PENN Entertainment Strengthens Digital Strategy with Executive Restructuring
PENN Entertainment Revamps Leadership for Enhanced Digital Focus
PENN Entertainment is making significant changes to its management team as it moves into 2026, signaling a strategic shift in its approach to digital betting. These adjustments come after challenges faced with the ESPN Bet initiative and reflect the company’s intent to streamline operations and better integrate its retail and online platforms. The goal is to maximize value from its current assets while improving overall efficiency.
Departure of Two Senior Executives Marks Organizational Shift
In an effort to create a more centralized and efficient corporate structure, PENN is bringing together its technology, interactive, and omnichannel divisions under a unified strategy. CEO Jay Snowden described this evolution as essential for enhancing capital management and deepening customer relationships. This reorganization is effective immediately and has the full support of the company’s board of directors.
As part of this transition, two long-serving members of the executive team will be stepping down. Todd George, formerly Executive Vice President of Operations, and Rich Primus, Senior Vice President and Chief Information Officer, are leaving as their roles have been deemed redundant. Responsibility for operational oversight will be delegated to the company’s existing regional managers, while marketing functions will become more closely aligned with executive leadership.
“Todd and Rich have played a key role in PENN’s growth over the past decade, contributing to the solid foundation we have today,” stated Jay Snowden, PENN’s CEO.
The exit of these executives closes an important chapter for PENN. George had overseen major projects, including the modernization of flagship locations and expansions like the second hotel tower at the M Resort and developments at Hollywood Casino Joliet. Primus was pivotal in advancing PENN’s technology infrastructure, cybersecurity protocols, and system strategies.
Prioritizing Sustainable Growth and Leadership Expansion
Aaron LaBerge, currently serving as Chief Technology Officer and head of interactive, will take on broader responsibilities. He will now oversee enterprise IT alongside the company’s digital betting and iCasino platforms. Additionally, PENN has initiated a search for a Digital Chief Operating Officer to manage daily interactive operations and report directly to LaBerge.
This leadership revamp follows PENN’s exit from the high-profile and costly ESPN Bet collaboration. The company is now concentrating efforts on leveraging existing properties, notably theScore. In a strategic move in December, PENN appointed former ESPN executive Nate Ravitz to lead theScore’s media division, emphasizing a renewed focus on content quality, audience engagement, and brand development.
The recent executive changes reflect PENN’s commitment to operational discipline and a fresh strategic direction post-ESPN Bet. Industry observers will be particularly attentive to the upcoming Q4 earnings announcement, where management is expected to detail projected cost reductions and improvements in cash flow. PENN aims to rebuild momentum in the online wagering market while avoiding the high costs associated with licensing agreements.
