As Delaware North launches its new interactive gaming venture, Ember Casino, in New Jersey, the company is setting the stage for a comprehensive plan aimed at integrating its digital efforts and enhancing the synergy between online and in-person gaming experiences. This rollout signifies a monumental change from the previous Betly brand, showcasing Delaware North’s long-term vision in the highly competitive U.S. online gaming market.
In an exclusive discussion with Yogonet, Lee Terfloth, Chief Interactive Officer of Gaming at Delaware North, shares insights into the vision for Ember, the rationale behind selecting New Jersey as the launch market, the strategy for omnichannel gaming, and the future opportunities he anticipates for digital gaming throughout North America.
Delaware North has consolidated its digital gaming operations under the Ember brand. What does this imply for the company’s long-term digital strategy?
In the coming months, we aim to reveal our comprehensive strategy to unify our digital gaming vision under the Ember brand. The launch in New Jersey is merely the beginning of an initiative that has been in development for over a year, and we are thrilled about what lies ahead.
From a long-term outlook, our goal is to cultivate a cohesive and unique consumer experience that effectively links both digital and physical gaming and entertainment options.
Rebranding often entails more than just visuals. How will the Ember experience stand out from what was offered through Betly from a player’s perspective?
Ember signifies a transformative phase for both Delaware North and the realm of real money online gaming. We are committed to providing players with a more immersive, tailored, and distinct experience throughout their gaming journey. As we expand the Ember concept, users will notice a heightened focus on innovation, engagement, and a superior customer journey.
New Jersey is the initial market for Ember’s launch. What factors made it an appropriate choice, and what lessons do you anticipate taking to other markets?
New Jersey is recognized as one of the most established and reputable online gaming markets in North America. Since the legalization of online gaming in 2013, the state, alongside the New Jersey Division of Gaming Enforcement, has put in place a robust regulatory framework that fosters innovation and responsible expansion.
Additionally, the state boasts a highly engaged and knowledgeable player base, making it a prime environment for introducing the Ember brand and assessing new offerings as we explore further market opportunities.
With Delaware North’s diverse operations ranging from casinos to hospitality, how do you foresee the evolution of the relationship between online and physical gaming within the company’s overarching strategy?
Online gaming has solidified its place as a key component within the gaming ecosystem. It is no longer just a niche product that people occasionally engage with; it has become a well-established sector.
Delaware North has fully embraced this trend and is focused on further strengthening the ties between online platforms and physical locations to create a genuine omni-channel experience.
As the U.S. online gaming market grows increasingly competitive, where do you think Delaware North can find its edge against the larger national players?
The online gaming arena is indeed competitive; however, there are vast opportunities for innovation and differentiation. Our aim is to curate unique player experiences that stand out in a landscape that can often seem homogeneous across various operators.
Furthermore, Delaware North has built a name for itself around hospitality and customer service, a commitment that will remain a central focus within the online gaming space.
Ember is just the first phase in a broader rollout. Can you share what the next steps look like for Delaware North’s digital gaming expansion?
New Jersey serves as the initial phase of a much more extensive long-term strategy for Delaware North’s interactive gaming branch. We are continually evaluating growth opportunities in the digital gaming space and eagerly anticipate what is next.
With the industry fixating on new states and regulatory updates, which opportunities in the North American digital gaming sphere excite you the most at present?
I am eager about the ongoing rollout of online casinos in new states, and I’m hopeful that we will see more states come online shortly. While sports betting has experienced a strong start, operators and regulators have come to understand that it’s not necessarily the easiest or most profitable sector. Our approach is more centered on the online casino segment, and we look forward to more states joining soon.
The gaming industry is diversifying, with prediction markets, social gaming options, and other innovative formats gaining traction. How do you believe these trends will shape the greater industry?
The larger gaming and entertainment landscape is continually evolving alongside shifts in consumer behavior and new forms of digital engagement. While a range of products and formats will continue to emerge, we believe that long-term success will hinge on delivering trustworthy, engaging, and responsible player experiences.