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State of Play’s TL;DR
- Delaware North has rolled out a new umbrella brand, Ember Entertainment.
- It will connect its casinos, online gaming, sportsbook, social casino, and loyalty program.
- The rebrand reaches into several regulated markets, including New Jersey, West Virginia, and Ohio, while tying in brick-and-mortar properties in Arkansas, New York, Florida, and New Hampshire.
Delaware North said its gaming business will now operate under the Ember Entertainment name. It’s bringing together its casinos, online casino, sportsbook, social casino, and loyalty offerings for the first time.
That includes Lucky North Rewards becoming Ember Rewards and Lucky North Destinations becoming Ember Destinations. In online casino, Betly-branded operations in West Virginia, are now Ember Casino. The company recently launched in New Jersey and plans to expand to other states.
On the sportsbook side, Betly in West Virginia and MVGBet in Ohio are being replaced by Ember Sportsbook. Meanwhile, Ember Jackpot Casino replaces Lucky North Casino and is now integrated with the rewards program. Delaware North said that social casino product is available in 49 states and operated by Ruby Seven Studios.
Ruby Seven Studios executive Jason Gregorec touted the partnership.
“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.”
Casino companies utilizing omnichannel strategy
Delaware North said Ember Rewards will link across Ember Entertainment properties and online offerings where available. I will give customers a more connected path between in-person visits and digital play.
The company also said its brick-and-mortar casinos will keep their existing names, but they will be identified as Ember Entertainment properties and part of Ember Rewards. Operators increasingly want retail casinos, online casino apps, sportsbooks, and loyalty programs to reinforce each other instead of competing for attention.
Delaware North framed the rebrand as a way to create marketing efficiency through cross-channel campaigns, unified messaging, and scalable promotions.
Based on reporting by PR Newswire.
