PENN Entertainment has started 2026 with a revised corporate structure aimed at simplifying its operations. The changes are intended to bring digital and retail assets closer together. Management says the PENN Entertainment reorganization is effective immediately.

• The PENN Entertainment reorganization refocuses the Interactive segment on digital assets in Canada and the Hollywood iCasino product in the US. These units are now more closely aligned with PENN’s retail casino business. The company said this supports its broader omnichannel strategy.

• Executive vice-president of operations Todd George and chief information officer Rich Primus will step down, with both roles removed. CEO Jay Snowden said the changes are designed to improve efficiency and free cash flow. He said the goal is to “deepen customer engagement across channels” while creating shareholder value.

• Regional operations leadership remains in place, with Rafael Verde, Aaron Rosenthal and Justin Carter continuing their oversight roles. Verde and Rosenthal will report to Snowden, while Carter will report to Verde. PENN said this ensures continuity across its retail portfolio.

• Chief technology officer Aaron LaBerge will take on responsibility for enterprise IT alongside his Interactive role. PENN is also searching for a digital chief operating officer to manage daily Interactive operations. Further details on cost savings are expected with Q4 2025 results in February.

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