Share 
Delaware North has entered New Jersey’s highly competitive online casino market with the debut of Ember Casino. New Jersey serves as the first market for the rollout, which marks the first phase of a broader rebrand of the company’s gaming business under a unified brand identity.
With New Jersey’s online casino market already packed with established operators, it will be telling to watch how this new brand fares against some of the industry’s heaviest hitters.
From Betly to Ember: A brand built for what’s next
Launched June 4, Ember Casino is the first step in Delaware North’s transition of its existing digital gaming operations from the Betly brand across current and future markets, with additional brand integrations and market expansions planned throughout the year.
Jason Gregorec, president of gaming for Delaware North, said in a PRNewswire press release:
“Ember represents the next chapter for our gaming business. 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.”
Notably, Ember Casino gained Garden State market access via a land-based partnership with Caesars Atlantic City.
Playtech, IGT, live dealers — and a free car on the table
Ember Casino is powered by Playtech and incorporates the supplier’s responsible gaming tools, including BetBuddy. The platform offers a portfolio of online casino content, including slots and live dealer titles supported by real-time gameplay and streaming technology.
Delaware North has also expanded its partnerships with content providers IGT, White Hat Studios and Light & Wonder to support the launch and future market expansion.
Lee Terfloth, chief interactive gaming officer at Delaware North, said: “Our mission has always been to deliver exceptional experiences. 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.”
Beyond its game library, Ember is running a “Play to Earn” launch promotion in which players earn entries into giveaways for a Ford Bronco, Ford Mustang and Toyota GR86, alongside a welcome bonus and ongoing promotional offers.
Ember faces 20+ rivals in NJ’s online casino market
For a brand entering the market fresh, the central question is whether it can survive — and grow — in one of the nation’s most crowded iGaming environments. New Jersey’s online casino market consists of more than two dozen operators, several of which have been around since the state launched iGaming in November 2013.
Established platforms such as BetMGM Casino, Borgata Online Casino, Caesars Palace Online Casino, DraftKings Casino, FanDuel Casino and Hard Rock Bet already command significant market share and customer loyalty. Ember enters without that consumer recognition.
That said, Delaware North is not new to the gaming industry. According to PlayNJ news, the company operates platforms and casino properties across multiple states and in Australia, and Gregorec previously held leadership positions at Caesars Entertainment, Eldorado Resorts and JACK Entertainment. That pedigree lends the new brand credibility, even if name recognition still needs to be built.
$2.9 billion reasons Delaware North started here
New Jersey serves as a test environment before Delaware North expands Ember to additional regulated states where the company has existing land-based gaming relationships. It is also a natural choice on its merits: the state is one of the most mature online gambling markets in the country, generating nearly $2.9 billion in gross gaming revenue in 2025.
Whether Ember can carve out a meaningful share in this market remains to be seen. Its aggressive launch promotion may signal the kind of player-acquisition strategy it will need to compete, but in New Jersey, sustained success has historically required more than a splashy entrance.
