US racetrack and gaming operator Penn National Gaming will look to better engage with existing customers and attract new players with the launch of a new mobile social slot title, Hollywood Slots.

The new app features exclusive content designed by OpenWager, and is now available for download from Apple’s App Store and the Google Play Store. It follows the signing of an agreement between the supplier and the operator’s iGaming subsidiary Penn Interactive Ventures.

Hollywood Slots’ graphics have been tailored to incorporate elements of Penn National’s popular Hollywood brand. Users collect free bonuses on Hollywood movie backlots, and can invite friends to play and compete in tournaments via Facebook. Users are guided around by the virtual hostess Holly, who challenges them to complete quests, earn stars and unlock new games.

The launch further expands Penn National’s social casino range, with the company already active on Scientific Games’ Play4Fun network. In October last year the Penn Interactive division also invested in the social sports studio iPro, founded by former IGT and DoubleDown executive Robert Melendres.

“The launch of the Hollywood Slots social casino game is an important component of Penn National’s I-Gaming strategy to acquire new customers through online engagement, while presenting new opportunities to interact with existing customers,” Penn National’s senior vice president and managing director of iGaming Chris Sheffield explained.

“We chose Open Wager as our partner because of their expertise in the social casino industry and track record of creating exciting and entertaining products that attract players.

“Hollywood Slots has already garnered early positive reviews and with today’s public launch, users can enjoy the platform’s exciting games and become engaged through the product’s unique graphics and game features,” he said.

The launch is OpenWager’s second Hollywood-branded product, after it launched Sky Hollywood Slots with Sky Betting & Gaming, only for the offering to be shuttered in September 2015. It has also developed free-to-play apps for newspaper USA Today and Casinos Austria subsidiary Win2Day.

“We are excited to partner with Penn National, one of the country’s most successful land-based casino operators to help them achieve their strategic goals in the online social space,” OpenWager CEO John Cahill said. “We believe our custom content, rich game features and incorporation of Penn National’s Hollywood brand make Hollywood Slots a uniquely entertaining offering for social casino enthusiasts.

“We are committed to raising the bar on social casino entertainment and delivering a product that provides players with a great game experience thereby growing engagement, brand awareness and player loyalty.”

Shares in Penn National Gaming Inc (Co. Data) (NASDAQ:PENN) closed at $17.21 per share in New York Monday.

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