Delaware North picked Vegas Kings to overhaul its Betly online gaming platform. The creative and development agency will handle UI/UX design and brand strategy across Betly’s iGaming and sportsbook operations.
Delaware North runs gaming and hospitality sites in the US and Australia. But it’s pushing into online gambling now. Vegas Kings brings experience in digital gaming design and player engagement tactics.
Sallye Hershman directs user acquisition at Delaware North. Ashley Adir founded and runs Vegas Kings.
Why Delaware North Needs This Partnership
Delaware North’s strength sits in land-based operations. Moving online requires different skills. The company wants its digital products to match the quality of its physical locations.
Player retention depends heavily on user experience in online gambling. A clunky interface drives players to competitors fast. Delaware North can’t afford that as it builds its online presence.
Vegas Kings specialises in gaming platforms. They understand what keeps players engaged. And they know how to make complex betting interfaces feel simple.
The partnership lets Delaware North accelerate its digital growth without building everything in-house. That’s faster and probably cheaper than hiring a full internal team.
What Changes Are Coming to Betly
Phase one focuses on redesigning Delaware North’s digital assets in the US iGaming market. That includes updating Betly’s look and functionality across devices.
Vegas Kings will integrate new UI/UX design elements and brand strategies. The goal is better player engagement and retention. More projects will roll out in coming months, though specifics haven’t been shared yet.
The companies recently started working together. Delaware North expects to see improved digital solutions that complement its land-based operations.
Hershman called the partnership “a game changer for Delaware North’s digital gaming business.” She praised Vegas Kings’ understanding of online gaming and creative execution. The company wants to “engage players in new and exciting ways.”
How This Positions Delaware North in Online Gaming
This move signals Delaware North’s serious commitment to online gambling. The company isn’t just dabbling—it’s investing in professional-grade digital infrastructure.
Adir described Delaware North as “a powerhouse” with “a rich legacy in hospitality and entertainment.” He said Vegas Kings will bring “industry-leading creative and digital expertise” to the partnership.
The collaboration should help Delaware North compete with established online operators. Most successful iGaming companies either started digital-first or invested heavily in their platforms early. Delaware North is playing catch-up.
But the company has advantages. Its land-based presence gives it brand recognition and customer relationships. If it can translate that into strong online products, it’s got a real shot at market share.
The coming months will show whether Vegas Kings can deliver on the digital experience Delaware North needs.
