, boosting organic followers on Instagram, Twitter and Facebook. It’s driven new registrations and is increasing downloads of the app. And it’s given PENN Entertainment the connective tissue needed to strengthen the corporate brand and portfolio as it continues to build capabilities and acquire new offerings and customers. 

The campaign won a Silver at the 2023 W3 Awards in the Integrated Campaigns category and a Silver at the 2024 ANA Reggie Awards for Customer Engagement (CRM, Loyalty, Retention).



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“We couldn’t be more pleased with how well the launch went.  Everything was smooth, connected and purposeful. There have been so many wonderful comments as I visit our properties, and the creative truly is a wow.”

Jennifer Weissman

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