Delaware North has unveiled a new brand aimed at unifying its gaming operations under a streamlined identity. On Wednesday, the New York-based company announced the establishment of Ember Entertainment, an initiative designed to create an integrated ecosystem for its gaming offerings.
Jason Gregorec, President of Ember Entertainment, stated, "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."
Ember Entertainment will encompass several gaming options including retail casino gaming, social casino, a rewards program, online casino, and sportsbook. Gregorec noted, "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."
This rebranding initiative replaces the previous Delaware North Gaming & Entertainment brand, marking a significant shift in the company's approach to gaming and hospitality.
In addition to the rebranding, Delaware North is refreshing its online gaming presence. The company transitioned its online casino operations in West Virginia to the Ember Casino brand, which had initially been known as Betly. Ember Casino was launched in June alongside a rollout in New Jersey, which is projected to be a lucrative market, having reported nearly $2.9 billion in gross gaming revenue in 2025.
Powered by Playtech, Ember Casino plans to expand into additional U.S. online gaming markets. Along with this change, Delaware North is also phasing out the Betly online sports betting brand in West Virginia, to be replaced by Ember Sportsbook, while its MVGBet brand in Ohio will also receive a rebrand.
Shifting its focus on sports betting operations, Delaware North previously entered Arkansas through a partnership with GAMING1, allowing access to its online sportsbook via the Southland Casino Hotel's platform. However, in March, the company transferred its operations in Arkansas to DraftKings, paving the way for the latter's launch in the state.
Furthermore, Delaware North ceased operations of Betly in Tennessee in November 2025, aligning with the state’s gaming regulations, which permit only online betting.
The rebranding also extends to the company’s rewards program, which has been revamped into Ember Rewards. This new system replaces the Lucky North Rewards program and consolidates loyalty rewards earned across all of Delaware North’s retail locations. Ember Rewards also aggregates rewards from online gaming activities. Jill Eden, VP of Marketing for Ember Entertainment, remarked, "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."
