Delaware North, the global hospitality and entertainment company, has officially joined New Jersey’s iGaming market with the launch of Ember Casino. The new product rollout is the initial phase of a broader rebrand of Delaware North’s gaming business via a unified brand identity.
Call it a late arrival to New Jersey’s booming online casino industry, which has been around since November 2013. The market currently consists of more than two dozen operators, several of which have been around since Day 1. Ember Casino has gained Garden State market access via a land-based partnership with Caesars Atlantic City.
As far as why now goes, Jason Gregorec, president of gaming for Delaware North, said “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,” Gregorec said.
Delaware North is better known for Betly, its online sportsbook that’s currently available in Arkansas, Ohio, and West Virginia. The online casino platform is limited to West Virginia-based customers.
Ember Casino is powered by Playtech, one of the industry’s leading online gaming service providers. The platform includes:
The real-time gameplay is designed to deliver an engaging and reliable player experience. Additionally, having expanded relationships with leading online gaming content providers such as IGT, White Hat Studios, and Light and Wonder has helped with Ember’s New Jersey launch. While the announcement did not provide specific details pertaining to other state launches, the words “future markets” were used.
Lee Terfloth, Delaware North’s chief interactive gaming officer, said the company’s mission has 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,” Terfloth said.
The Garden State is the most mature of the legal U.S. online casino markets. In April alone, according to the New Jersey Division of Gaming Enforcement, the industry generated $263.1 million in revenue. FanDuel Casino led the way with $58.9 million followed by DraftKings Casino’s $41.9-million month. Last year, New Jersey online casinos earned over $2.91 billion, which was a 22% increase from the previous year.
For Ember and Delaware North, the challenge is trying to get established players with other brands to try a different product. Betinia and Resorts World are two other new additions to the Garden State market.
One way the company is trying to accomplish this is by introducing a Play to Earn promotion that’s designed to reward early player engagement. New customers who register and participate will have the opportunity to earn entries to a series of vehicle giveaways planned.
Delaware North is just getting started with its Ember Casino plans.
