PENN Doubles Down on Digital Strategy with Leadership Overhaul

PENN Entertainment is revamping its management team as it enters 2026, marking another decisive step in the company’s broader recalibration. These shifts follow a turbulent period for its digital betting ambitions after the failure of the ESPN Bet project. The new changes signal a sharper focus on efficiency, tighter integration between retail and online operations, and a renewed effort to extract value from existing assets.

Two Long-Serving Executives Leave the Company

The restructuring seeks to establish a streamlined corporate structure that centralizes PENN’s technology, interactive, and omnichannel strategy. CEO Jay Snowden framed the move as a necessary evolution, aimed at improving capital discipline while strengthening customer engagement. The restructuring will take effect immediately and has the backing of PENN’s board.

As part of the reorganization, two longtime executives will leave the company. Todd George, the executive vice president of operations, and Rich Primus, the senior vice president and chief information officer, will step down, as their positions are declared redundant. Operational oversight will shift toward the company’s existing regional leadership, while marketing will move closer to the executive core.

Todd and Rich have made significant contributions to PENN’s evolution over the past decade and helped build the strong foundation we have in place today.

Jay Snowden, PENN Entertainment CEO

These departures mark the end of a chapter for PENN. George spent over a decade overseeing regional and enterprise-wide operations, including the modernization of several flagship properties and the recent openings at Hollywood Casino Joliet and the M Resort’s second hotel tower. Meanwhile, Primus played an instrumental role in the development of PENN’s technology infrastructure, cybersecurity, and internal systems strategy.

PENN Prioritizes Long-Term Sustainability

Aaron LaBerge, PENN’s chief technology officer and head of interactive, will receive expanded responsibilities as part of the restructuring efforts. LaBerge will now be responsible for enterprise IT in addition to PENN’s digital betting and iCasino platforms. The company has also launched a search for a digital chief operating officer who will manage day-to-day interactive operations and report to LaBerge.

These leadership changes follow PENN’s withdrawal from its high-profile ESPN Bet partnership, a deal that proved costly and short-lived. The company has been shifting its focus to its existing assets, particularly theScore. In December, PENN appointed longtime ESPN executive Nate Ravitz to lead theScore’s media division, a sign that content, audience reach, and brand engagement are once again central to its strategy.

The leadership shakeups indicate anew direction for ESPN with a strict focus on operational discipline. Analysts will closely watch the company’s Q4 earnings call, when management will outline expected cost savings and free cash flow improvements tied to the new structure. For now, PENN looks to regain momentum in online wagering without the burden of expensive licensing agreements.