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The New Jersey online casino market has a new entrant.
Delaware North launched Ember Casino in New Jersey, introducing a new online casino brand that will eventually replace the company’s existing Betly brand across its digital gaming operations. The Garden State serves as the first market for the rollout of Ember, which Delaware North says will become the unified identity for its gaming business moving forward.
For New Jersey players, the launch means another regulated operator competing for customers in one of the country’s most crowded iGaming markets. Jason Gregorec, president of gaming for Delaware North, said in a release:
“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.”
What New Jersey players can expect
Ember Casino launches with a portfolio of online slots, table games and live dealer games powered by Playtech.
The platform also incorporates Playtech’s responsible gambling tools, including BetBuddy.
To attract early customers, Ember is rolling out a “Play to Earn” promotion that allows eligible players to earn entries into giveaways for a Toyota GR86, Ford Mustang, and Ford Bronco during the launch period.
Delaware North has also expanded partnerships with game suppliers including IGT, White Hat Studios and Light & Wonder, giving Ember access to content from some of the industry’s largest providers.
Lee Terfloth, Delaware North’s chief interactive gaming officer, added:
“Our mission has always 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.”
Can Ember compete in New Jersey’s crowded market?
That’s the biggest question facing the new brand.
New Jersey is widely considered one of the most competitive iGaming jurisdictions in North America. Industry giants such as BetMGM Casino, FanDuel Casino, DraftKings Casino, Caesars Palace Online Casino, Borgata Online Casino and Hard Rock Bet already command significant market share and customer loyalty.
Ember enters the market without the consumer recognition of those brands. However, Delaware North is hardly a newcomer to gaming.
The company operates platforms and gaming properties across multiple states and Australia and has spent the past several years expanding its sports wagering and iGaming footprint. Gregorec, who joined Delaware North in 2024, previously held leadership positions with Caesars Entertainment, Eldorado Resorts, and JACK Entertainment.
That experience gives Ember credibility, but success in New Jersey will likely depend on whether it can offer enough value to convince players to add another gaming app to an already crowded rotation.
Why New Jersey was chosen first
Delaware North’s decision to launch Ember in New Jersey was no accident.
The company described New Jersey as the launch pad for its broader rollout strategy, citing the state’s status as one of the nation’s most mature iGaming markets. New Jersey iGaming market generated nearly $2.9 billion in gross gaming revenue during 2025.
For now, Ember’s arrival adds another option for New Jersey players and another competitor in a market where operators constantly battle for attention through New Jersey online casino bonuses, exclusive games, and loyalty rewards.
Whether Ember can carve out meaningful market share remains to be seen, but Delaware North is clearly betting that New Jersey is the right place to test its next-generation casino brand.
