Delaware North is embarking on a significant new phase for its interactive gaming sector with the introduction of Ember Casino in New Jersey. This initiative is part of a larger strategy aimed at integrating its digital operations and enhancing the synergy between online and physical gaming experiences. The launch signifies a notable transformation from the previous Betly brand, showcasing Delaware North's long-term goals in the competitive U.S. online gaming market.
In an exclusive conversation with Yogonet, Lee Terfloth, Chief Interactive Officer of Gaming at Delaware North, shared insights about the vision for Ember, the rationale behind choosing New Jersey as the initial market, the company's omnichannel gaming strategy, and the future opportunities he perceives for digital gaming across North America.
Delaware North has opted to consolidate its digital gaming initiatives under the Ember brand. Terfloth explained that this move represents a crucial aspect of the company's long-term digital strategy. “In the upcoming months, we will unveil our comprehensive strategy that aligns our digital gaming vision with the Ember brand. The launch in New Jersey is merely the start of a journey that has been over a year in the making, and we are thrilled about what lies ahead,” he stated.
He emphasized that the primary goal is to create a cohesive and unique customer experience that seamlessly connects digital and physical gaming and entertainment.
When discussing the rebranding, Terfloth noted that Ember signifies a significant evolution for Delaware North and its real money online business. “From a player's perspective, we aim to provide a more engaging, personalized, and distinctive experience throughout their journey. As we expand the Ember vision, players will notice a greater focus on innovation, engagement, and enhancing the overall customer experience,” he remarked.
New Jersey was selected as the launch market for Ember due to its reputation as one of the most established online gaming markets in North America. Since legalizing online gaming in 2013, the state has developed a robust regulatory framework that fosters innovation and responsible growth. The engaged and sophisticated player base in New Jersey also makes it an ideal setting to introduce the Ember brand and assess new offerings as the company looks to expand into other markets.
Delaware North's operations encompass casinos, hospitality, entertainment, and a growing digital segment. Terfloth envisions a future where online and brick-and-mortar gaming are increasingly interconnected within the company's broader strategy. “Online gaming has solidified its position as a vital component of the gaming ecosystem. It is no longer a niche product; it is firmly established and here to stay,” he asserted.
As the U.S. online gaming market becomes more competitive, Terfloth believes that Delaware North can set itself apart from larger national operators by focusing on unique player experiences. “While the online gaming landscape is highly competitive, there remains ample opportunity for innovation and differentiation. Our emphasis is on crafting unique experiences that distinguish us in a market that can often feel homogeneous,” he explained. “Moreover, Delaware North's commitment to hospitality and guest service continues to be a key focus area for us in the online gaming sector.”