PENN Entertainment
Platform Update Adds Enterprise Capabilities, Performance, and Connected Experiences
Challenges
PENN Entertainment sought to modernize its expansive digital ecosystem by transitioning to the modern, headless architecture of SitecoreAI. More than a “lift and shift” migration, a strategic overhaul was needed to add timely capabilities, efficiencies, security, and performance for the company’s growing portfolio of more than 40 distinct properties and websites.
The existing websites and digital framework for PENN Entertainment had grown increasingly fragmented. Inconsistent component structures, system integrations, and asset libraries made it a challenge to share common features across the family of websites. Disconnected solutions had created a lack of cohesion across user experiences within the brand’s digital solutions.
Solutions
PENN Entertainment partnered with the Sitecore practice at Americaneagle.com for their digital transformation. The development team established a detailed plan to maximize SitecoreAI platform capabilities and performance within every step.
The intelligent implementation of SitecoreAI has significantly simplified the authoring experience for the PENN Entertainment team while adding strong governance practices. Custom workflows were introduced to ensure all content and assets from property teams and corporate contributors follow appropriate review and approval processes. New capabilities and efficiencies were also built into the content management environment with shared components and structured content models. Their new, modular component library and backend enhancements will empower distributed teams to create and manage content much more effectively.
Creating a consistent authoring experience and asset libraries also improved discoverability and digital reach in the new solutions. An enhanced site search, with faceted selections to help users, has accelerated enterprise-wide search capabilities.
Authentication of registered gaming accounts and loyalty programs was also enhanced within a single sign-on solution. Guests can log in, manage their accounts, view statements, and transfer loyalty points across all PENN Entertainment sites. The solution provides a more seamless and personalized user experiences, including user-specific offers, while consistently attentive and compliant with stringent regulatory requirements.
A custom marketplace app was developed to provide a flexible scheduling platform for promotions. With it, PENN Entertainment can confidently schedule featured promotions, recurring events, popular concerts, and more at the property level or for enterprise-wide visibility. Another custom-built marketplace app was developed by the team to integrate Lytho, the digital asset management (DAM) platform used by PENN Entertainment.
This optimized implementation of SitecoreAI has built a high-performance, scalable foundation to support rapid migration of the PENN Entertainment property websites. A migration toolset was also developed by Americaneagle.com to successfully expedite those website transitions.
