Podcast Summary: Creating Unified Experiences in Gaming: Jennifer Weissman on PENN Entertainment’s Strategy

Podcast Information:

• Title: Marketing Vanguard
• Host: Jenny Rooney, Adweek
• Guest: Jennifer Weissman, Chief Marketing Officer at Penn Entertainment
• Episode Release Date: June 12, 2025

Introduction

In this episode of Marketing Vanguard, host Jenny Rooney engages in an insightful conversation with Jennifer Weissman, the Chief Marketing Officer (CMO) of Penn Entertainment. The discussion delves into Penn Entertainment’s strategic approach to creating unified gaming experiences, the evolving landscape of the gaming industry, and the pivotal role of marketing in driving consumer engagement and brand loyalty.

Jennifer Weissman’s Background and Penn Entertainment Overview

Jennifer Weissman shares her career journey, highlighting her transition from public relations roles in casinos to her current position as CMO at Penn Entertainment since 2015. With a robust background in marketing within the gaming sector, Jennifer outlines Penn Entertainment’s expansive operations:

• Operations: 42 casinos and racetracks across 20 states.
• Online Gaming Brands:
  • Hollywood Casino: Active in New Jersey, Pennsylvania, Michigan, and soon West Virginia.
  • Score Bet: Offers both sports betting and online casino services in Ontario.
  • ESPN Bet: A collaborative venture with ESPN, available in multiple states where sports betting is legal.

Quote:

“We are really robustly focusing right now our efforts in online gaming and do that under three different brands.” [01:16]

The Evolving Definition of Gaming

The conversation explores the multifaceted nature of the term "gaming," contrasting traditional casino gaming with the rise of virtual and competitive gaming. Jennifer emphasizes that the competitive spirit is inherent across all forms of gaming, whether for monetary rewards or virtual accolades.

Key Insights:

• Regulatory Landscape: Historically, advertising in casino gaming was heavily regulated, limiting how experiences could be portrayed. Over time, regulations have relaxed, allowing more authentic and immersive advertising.
• Consumer Engagement: The essence of gaming—competition and thrill—remains a core driver of consumer engagement across different platforms.

Quote:

“It doesn't distract at all. In fact, I think that it really speaks to the point that people in general are competitive regardless of whether or not they're doing it for money or they're doing it for a trophy.” [04:05]

Gamification and Advertising Opportunities

Jennifer discusses the integration of gamification into marketing strategies, both within Penn Entertainment and across other industries. She highlights how gamifying loyalty programs enhances customer engagement and drives repeat business.

Key Points:

• Loyalty Programs: Penn Play, Penn Entertainment’s loyalty program, employs tiered rewards that motivate customers to engage more deeply with various gaming and entertainment offerings.
• Brand Partnerships: Examples like the White Lotus sunglasses demonstrate effective brand placement that enriches the consumer experience.
• Immersive Marketing: Creating experiential and interactive advertising that aligns with the gaming experience to enhance brand connection.

Quote:

“Gamifying the loyalty experience has been something that companies have started to do really well.” [07:09]

Defining CMO Impact

When asked about the impact of the CMO role, Jennifer emphasizes the importance of being the "voice of the customer." Her approach involves leveraging customer data across diverse platforms to unlock additional value and enhance the overall customer experience.

Key Insights:

• Cross-Product Integration: Understanding customer behavior across different Penn Entertainment products to create cohesive and valuable interactions.
• Value Maximization: Using insights to refine marketing strategies that enhance customer lifetime value and deepen brand loyalty.

Quote:

“The role of my team is to really be the voice of the customer.” [19:09]

Future Plans and Strategic Initiatives

Jennifer outlines exciting developments on the horizon for Penn Entertainment, including the opening of two new land-based casinos in Joliet, Illinois, and Aurora. These new venues will feature diverse experiences and partnerships with renowned chefs like Giada De Laurentiis, aiming to elevate the dining and entertainment offerings.

Key Initiatives:

• New Casinos: Transitioning from riverboats to land-based casinos with enhanced amenities.
• ESPN BET Sportsbooks: Expanding sports betting and game-watching experiences to attract a younger demographic.
• Live Nation Partnership: Unique collaboration allowing Penn Play members to redeem loyalty points for Ticketmaster events, enriching the customer experience beyond casino walls.

Quote:

“We are the only casino provider of Ticketmaster loyalty redemption.” [23:29]

Educational Background and Continuous Learning

Jennifer shares her educational journey, emphasizing the importance of continual learning and adaptability in the fast-evolving gaming industry. Holding a journalism degree with an emphasis in public relations and an MBA from Northwestern, she underscores the necessity of staying updated with diverse tools and strategies to remain effective in her role.

Key Insights:

• Adaptability: Encouraging marketers to work with a variety of tools to stay ahead in a rapidly changing environment.
• Lifelong Learning: Valuing education and ongoing professional development to drive marketing innovation.

Quote:

“Every day we're evolving so quickly. So I do think the education is important.” [18:04]

Inspiration and Brand Admiration

When prompted about brands that inspire her, Jennifer highlights Primary, a children’s clothing brand known for its personalized and impactful marketing strategies. She appreciates how Primary creates a personal connection with customers through thoughtful packaging and communication, reflecting her belief in the power of tailored customer experiences.

Quote:

“Their marketing is brilliant. Whenever they communicate with me, it sounds like they're talking just to Jennifer Woodward.” [25:04]

Conclusion

The episode concludes with Jenny Rooney expressing gratitude for Jennifer Weissman’s time and insights. Jennifer reiterates the importance of personalized and experiential marketing in fostering strong customer relationships within the gaming industry. The discussion underscores the dynamic nature of gaming and the critical role of innovative marketing strategies in driving business growth and customer engagement.

Final Thoughts:

• Personalization: Tailoring experiences to meet individual customer needs and preferences.
• Experiential Marketing: Creating memorable interactions that resonate with consumers beyond traditional advertising methods.

Notable Quotes with Timestamps:

• Jennifer Weissman [00:27]:
  “If you're going to push back today on the tool we're using to manage our CRM... you've had the luxury of working with 20 different kinds of tools.”

• Jennifer Weissman [04:05]:
  “When gaming, ... we couldn't even show the casino floor... we couldn't show people on a slot machine ... now we can.”

• Jenny Rooney [10:51]:
  “It's not the destination, it's the journey.”

• Jennifer Weissman [19:09]:
  “The role of my team is to really be the voice of the customer.”

• Jennifer Weissman [23:29]:
  “We are the only casino provider of Ticketmaster loyalty redemption.”

• Jennifer Weissman [25:04]:
  “Their marketing is brilliant. Whenever they communicate with me, it sounds like they're talking just to Jennifer Woodward.”

Key Takeaways:

• Unified Customer Experience: Integrating online and offline gaming experiences to enhance customer engagement.
• Gamification: Utilizing gamified loyalty programs to drive repeat business and increase customer lifetime value.
• Strategic Partnerships: Collaborating with brands like ESPN and Live Nation to diversify offerings and reach new audiences.
• Continuous Innovation: Emphasizing the need for adaptability and ongoing learning in marketing strategies to stay competitive.

This episode offers valuable insights into how a leading entertainment company leverages marketing strategies to create cohesive and engaging gaming experiences, highlighting the importance of customer-centric approaches and innovative partnerships in driving industry success.