theScore Bet relied on outdated third-party software to manage promotions, forcing a slow, vendor-dependent process with no direct control over the engine. We built an in-house Promotion Engine to replace it — a back-office system that gave the marketing team independence to create, configure, and manage promotions without engineering or vendor involvement.
This in-house technology stack was a key driver in PENN Entertainment's ~US$2B acquisition of theScore in 2021. The Promotion Engine became one of the foundations for a new back-office, powering promotions across theScore Bet, Barstool Sportsbook, ESPN Bet, and Hollywood Casino with regional-specific controls.
