The Ontario Opportunity
Ontario has quickly become one of North America’s most vibrant iGaming markets. Since opening to private operators in 2022, it has attracted global attention with its strong performance and regulatory clarity. Now, with PENN Entertainment launching a standalone iCasino app under theScore brand, the company is doubling down on its Canadian expansion strategy—and rightly so.
While most companies integrate their casino offerings inside sportsbooks or multi-purpose apps, PENN’s decision to launch theScore Casino as a standalone product indicates a long-term belief in the independent viability of digital casinos. This is a smart move in a market where casino activity consistently outpaces sports betting in both volume and revenue.
A Platform Built for Growth
The technology underpinning theScore Casino is the same proprietary platform used by Hollywood Casino in Pennsylvania. This signals two things: scalability and ownership. Instead of leasing tech from third parties, PENN is moving toward complete ecosystem control. This results in faster updates, better customer experiences, and ultimately, stronger profit margins. Owning your tech stack is no longer a luxury—it’s a necessity in competitive markets.
And while theScore Casino is still available inside theScore Bet app, separating it into a dedicated experience allows for unique branding, marketing, and customer targeting strategies. It’s a smart way to differentiate casual bettors from serious casino players without overwhelming either group.
Original Content as a Core Advantage
One of the most strategic aspects of this launch is PENN’s investment in original content. With over 1,200 games and dozens of titles developed by PENN Game Studios, the company is creating proprietary entertainment that can’t be found anywhere else. This isn’t just about having a larger library—it’s about stickiness. Exclusive games create loyalty and reduce churn, while branded experiences like the Blue Jays Blackjack table capitalize on local fandom to increase engagement.
This kind of bespoke content strategy is particularly potent in Ontario, where regulatory approval for new titles requires time and effort. By planning ahead and owning the pipeline, PENN is making sure its app remains fresh and local at the same time.
Data Is King—And PENN Is Ready
With one of the most robust omnichannel ecosystems in North America, PENN is positioned to do more with its data than most. The relaunch of theScore Casino allows the company to refine customer segmentation, personalize bonuses, and serve predictive offers across both sportsbook and casino verticals. In a world where user acquisition costs are ballooning, this level of efficiency will pay massive dividends.
Moreover, Ontario’s 30% rise in online casino wagering proves that players are ready to engage. The timing of this rollout couldn’t be better. With a native tech stack, original games, and a growing user base, PENN is executing on a blueprint more operators should be following.
Final Thoughts
PENN’s new standalone theScore Casino app is more than just a rebrand—it’s a declaration of intent. By focusing on a superior, dedicated casino experience, PENN is leveraging its Canadian roots, in-house tech, and original game development to gain a durable edge in Ontario. Expect this playbook to be replicated in other markets where regulatory pathways allow for it.
