Penn Restructures Leadership to Accelerate iCasino in 2026
Penn Entertainment has moved swiftly to realign its leadership and operational priorities following the termination of its ESPN Bet partnership, signalling a decisive shift toward an iCasino-led Interactive strategy as the company enters 2026.
The US-based gaming operator confirmed a new corporate organisational structure designed to better align leadership with revised strategic objectives across digital and retail channels. As part of the reorganisation, Executive Vice President of Operations Todd George and Senior Vice President and Chief Information Officer Rich Primus have stepped down, with both executive roles eliminated. The company positioned the changes as a response to evolving market dynamics and the need for improved efficiency and capital discipline.
The restructuring reflects Penn’s decision to refocus its Interactive business on online casino performance rather than large-scale sportsbook partnerships. Digital casino assets in Canada and the Hollywood iCasino product in the US are now central to the company’s growth strategy, while the retail casino portfolio remains a core pillar of its broader omnichannel model.
Operational oversight across Penn’s regional properties will continue under senior vice presidents Rafael Verde, Aaron Rosenthal, and Justin Carter. Verde and Rosenthal will report directly to CEO and President Jay Snowden, while Carter will report to Verde. Chief Marketing Officer Jennifer Weissman will also report to Snowden, with responsibility for strengthening omnichannel engagement and expanding the reach of the Penn Play loyalty ecosystem.
Technology operations have undergone a significant consolidation. CTO and Head of Interactive Aaron LaBerge has assumed responsibility for enterprise IT functions, bringing retail, digital, data, cloud, and cybersecurity platforms under unified leadership. The company said the move is intended to reduce duplication, improve capital efficiency, and accelerate scalable product development. Penn has also launched a search for a digital chief operating officer to oversee day-to-day Interactive operations, allowing LaBerge to focus on enterprise-wide technology integration.
Market analysts have largely viewed the organisational overhaul as constructive. Investment firm Stifel noted that eliminating the EVP of operations role alone could deliver annualised cost savings of at least $1m, supporting Penn’s broader effort to reduce fixed Interactive costs following the ESPN Bet exit. The firm reiterated its Buy rating on Penn shares, citing improving retail fundamentals and steady progress in iCasino performance.
iGaming News Today observes that Penn’s restructuring mirrors a wider industry recalibration, as operators reassess digital investments and prioritise sustainable profitability over headline partnerships. As Penn prepares to provide further updates in its upcoming fourth-quarter results, attention will focus on whether the leaner leadership model translates into stronger iCasino margins and clearer execution across its omnichannel strategy.
