Penn National Gaming, the owner of brands including theScore Bet and Barstool Sportsbook, is rebranding itself to PENN Entertainment to reflect its evolution into “a provider of integrated entertainment, sports content, and casino gaming experiences”.

President and CEO Jay Snowden called it “an exciting day” for the company.

“Over the past few years, PENN has transformed our business through a highly differentiated strategy focused on organic cross-sell opportunities, which is reinforced by our investments in market-leading retail casinos, sports media assets, owned technology including a state-of-the-art fully integrated digital sports and online casino betting platform, and an in-house iCasino content studio,” he said.

Snowden added the new name “maintains ties to our legacy while better reflecting our evolution into North America’s leading provider of integrated entertainment, sports content, and casino gaming experiences.”

The timing of the announcement is somewhat uncanny, as leading Canadian casino company Great Canadian Gaming Corporation this week also announced a rebrand to Great Canadian Entertainment.

As indicated by both companies, these moves reflect the changes afoot in the gaming industry in recent years, where there has been an increasing convergence of traditional land-based gaming, online casino and lottery, and sports betting.

Penn’s rebrand comes at a time of change for the company. Notably, its recently announced its leading Canadian brand theScore’s successful migration of theScore Bet to its proprietary tech stack in Ontario. That stack includes a risk and trading platform, player account management system, and promotion engine. Penn also plans to introduce a new Parlay+ feature on theScore Bet for all major league sports in the fall, as well as migrate the Barstool Sportsbook in the US onto the new tech stack during Q3 2023.