Delaware North launches Ember Entertainment, bringing together casinos, iGaming, and rewards.

Delaware North, a leading global company in hospitality, entertainment, and gaming, has hit a significant growth milestone. On Wednesday, the company revealed a major rebranding of its gaming division, aiming to unify casinos, digital gaming, and its loyalty rewards program under a new brand.

Delaware North's gaming business, previously known as Delaware North Gaming and Entertainment, has taken on a new identity as Ember Entertainment. This fresh brand brings together all of the company's gaming segments under one cohesive banner. As part of this transformation, the Lucky North Rewards Program is now Ember Rewards. The company's online casino has also been rebranded to Ember Casino. Meanwhile, Ember Jackpot Casino replaces the former Lucky North Casino, and Ember Sportsbook serves as the online sports betting platform, taking over from Betly in West Virginia and MVGBet in Ohio. Delaware North stated in a press release that although their gaming properties won't undergo rebranding, they will be recognized as part of Ember Entertainment and associated with Ember Rewards.

Jill Eden, the vice president of marketing, spearheaded the creation of Ember Entertainment alongside her marketing team and creative and brand experts from Delaware North. The rebranding of the company's gaming division aims to offer customers a smooth, integrated gaming experience across all channels. Eden explained the rebrand, highlighting that Ember stands for hospitality to guests while being approachable, embodying warmth, energy, potential, and transformation. The concept of an ember igniting something more reflects the company's vision of linking physical casinos, digital gaming, rewards, and entertainment. This is more than just a name or a logo change. It's a pledge to provide a personalized, elevated experience for every guest, whether they're visiting us in person or playing from home. Ember signifies not only a new identity but also a more connected guest journey across all points of contact, Eden emphasized. Jason Gregorec, Ember Entertainment's president, noted that the new brand was crafted to meet customer expectations while positioning the company for future growth. The new omnichannel presence ensures seamless customer interaction across physical, digital, and experiential platforms, integrating everything from brick-and-mortar spaces and digital gaming to sportsbook, rewards, dining, lodging, and retail at our gaming venues, he commented.