Delaware North has introduced a unified identity for its gaming operations, bringing together its land-based casinos, online platforms and rewards program under a single brand known as Ember Entertainment. The restructuring is designed to connect physical and digital gambling products into one integrated system.

The company said the move replaces its previous Delaware North Gaming & Entertainment structure and marks a shift toward a consolidated “omnichannel” model covering retail casinos, iGaming, sportsbook services, social gaming and loyalty rewards.

Jason Gregorec, president of the company’s gaming division, described the rebrand as a 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 expanding category,” Gregorec said.

He added that the goal is to link all customer touchpoints, including casino floors, digital platforms and hospitality services.

“The new omnichannel presence creates seamless customer engagement 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 is grouping all gaming verticals into one structure. This includes retail casino operations, online casino products, sportsbook platforms, social casino offerings and its loyalty program.

The transition builds on the earlier rollout of Ember Casino in New Jersey, which marked the company’s entry into that state’s online gambling market. Ember Casino is also replacing the former Betly-branded online casino in West Virginia, with further expansion planned.

The online casino platform is powered by Playtech and integrates games from multiple content providers. The company has indicated that additional U.S. markets are being considered for expansion.

Ember Sportsbook is also replacing 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

The loyalty program has been rebranded from Lucky North Rewards to Ember Rewards, which now operates across both physical casinos and digital platforms. Members are automatically transferred into the new system without needing to reapply.

The program retains existing point structures but introduces new tier names, including Spark, Ignite, Flame, Blaze and Phoenix. Benefits include casino promotions, hotel stays, dining offers and travel packages, along with partnerships such as Carnival Cruise Line and Palms Casino Resort.

A 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 wider rewards system and remains available in most U.S. states.

Jill Eden, vice president of marketing for Ember Entertainment, said the integration of loyalty systems across channels is central to the strategy.

“Integrating physical and digital gaming through a unified rewards platform was a key objective in enhancing the overall customer journey and cross-property and cross-platform engagement,” she 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. It’s a commitment to delivering an elevated, personalized experience for every single guest, whether they are visiting us in person or playing from home. Ember represents not just a new identity, but a more connected guest journey across every touchpoint,” she said.

Land-Based Casinos Retain Local Branding

While digital and loyalty products are being consolidated under Ember Entertainment, the company’s physical casinos will continue operating under their existing local names. However, they will now be marketed as part of the broader Ember ecosystem and linked through the shared rewards structure.

The portfolio includes properties in multiple U.S. states as well as international venues 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 streamline 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 change as part of a longer evolution in the company’s gaming business.

“This is the next major step in the evolution of Delaware North’s gaming business from becoming a leading racino operator 20 years ago to a fast-growing operator of superregional and regional casinos and other gaming venues, as well as online gaming,” he said in a press release.