PENN Entertainment launches theScore Casino app in Ontario
PENN Entertainment has introduced theScore Casino, a stand-alone online casino app tailored for Ontario’s regulated iGaming market. TheScore brand, which has been a fixture in Canadian sports media and gaming for decades, has launched the app to cater to the province’s growing demand for digital casino experiences.
Aaron LaBerge, Chief Technology Officer and Head of Interactive at PENN Entertainment, commented on the launch: “We’re excited to introduce our dedicated iCasino product in Ontario under the well-known and trusted theScore brand. We’ve built a strong online gaming foothold in the Ontario market and are primed to deliver an even better casino experience with our proven stand-alone app.”
Features of theScore’s new app
TheScore Casino operates on PENN Entertainment’s proprietary technology platform, which also powers its U.S. Hollywood Casino app. Hollywood Casino was launched as a stand-alone product in December 2024 and has since been ranked as one of the top iCasino apps in the U.S. by Eilers & Krejcik Gaming. PENN is now looking to replicate this success in Ontario.
The app offers more than 1,200 games, including online slots, table games, and live dealer content. The exclusive titles developed by PENN Game Studios, such as bespoke live dealer tables and Blue Jays Blackjack, a game inspired by PENN’s partnership with the Toronto Blue Jays, provides a local USP that aims to stand out amongst the competition. This localisation strategy will appeal directly to Ontario’s audience by integrating elements of local culture into its offerings.
LaBerge emphasised these features as key differentiators: “Our customer-friendly platform features more than 1,200 games, dozens of original titles, and intuitive gameplay that distinguishes our product and positions us for even greater success.”
Ontario’s thriving iGaming market
Ontario’s regulated iGaming market has been growing steadily since its launch in April 2022. According to iGaming Ontario data, online casinos dominate this space, accounting for 86% of wagers as of September 2024: a total of CAD $16 billion.
By introducing a dedicated casino app under an established brand like theScore, PENN Entertainment is positioning itself to capture a significant share of this lucrative market.
PENN’s acquisition of theScore in 2021 for $2 billion has proven instrumental in this expansion. By combining media assets with gaming operations under one umbrella, PENN has created opportunities for cross-selling while delivering a smooth customer experience. The company’s previous success with Hollywood Casino in the U.S., which saw average weekly users increase by 16% and gross gaming revenue rise by 38% post-launch, provides a strong precedent for its strategy in Ontario.
While PENN Entertainment is optimistic about replicating its U.S. success with theScore Casino, it faces competition from other operators in Ontario’s crowded iGaming market such as BetMGM, bet365 and Jackpot City Ontario. Nevertheless, its focus on exclusive content and localised features like Blue Jays Blackjack may give it an edge over competitors.
