This morning in the EKG Line, the weekly newsletter focused on the gambling sector, there's a mention of how PENN Entertainment is increasing promotional expenditures for the well-performing online casino segment. 

Utilizing Partnerships with Blue Jays and Golf Canada 

The narrative was referring to its Hollywood PA Casino app, but you can broaden that attention to casinos in Ontario, considering what PENN has been doing with its theScore Casino app. 

In the Ontario regulated market, casinos are the key differentiator for competing operators. Based on the newest market performance data from iGaming Ontario, the market recorded CAD $7.79 billion in total cash bets in April and CAD $313.3 million in unadjusted gross gaming revenue, with casinos capturing 84% of the wager market share and 78% of the revenue. 

In April, PENN introduced theScore Casino, an independent icasino app in Ontario, utilizing the same proprietary tech platform as PENN's online Hollywood Casino, which debuted as a separate product in the U.S. in December. 

Casino Reigns Supreme 

Eilers & Krejcik ranked that product as the No. 2 overall icasino offering in the U.S. for 2024. 

Casino.org interviewed Jason Birney, Vice President of Operations at PENN Interactive, regarding the company's activities in the online casino sector in Ontario.

"We’re focused on delivering the best-in-class online casino experience in the market,” he said. “To accomplish that, we’re adding new games on a weekly basis and constantly enhancing our product to best serve our user base. We’re extremely proud of the progress we’ve made across our online casino business and how users are responding with our newly launched standalone theScore Casino app.”

Custom Games Through Technology Platform 

PENN has utilized long-term collaborations with the Toronto Blue Jays and Golf Canada to enhance online casino content options. That sponsorship encompasses the RBC Canadian Open and the CPKC Women’s Open. As all golf enthusiasts are aware, the RBC Canadian Open is happening this weekend at TPC Toronto at Osprey Valley, generating plenty of golf excitement in the province. 

At the close of May, PENN launched PGA Tour Blackjack online in New Jersey and Ontario, offering traditional blackjack play along with poker and pairs side bets. The golf-themed table showcases official PGA TOUR emblems, personalized playing cards, chips, and golf-related festivities. 

“Ontario is a great market for us in terms of both online sports betting and iCasino, where we offer a number of bespoke games developed by our in-house game studio, PENN Game Studios, and exclusive content such as our Blue Jays-branded games through our partnership with the team,” Birney said.

In-House Game Studio

“On the marketing side, we’ve also been focused on creating additional cross-sell opportunities from online sports betting around marquee events, such as tying in slot promotions to March Madness.

"Having a dedicated in-house game studio allows us to more creatively and efficiently serve our users through the creation of unique and exclusive games such as Legendary Larry and Wuji Mines – two original titles that are among our most popular games. 

“Owning every step of the process allows us to work on our own timelines, prioritize launches and further integrate our partners such as the Blue Jays, PGA TOUR, and more into bespoke branded content that’s not available anywhere else.”