PENN Entertainment upgrades loyalty program with Ticketmaster partnership

PENN Entertainment has expanded its partnership with Ticketmaster, which will see the operator provide enhanced benefits for its PENN Play loyalty club members. 

PENN Play members will now be able to redeem tickets to live events through Ticketmaster as part of the operator and retailer’s expanded partnership.

Members will have the option to link their PENN Play and Ticketmaster accounts, giving them the opportunity to buy tickets to events using PENN Cash. 

PENN is also adding on-site activation at five venues across the US to enhance the live event experience for its loyalty club members. 

The operator first launched its new-look loyalty program PENN Play in April 2023, replacing the previous Penn National Gaming branded “mychoice” scheme.

PENN Play offers users five tiers of membership, with benefits including resort breaks at the operator’s land-based empire, as well as external partnerships with cruise companies and car rental firms.

Frank Gutierrez, EVP and global head of ecommerce sponsorship at Live Nation and Ticketmaster, said: “Today’s fans want more than passive entertainment – they look for immersive live experiences that create connections and make them feel appreciated. 

“Our partnership with PENN Play brings together digital engagement and real-world excitement, making it easy for fans to find the events they love.” 

Jennifer Weissman, PENN Entertainment SVP and chief marketing officer, added: “We’re thrilled to expand our partnership with Ticketmaster and enhance the PENN Play loyalty program by providing our members with direct access to a vast portfolio of concerts, shows, and sporting events. 

“This exclusive benefit further strengthens our industry-leading loyalty program, deepens our engagement with our millions of loyalty members, and creates more ways for our customers to find their fun with ease,” she added.