Ember’s debut in New Jersey marks a new chapter for the digital gaming business following its rebrand from Betly
Delaware North has unveiled its new flagship iGaming brand, Ember Casino, marking the first step in a broader strategy to rebrand its digital gaming business.
The launch in New Jersey is the first phase in this transformation as Delaware North transitions its existing digital gaming operations from the Betly brand.
Additional brand integrations and market expansions are planned throughout the year, as Ember becomes the unified identity for the company’s gaming portfolio.
“Ember represents the next chapter for our gaming business,” said Jason Gregorec, president of gaming for Delaware North. “We are building a connected platform that integrates our digital and brick-and-mortar expertise, creating a seamless experience for players while positioning us for long-term growth in highly competitive regulated markets.”
Ember Casino is powered by Playtech, which has been providing its sportsbook and casino platform for Betly’s operations in Ohio, Arkansas, Tennessee and West Virginia.
In recent months, Delaware North has expanded relationships with several online gaming content providers, including IGT, White Hat Studios, and Light & Wonder, to support Ember’s launch in New Jersey and future markets.
The company also works with Vegas Kings for platform design and AquireBet for user acquisition and experience optimization.
“Our mission has always been to deliver exceptional experiences,” said Lee Terfloth, chief interactive gaming officer for Delaware North. “These partnerships are fueling our expansion in the digital gaming space with the same level of precision, personalization and innovation our players have come to expect.”
Delaware North’s broader gaming portfolio includes properties across seven states and Australia, including the Southland Casino Hotel in Arkansas and Ruby Seven Studios social casino division. The company also serves as developer and gaming and hospitality consultant for the Catawba Nation’s $1 billion casino resort project in North Carolina.
Shares in Playtech plc (LSE:PTEC) were trading 0.81 per cent lower at 342.40 pence per share in London Monday morning.