Ember represents a pivotal shift for both Delaware North and the real money online business

As Delaware North embarks on a new chapter for its interactive gaming business with the launch of Ember Casino in New Jersey, the company is positioning the brand as the foundation of a broader strategy to unify its digital operations and strengthen the connection between online and land-based experiences. The rollout marks a significant evolution from Betly, reflecting Delaware North’s long-term ambitions in the increasingly competitive U.S. online gaming landscape.

In this exclusive interview with Yogonet, Lee Terfloth, Chief Interactive Officer, Gaming at Delaware North, discusses the vision behind Ember, why New Jersey was selected as the brand’s debut market, the company’s approach to omnichannel gaming, and the opportunities he sees shaping the future of digital gaming across North America.

Delaware North has decided to unify its digital gaming operations under the Ember brand. What does Ember represent for the company’s long-term digital strategy? 

Over the coming months, we’ll continue unveiling our broader strategy around bringing our digital gaming vision together under the Ember brand. The New Jersey launch is just the beginning of something that has been more than a year in the making, and we’re incredibly excited about what’s ahead.

From a long-term perspective, our focus is on creating a unified and differentiated customer experience that thoughtfully connects both digital and physical gaming and entertainment experiences.

Many rebrands go beyond logos and visual identity. From a player perspective, what will distinguish the Ember experience from what existed previously under Betly?

Ember represents a pivotal shift for both Delaware North and the real money online business. From a player perspective, our focus is on delivering a more engaging, personalized, and differentiated experience throughout the customer journey. As we continue rolling out the broader Ember vision, players will begin to see a stronger emphasis on innovation, engagement and long-term customer experience. 

You chose New Jersey as the first market for Ember’s rollout. What made the state the right place to debut the brand, and what lessons do you expect to take from that launch into future markets?

New Jersey has long been viewed as one of the most mature and respected online gaming markets in North America. Since legalizing online gaming in 2013, the state and the New Jersey Division of Gaming Enforcement have helped establish a strong regulatory framework that continues to support innovation and responsible growth.

It also has an incredibly engaged and sophisticated player base, making it the ideal environment to introduce the Ember brand and evaluate new offerings as we continue expanding into additional markets. 

Delaware North’s footprint spans casinos, hospitality, entertainment, and an expanding digital operation. How do you envision the relationship between online and brick-and-mortar gaming evolving within the company’s broader strategy?

Online gaming has established itself as a true vertical within the gaming ecosphere. It’s no longer simply a fringe product that people play; it’s well established and is here to stay.

Delaware North has embraced this wholly and is committed to strengthening the relationship across the online and properties as we move forward, to create a true omni-channel experience. 

The U.S. online gaming market is becoming increasingly competitive. Where do you believe a company like Delaware North can differentiate itself against larger national operators?

The online gaming space is incredibly competitive, but there is still significant opportunity for innovation and differentiation. Our focus is on creating unique player experiences that stand apart from a market that can sometimes feel very similar across operators.

At the same time, Delaware North has built its reputation around hospitality and guest service. That commitment to customer experience continues to be a major area of focus for us within the online gaming space as well. 

Ember is the first phase of a broader rollout. What can you tell us about the next steps in Delaware North’s digital gaming expansion plans?

New Jersey represents the first phase of a much broader long-term strategy for Delaware North’s interactive gaming business. We continue actively evaluating growth opportunities across the digital gaming landscape and are excited about what’s ahead. 

Much of the industry’s attention remains focused on new states and regulatory developments. Which opportunities are you most excited about in the North American digital gaming landscape today?

I am excited for the continued rollout of online casino in new states and hopeful we will get more states soon. While sports betting started off strong, I think operators and regulators have realized this is not necessarily the easiest and most profitable business. Our strategy is more focused on the online casino area, and we hope that we get more states coming online soon. 

The gaming landscape is becoming more diverse, with prediction markets, social gaming products, and other alternative formats attracting attention. How do you see these developments influencing the broader industry?

The broader gaming and entertainment landscape continues evolving alongside changing consumer behaviors and new forms of digital engagement. While different products and formats will continue emerging, we believe long-term success will ultimately come down to delivering trusted, engaging and responsible player experiences.