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

Utilizing Collaborations with Blue Jays and Golf Canada 

That narrative was alluding to its Hollywood PA Casino app, but you can broaden that emphasis on casinos in Ontario, considering what PENN has been doing with its theScore Casino app. 

In the regulated market of Ontario, casinos are the key differentiator for operators competing in this space. Based on the recent market performance data from iGaming Ontario, the market recorded total cash wagers of CAD $7.79 billion in April, alongside CAD $313.3 million in non-adjusted gross gaming revenue, with casinos capturing 84% of the market share in wagers and 78% in revenue. 

In April, PENN introduced theScore Casino, a standalone icasino application in Ontario, utilizing the same proprietary technology platform as PENN’s online Hollywood Casino, which debuted as an independent product in the U.S. in December. 

Casino Prevails 

Eilers & Krejcik rated that product as the second-best 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 Ontario's online casino sector.

"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 its online casino content portfolio. That sponsorship encompasses the RBC Canadian Open and 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 currently. 

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 table with a golf theme includes official PGA TOUR logos, personalized playing cards, chips, and golf-inspired 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.”