Delaware North said its gaming business will now operate as Ember Entertainment, unifying its casinos, online casino, sportsbook, social casino and loyalty products under a single brand. The move builds on the recent debut of Ember Casino New Jersey, which marked the first stage of the broader rollout.
According to the company, Lucky North Rewards is becoming Ember Rewards and will work across Ember Entertainment properties, with online offerings included where available. Existing memberships will roll over automatically, points-earning ratios and balances will stay the same, and the tier names will change to Spark, Ignite, Flame, Blaze and Phoenix.
Ember Rewards can be downloaded from the company’s website, Google Play and the Apple App Store. Delaware North said the program will continue to offer gaming offers, hotel stays, gifts, dining, casino amenities and travel packages that include Carnival Cruise Line and Palms Casino Resort in Las Vegas.
Lucky North Destinations is also being renamed Ember Destinations, giving players access to locations tied to Delaware North’s parks and resorts division. Those destinations include Yellowstone, Yosemite, Grand Canyon national parks, Niagara Falls State Park and Kennedy Space Center Visitor Complex in Florida.
The company’s online casino in West Virginia, previously under the Betly name, is now Ember Casino. Delaware North said the platform was first introduced with Ember Casino New Jersey and is expected to expand to other states, with Playtech providing the platform and games from other online content providers.
Its sportsbook business is being renamed Ember Sportsbook, replacing Betly in West Virginia and MVGBet in Ohio. Delaware North also said that in Arkansas it had already moved its Betly online sports betting platform through Southland Casino Hotel to DraftKings in March under a market-access agreement.
Ember Jackpot Casino is replacing Lucky North Casino as the company’s free-to-play social casino, and it is being integrated with the rewards programme for the first time. The game remains available in 49 states and continues to be operated by Ruby Seven Studios, Delaware North’s social casino development company.
The company said its brick-and-mortar casinos will keep their existing names, but will be identified as Ember Entertainment properties and part of Ember Rewards. That lets Delaware North push cross-channel campaigns, unified messaging and scalable promotions across physical, digital and experiential touchpoints.
Jason Gregorec, who leads Delaware North’s gaming business, said the new identity reflects modern consumer expectations and positions the company for growth in a rapidly expanding category. Jill Eden said Ember is meant to signal hospitality, warmth and transformation, while Lee Terfloth said the focus is on creating player experiences that stand out in a market that can feel very similar across operators.
The company said the goal is a more connected guest journey across every touchpoint, from casinos to online play and loyalty. It is the latest step in Delaware North’s attempt to bring its gaming brands under one name while leaving the property names themselves in place.
