Penn National relaunches social casino app as mychoice casino
Upgraded product to boost operator’s omni-channel efforts in driving land-based players online
Penn National Gaming (PNG) is relaunching its Hollywood Casino free-to-play app as mychoice casino with a new UI and back-end technology platform.
The rebrand is part of the operator’s efforts to bridge the gap between its land-based and online players as users of the mychoice loyalty program will be enticed over to the F2P product.
The updated product will offer a streamlined interface with new gamification features like profile customization, and the ability to earn digital rewards.
It will sit on the GAN social casino platform as PNG moves away from the Scientific Games SciPlay technology.
The mychoice casino profiles will be customizable Source: Penn Interactive
Rich Criado, VP and general manager for iCasino at PNG’s online division Penn interactive, told EGR NA: “Penn National Gaming’s industry leading casino loyalty program, mychoice, is a natural fit for our new social casino brand.
“This allows us to expand the relevance of the social casino product to all Penn properties. Players will also be able to link their mychoice accounts to earn tier points and comps on the new social casino,” Criado added.
Hollywood casino app users will be migrated over to the new app with an official launch planned for August.
“The goal is to have a digital destination for our loyal casino customers on desktop and mobile devices,” Criado said.
“The product has a loyal following of over 100,000 Facebook fans and continues to offer games that players love.”
PNG CEO Jay Snowden said in May the firm would increase its investment in omni-channel opportunities to mitigate some of the losses it incurred during the coronavirus lockdown.
The mychoice program currently boasts 20 million members.
In Q1 Penn Interactive reported, alongside the group’s four JVs and standalone racing operations, $20.3m in revenue and an $18.9m EBITDA loss.
At the time, Snowden said: “Penn Interactive had a notably strong first quarter, beating budgeted revenue and EBITDA despite the loss of retail sportsbook revenue for most of March.
“That momentum has carried into the second quarter, with Penn Interactive experiencing significant growth in users and revenue for both its social and real-money gaming products,” he added.
The new mychoice casino game lobby Source: Penn Interactive