PENN Entertainment partners with Birches Health to enhance responsible gaming tools on its platforms

PENN Entertainment has announced a new partnership with Birches Health, an online behavioral health services provider. Users of PENN’s betting platforms can now access gambling addiction assessments and counseling resources through the integration.

The services are available within theScore Bet and Hollywood Casino apps in the United States. Players can locate responsible gaming (RG) tools through their account profiles, which include problem gambling assessments, informational articles, and details on addiction counseling. Additional access is provided through a dedicated online page.

Clinical services embedded in digital platforms

Birches Health provides online behavioral addiction treatment programs, including counseling focused on sports betting and gambling. The partnership introduces curated content tailored to users of theScore Bet and Hollywood Casino, with the aim of providing information on identifying and addressing problem gaming.

“PENN's partnership with Birches Health showcases innovation in player protection at scale,” said Birches Health founder and CEO Elliott Rapaport. “We are excited to support them and their users with specialized content, educational initiatives, and streamlined access to our specialized support services.”

Content delivery focused on responsible play

The integration includes RG-focused materials developed by Birches Health and adapted for PENN’s digital platforms. These materials are designed to provide users with guidance on gambling behavior and available support services.

“Responsible Gaming is always our highest priority, and we're thrilled to partner with Birches Health and expand the library of resources our players can access through our gaming apps,” said Adam Kates, Vice President, Compliance, PENN Interactive.

“Birches is a leader in the behavioral addiction treatment space, and their curated content helps destigmatize gambling addiction and provides players with information on identifying and treating problem gaming.”

PENN's responsible gaming efforts are managed through its corporate RG Committee, which oversees programs across the organization. The company’s framework is subject to ongoing review to ensure responsible gaming remains part of its decision-making processes.