In this edition of the Industry Insider, we spoke with Justin Carter, SVP of Regional Operations at PENN Entertainment, on his journey from medicinal chemist to gaming executive, PENN Entertainment’s impactful diversity initiatives, and how G2E has helped foster equity and progress across the industry. 

Can you tell us a bit about yourself, your career journey, and what led you to your role as at PENN Entertainment? 

To share a bit about myself and my career journey, I began as a scientist straight out of college, working as a medicinal chemist tasked with discovering the next generation of drugs. It was during this time that I realized my passion for management. After several promotions, I found myself managing a team responsible for manufacturing large and small volume parenteral drugs. When I hit a ceiling in that role, I decided to attend business school, which led to an exciting recruitment into the gaming industry by Caesars Entertainment. My initial position was in an Executive Development role, which had me wearing many hats—from working nights as a slot technician to designing slot floor layouts and even attending dealer school. This diverse experience provided a solid foundation for my career in gaming.

I was then fortunate to join the pre-opening team for Baha Mar in Nassau, Bahamas. This international experience proved invaluable. After completing that assignment, I held various roles, including Slot Product Manager, Director of Customer Service, and Director of Continuous Improvement, before becoming the head of Operations at the Emerald Resort and Casino in South Africa. Managing an almost 800-acre resort was a unique challenge that prepared me for future opportunities. My career then took me to London, where I served as the General Manager of the Empire Casino and later Manchester 235 Casino. Eventually, I moved into a Regional Role, overseeing operations for London Clubs’ non-London-based assets, including Scotland. After this international journey, I was introduced to PENN Entertainment and reconnected with Jay Snowden, who shared the vision of a growing gaming company focused on a culture of meritocracy. This resonated deeply with me, and after over a decade and several roles with PENN, I am now the SVP of Regional Operations, covering 14 properties and 10 horse racing tracks across the country. I also lead The PENN Way Council, which includes team members from various levels of our business and is focused on identifying opportunities to embrace diversity and create a more inclusive environment for our people and our neighbors.

How does PENN Entertainment support equity and inclusion within the communities it serves? Is there any program or partnership that has made a meaningful impact?

At PENN Entertainment, we are committed to supporting equity and inclusion within the communities we serve. Our culture of inclusion and opportunity has always been part of PENN’s DNA. We partner with local organizations, charities, universities, and maintain a diverse procurement supply chain. Our approach, dubbed “The PENN Way,” includes initiatives like PENN Women, the Supplier Diversity Initiative, the PENN Scholarship Fund, and the HBCU STEM Scholarship Program, and widespread support for veterans through our PENN Heroes program. The PENN Way Council, which I chair, comprises team members from various levels of our business and is dedicated to embracing diversity and creating a more inclusive environment for our people and neighbors. Through the HBCU STEM Scholarship program, PENN has committed over $4 million over five years to fund scholarships at HBCUs, aiming to narrow the representation gap in STEM fields. Our Supplier Diversity efforts have also significantly increased our spend with diverse vendors, now exceeding $100M annually. 

How does PENN Entertainment celebrate Black History Month and support Black communities within the industry? 

PENN celebrates Black History Month with engaging programs across the company. In 2025, we hosted a companywide virtual panel that I moderated, featuring ESPN SportsCenter anchor Elle Duncan and Tiffany Murphy, CEO and Founder of The Culture Equity. They shared their career journeys and discussed the importance of increasing visibility and supporting career development to make sports and entertainment more inclusive. We also highlight the achievements of our Black leaders within the organization and host Black History trivia with exciting prizes. Our BEPENN (Black Excellence at PENN Entertainment) community is dedicated to supporting Black communities both inside and outside of PENN. Industrywide, PENN is a proud supporter of African Americans in Gaming and has hosted the annual AAG meet and greet cocktail reception at G2E. 

What is your vision for the future of equitable community engagement in the gaming industry, and how can others follow PENN Entertainment’s lead?

I envision a future where every company genuinely supports and mirrors the communities they operate in. This means that we must move beyond arbitrary metrics and empty statements, which often fail to drive meaningful change. 

Instead, we must commit ourselves to truly "walking the walk." This involves actively listening to and learning from our team members and the communities we serve as well as partnering with pioneering organizations inside the industry like AAG (African Americans in Gaming) and LGBTQ+ in Gaming. By doing so, we can develop initiatives and programs that are not only significant but also truly impactful for those they are intended to benefit. We can all work together to make this vision a reality and create a more inclusive and supportive gaming industry for everyone. 

How has G2E helped you advance your goals for equitable community engagement, and what role do you see it playing in fostering industry-wide progress?

I cannot say enough about how G2E has significantly impacted my career and served as a dynamic platform for fostering equity and inclusion within the gaming industry. G2E has been at the forefront of uniting the various amazing communities that make up our industry. From engaging panels that highlight a variety of issues and provide exposure to micro-communities within gaming, to creating open spaces where we can talk and find common bonds through the industry we love, G2E has truly been a catalyst for positive change. One of the most remarkable aspects of G2E is how it has provided space for organizations like African Americans in Gaming and LGBTQ+ in Gaming. These platforms not only create awareness and highlight the issues impacting these communities but also celebrate the opportunities and successes they have achieved within our industry. G2E has been instrumental in bringing these voices to the forefront and ensuring they are heard and valued. As we look to the future, I see G2E continuing to be a conduit for exposure, education, and growth for all. Its ongoing efforts will undoubtedly propel our industry forward, fostering a more inclusive and thriving gaming community.