Penn Entertainment has announced a partnership with Birches Health aimed at expanding access to responsible gaming support across its digital platforms, as operators in the US market face increasing scrutiny around player protection.
The agreement will see Birches Health’s services integrated into Penn’s theScore Bet and Hollywood Casino, allowing users to access behavioral health resources directly through the operator’s platforms. The initiative is designed to provide immediate support options, including assessments and treatment pathways for individuals experiencing gambling-related harm.
The move reflects a broader shift among US operators toward embedding responsible gaming tools within the user journey, rather than positioning them as external or reactive measures. By incorporating clinical support into its platform, Penn seeks to strengthen early intervention capabilities and reduce barriers to treatment.
Adam Kates, VP, Compliance, Penn Interactive, said: “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.
“Birches is a leader in the behavioral addiction treatment space, and their curated content helps destigmatize gambling addiction and provides players information on identifying and treating problem gaming.”
Birches Health specializes in digital-first treatment for gambling disorder. The partnership allows Penn to direct players to these services in real time, particularly in cases where behavioral risk indicators are identified.
Elliott Rapaport, CEO of Birches Health, said: “Penn’s partnership with Birches Health showcases innovation in player protection at scale.
“We are excited to support them and their users with specialized content, educational initiatives and streamlined access to our specialized support services.”
The integration comes as regulatory bodies and policymakers across multiple US jurisdictions continue to emphasize the role of operators in identifying and mitigating gambling-related harm.
The deal also arrives at a moment of heightened industry attention to responsible gaming more broadly, especially with the rise of prediction markets. Dan Pozner, VP of Partnerships & Content at Birches Health, recently argued that while operators have made progress embedding limit-setting tools into onboarding flows and pushing problem gambling awareness content to wider audiences, the issue still largely remains inside an industry bubble, far from the general public, primary care providers and communities where it is most needed.
Birches Health has recently partnered with Odditt app Betflow to strengthen its responsible gambling education initiatives
