Penn Entertainment enhances its loyalty program benefits

WYOMISSING — Penn Entertainment Inc. has expanded its partnership with Ticketmaster, to offer new benefits for its loyalty members.

The Berks County-based gaming company has more than 30 million members in its Penn Play loyalty program. As part of the expanded partnership with Ticketmaster, those members can now redeem rewards for tickets to live events through Ticketmaster.

In addition, Penn will have on-site activations at five amphitheaters across the U.S., which is expected to further enhance the live experience for members, according to the Wednesday announcement.

“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,” Jennifer Weissman, senior vice president, chief marketing officer, Penn Entertainment, said in a statement.

In its press release announcing the expansion, Penn cited a 2023 Live Nation Custom Loyalty Study, that indicates fans are eager to join a loyalty program offering live event perks, with many even willing to switch programs for one offering access to live events.

“Today’s fans want more than passive entertainment — they look for immersive live experiences that create connections and make them feel appreciated,” Frank Gutierrez, EVP and global head, ecommerce sponsorship, Live Nation and Ticketmaster, said in a statement. “Our partnership with Penn Play brings together digital engagement and real-world excitement, making it easy for fans to find the events they love.”

How It Works

Once members connect their Penn Play rewards and Ticketmaster accounts, they can pay for all or part of their transaction with Penn Cash when purchasing tickets on Ticketmaster.com, according to the release.

Penn Entertainment Inc., operates 43 properties in 20 states, online sports betting in 19 jurisdictions and iCasino in five jurisdictions.

Ticketmaster is a part of Live Nation Entertainment and processes 600 million tickets per year across more than 35 different countries.