Delaware North has introduced a unified identity for its gaming operations, bringing together its land-based casinos, online platforms and rewards programs under one brand known as Ember Entertainment. The restructuring is designed to link physical and digital gambling products into one integrated system.
The company said the move replaces the previous Delaware North Gaming & Entertainment structure and marks a shift toward consolidation “omnichannel” a model that includes retail casinos, iGaming, sportsbook services, social gaming and loyalty rewards.
Jason Gregorec, president of the company’s gaming division, explained the brand change in response to changing customer expectations.
“Delaware North has created a cohesive identity for our gaming business that reflects modern consumer expectations and positions us for growth in a rapidly growing category,” Gregorec said.
He added that the goal is to connect all customer touch points, including casino floors, digital platforms and hospitality services.
“The new omnichannel presence creates seamless customer interactions across all channels – physical, digital and experiential – connecting brick-and-mortar, digital gaming, sportsbook and rewards, as well as dining, lodging and retail at our gaming properties,” he said.
Single Ecosystem Across Gaming Channels
Under Ember Entertainment, the company groups all gaming verticals into one structure. This includes its retail casino operations, online casino products, sportsbook platform, social casino offerings and loyalty programs.
The transition builds on Ember Casino’s previous launch in New Jersey, which marked the company’s entry into the state’s online gambling market. Ember Casino is also replacing a former Betly-branded online casino in West Virginia, with plans for further expansion.
This online casino platform is powered by Playtech and integrates games from various content providers. The company has indicated that additional US markets are being considered for expansion.
Ember Sportsbook also replaces existing sportsbook brands, including Betly in West Virginia and MVGBet in Ohio. In Arkansas, the company previously moved its sportsbook operations into a market access agreement with DraftKings.
Loyalty Program and Digital Expansion
A loyalty program has been implemented changed name from Lucky North Rewards to Ember Rewardswhich now operates in physical casinos and digital platforms. Members are automatically transferred to the new system without needing to reapply.
The program maintains the existing point structure but introduces new tier names, including Spark, Ignite, Flame, Blaze, and Phoenix. Benefits include casino promotions, hotel stays, dining offers and travel packages, as well as partnerships such as Carnival Cruise Line and Palms Casino Resort.
The free-to-play social gaming product has also been rebranded as Ember Jackpot Casino, replacing Lucky North Casino. It is now fully integrated into the broader rewards system and remains available in most US states.
Jill Eden, Ember Entertainment’s vice president of marketing, said integrating loyalty systems across channels is critical to this strategy.
“Integrating physical and digital gaming through a unified rewards platform is a key goal in improving the overall customer journey and engagement across properties and across platforms,” he said.
Eden added that the brand identity is intended to unify the customer experience across all formats.
"This isn’t just a new name or a new logo. This is a commitment to provide a better, more personalized experience for every guest, whether they’re visiting us in person or playing from home. Ember not only represents a new identity, but also a more connected guest journey at every touchpoint.” he said.
Land-Based Casinos Maintain Local Branding
While digital and loyalty products are consolidated under Ember Entertainment, The company’s physical casinos will continue to operate under their existing local names. However, they will now be marketed as part of the wider Ember ecosystem and linked through a shared rewards structure.
Its portfolio includes properties in several US states as well as international locations in Australia. The company also continues its role in developing casino projects for third parties, including the Catawba Nation resort in North Carolina.
The company said the rebrand reflects a broader strategy to simplify operations and support growth across regulated gaming markets. It aims to strengthen cross-platform engagement and increase efficiency in marketing and customer acquisition.
Gregorec described the changes as part of a longer evolution in his company’s gaming business.
“This is the next major step in the evolution of Delaware North’s gaming business from being a leading casino operator 20 years ago to a superregional and regional operator of casinos and other gaming venues, as well as rapidly growing online gaming,” he said in a press release.
