Delaware North has launched a unified identification for its gaming operations, bringing collectively its land-based casinos, on-line platforms and rewards program underneath a single model identified as Ember Entertainment. The restructuring is designed to attach bodily and digital playing merchandise into one built-in system.
The firm stated the transfer replaces its earlier Delaware North Gaming & Entertainment construction and marks a shift towards a consolidated “omnichannel” mannequin masking retail casinos, iGaming, sportsbook providers, social gaming and loyalty rewards.
Jason Gregorec, president of the corporate’s gaming division, described the rebrand as a response to altering buyer 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 stated.
He added that the objective is to hyperlink all buyer touchpoints, together with on line casino flooring, digital platforms and hospitality providers.
“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 stated.
Single Ecosystem Across Gaming Channels
Under Ember Entertainment, the corporate is grouping all gaming verticals into one construction. This consists of retail on line casino operations, on-line on line casino merchandise, sportsbook platforms, social on line casino choices and its loyalty program.
The transition builds on the sooner rollout of Ember Casino in New Jersey, which marked the corporate’s entry into that state’s on-line playing market. Ember Casino can be changing the previous Betly-branded on-line on line casino in West Virginia, with additional growth deliberate.
The on-line on line casino platform is powered by Playtech and integrates video games from a number of content material suppliers. The firm has indicated that further U.S. markets are being thought-about for growth.
Ember Sportsbook can be changing present sportsbook manufacturers, together with Betly in West Virginia and MVGBet in Ohio. In Arkansas, the corporate beforehand moved its sportsbook operations right into a market-access settlement with DraftKings.
Loyalty Program and Digital Expansion
The loyalty program has been rebranded from Lucky North Rewards to Ember Rewards, which now operates throughout each bodily casinos and digital platforms. Members are robotically transferred into the brand new system without having to reapply.
The program retains present level constructions however introduces new tier names, together with Spark, Ignite, Flame, Blaze and Phoenix. Benefits embrace on line casino promotions, resort stays, eating gives and journey packages, together with partnerships such as Carnival Cruise Line and Palms Casino Resort.
A free-to-play social gaming product has additionally been rebranded as Ember Jackpot Casino, changing Lucky North Casino. It is now totally built-in into the broader rewards system and stays accessible in most U.S. states.
Jill Eden, vice chairman of promoting for Ember Entertainment, stated the mixing of loyalty programs throughout channels is central to the technique.
“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 stated.
Eden added that the model identification is meant to unify the shopper expertise throughout all codecs.
“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 stated.
Land-Based Casinos Retain Local Branding
While digital and loyalty merchandise are being consolidated underneath Ember Entertainment, the company’s physical casinos will proceed working underneath their present native names. However, they’ll now be marketed as a part of the broader Ember ecosystem and linked via the shared rewards construction.
The portfolio consists of properties in a number of U.S. states as nicely as worldwide venues in Australia. The firm additionally continues its function in growing on line casino initiatives for third events, together with the Catawba Nation resort in North Carolina.
The firm stated the rebrand displays a broader technique to streamline operations and help progress throughout regulated gaming markets. It goals to strengthen cross-platform engagement and enhance effectivity in advertising and buyer acquisition.
Gregorec described the change as a part of an extended evolution within the firm’s gaming enterprise.
“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.
