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PENN Entertainment has expanded the ways its customers can earn rewards across its brands with the launch of a customer loyalty programme called PENN Play.

Rebranding the mychoice programme, PENN has stated that PENN Play will make it easier for customers to earn, track and redeem the company’s loyalty currency – PENN Cash – across several gaming and entertainment experiences at various US locations and online.

Jay Snowden, CEO and President of PENN Entertainment, commented: “PENN’s business has transformed over the last few years as we’ve expanded our retail, online gaming and entertainment experiences.

“With the rebranding of our loyalty program to PENN Play, we are taking steps to better align all of our brands under the PENN umbrella and create a more seamless omni-channel experience for our customers, which we believe will have a meaningful impact on both our retail and online gaming performance.”

Through PENN Play, members can unlock rewards at five different levels (Play, Advantage, Preferred, Elite and Owners Club), access a marketplace of popular retailers to redeem gifts and earn points and PENN Cash.

PENN Play also has a rewards website and app for members to track their progress and take part in exclusive promotions, is supported by the company’s 3 C’s technology (cardless, cashless and contactless) and also features PENN Mastercard credit card sign-up incentives.

As part of the customer loyalty programme rebrand, myheroes – the company’s rewards programming honouring US active-duty military, veterans and first responders – has been renamed PENN Heroes.

PENN also has a promotional campaign as part of the PENN Play launch where it is giving away $1.5m in PENN Cash and prizes to members.