Delaware North Launches Ember Casino in New Jersey, Rebranding Digital Gaming Operations Away From Betly

Delaware North has entered New Jersey’s online casino market with the launch of Ember Casino, marking the beginning of a broader rebrand of the company’s digital gaming operations under a new unified identity. The launch, announced June 4, represents the first phase of a strategy to transition all of Delaware North’s existing digital gaming properties away from the Betly brand and toward a single Ember identity that the company intends to roll out across current and future markets.

Delaware North is a Buffalo, New York-based hospitality and entertainment company with a portfolio of physical casinos, sports venues, and other gaming properties. The digital push represents an expansion of the company’s footprint into the competitive online gambling space, using New Jersey as its launchpad. Online casinos in New Jersey generated nearly $2.9 billion in gross gaming revenue in 2025, making the Garden State one of the most valuable iGaming markets in the country.

How Ember Is Built

Ember Casino gained market access in New Jersey through a land-based partnership with Caesars Atlantic City. The platform is powered by Playtech, one of the industry’s leading software and services suppliers, and incorporates Playtech’s BetBuddy responsible gaming tools. The game library includes a range of slot titles and live dealer games, with real-time streaming designed to compete with established players in the New Jersey market.

As part of the launch, Ember introduced a Play to Earn promotion designed to reward early registrants. Players who sign up and meet participation requirements earn entries for a chance to win a Toyota GR86, a Ford Mustang, or a Ford Bronco, with a series of vehicle giveaways scheduled during the platform’s initial launch period.

Jason Gregorec, president of gaming for Delaware North, said in a statement that Ember represents “the next chapter for our gaming business,” framing the rebrand as an evolution of the company’s identity rather than simply a name change. Additional brand integrations and market expansions beyond New Jersey are planned throughout the remainder of the year.

Competitive Landscape

New Jersey’s online casino market is one of the most competitive in the United States, with major operators including BetMGM, DraftKings, FanDuel, Golden Nugget, Caesars Palace, and Borgata all competing for market share. Ember will need to differentiate meaningfully to capture users from a pool that is already well-served by established brands with significant marketing budgets and broad game libraries.

The move into digital gaming is part of a broader trend among traditional hospitality and gaming operators who have been building or acquiring online platforms to complement their land-based businesses. Penn Entertainment, MGM Resorts, and Caesars Entertainment have all made major investments in online casino and sports betting products in recent years, and Delaware North’s entry with Ember suggests mid-tier operators are accelerating similar moves.

The New Jersey online casino market continues to attract new entrants despite its competitive density, reflecting the scale of the revenue opportunity. For Delaware North, New Jersey serves as a test environment before expanding Ember to additional regulated states where the company has existing land-based gaming relationships.