The transition replaces several fragmented product names, including the Betly online platform and the Lucky North Rewards program, with a cohesive suite of services. Jason Gregorec, president of the company’s gaming division, stated that the change reflects modern consumer expectations by providing a seamless player journey that connects physical amenities—such as dining and lodging—with digital wagering and loyalty rewards. The new Ember Rewards program serves as the backbone of this integration, allowing members to earn and redeem points across properties and online channels, with tier structures rebranded as Spark, Ignite, Flame, Blaze, and Phoenix.
In section Releases
Delaware North Unifies Gaming Operations Under New Ember Brand
Delaware North is consolidating its diverse portfolio of physical casinos, digital sportsbooks, and social gaming platforms under a single identity, Ember Entertainment. This strategic rebrand aims to bridge the gap between brick-and-mortar hospitality and online engagement, creating a unified ecosystem for players across all its global gaming properties.
Ember Entertainment now encompasses the company’s entire gaming footprint, ranging from regional U.S. racinos and resorts to its interactive gaming ventures. While physical properties will retain their local identities, they will operate under the Ember umbrella to leverage cross-channel marketing efficiencies. According to Jill Eden, vice president of marketing, the rebranding is designed to foster brand recognition beyond individual regional markets. The company has already begun deploying the new identity with the launch of Ember Casino in New Jersey, with plans to expand the digital presence across additional states using a platform powered by Playtech. This shift marks a significant evolution for the organization, which has spent two decades transitioning from a traditional racino operator into a multifaceted digital and physical entertainment entity.
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