Canada
Interview: Juice Reel’s CEO on how its bet tracking tool and Crowdsourced Insights is elevating the experience for data-driven bettors

Juice Reel is on a mission to become the ultimate ecosystem for the modern sports bettor. With its mobile app synced to 250+ sportsbooks, the data it collects is unprecedented and has become a must-have tool for bettors looking to make better wagering decisions.
For sportsbooks, Juice Reel is now an effective acquisition and retention engine. Not only does the app drive users to place bets with regulated operators, the company’s new subscription-based Crowdsourced Insights is delivering valuable insight that data-driven bettors crave.
Gaming Americas spoke to Ricky Gold, CEO of Juice Reel, to learn more about the company’s model, how its range of features work, and what the future holds for sports betting in the US.
For those new to Juice Reel, can you explain how your bet tracking and analytics tool works exactly and the reasoning behind developing such a product?
The Juice Reel app allows sports bettors to automatically link in any betting platform or website within seconds, instantaneously uploading their open and historic bets to the platform. Juice Reel offers useful analytics to our users and while this data-syncing automation is convenient for them, we want to support the wider betting industry as well and provide value to sportsbooks. The data we are accruing is not bounded by any market or operator, so essentially, we are establishing a complete understanding of bettors that use the Juice Reel app. This allows us to leverage this understanding and user-data in order to support sportsbooks in the most efficient way, allowing them to maximize player retention and acquisition.
How is the tool unique compared to other solutions available within the market?
From the bettor’s perspective, no tool on the market is really comparable when it comes to bet tracking and analytics. It all starts with a sportsbook-agnostic automation, our platform is allowing users to connect with over 250+ sportsbooks, effectively ending the era where users had to manually type bets one by one or keep spreadsheets. Once we leverage and repackage the data synced onto our app, we are able to create useful and actionable insights for users that cannot be found outside of Juice Reel. Furthermore, we are working on evolving Juice Reel so that it can be more than just a tool used for tracking and insights, instead becoming a centralized bet-placing platform. Our insights help users decide what to bet on, but then the question arises “with which sportsbook do I place the bet with”. We want to help our users find the best sportsbook to place their bet on, one that perfectly matches each user according to the data and insights we collect.
This key feature is how Juice Reel helps sportsbooks, and more than just bringing operators a new bettor that hasn’t signed up with them yet, Juice Reel will expand the lifetime value that a player is worth to a sportsbook. This is done by our platform initiating bets – our insights, particularly real-time live betting insights, will prompt a user to place a bet that they may have not placed if they were betting without the help of Juice Reel. When our insights are producing a bet that wouldn’t have been initiated without our platform, this effectively grows the total addressable market withing the sports betting industry. Ultimately, if through our features a user bets more than they would’ve, then this expands the industry as a whole.
For bettors, how easy is it to register their bets into the app? Can they seamlessly place bets through the app too?
Connecting your sportsbook into Juice Reel takes about one minute. It’s incredibly simple, straightforward, and most importantly, you only have to connect the sportsbook once. This allows the user to continue where they left off the day before, ensuring they experience a seamless long-term betting environment.
Users today can’t place bets directly though our app, but we are looking to expand on this by implementing a feature which could speed up this process. In the near future, if a user clicks a bet/insight it will automatically pop open the respective sportsbook app and pre-load the exact bet you were looking at. This is yet another example of how we help sportsbooks, by bringing them more betting volume.
Just how important is the tracking tool from a responsible gambling perspective? Does the tool only work alongside regulated sportsbooks in legalized markets?
Reducing unregulated gambling and promoting responsible play is at the core of Juice Reel’s ethos, this is reflected not only in our features, but also in our business model. Juice Reel users can upload betting data from both regulated and unregulated platforms. While Juice Reel has no deals with any unregulated platform, we aggregate data from as many sources as possible in an effort to drive users to sign up and place bets solely with regulated operators. Juice Reel never promotes or facilitates illegal gambling, and our business model is designed in a way to capitalize off the ability of directing users and their bets to regulated platforms.
Providing users with a seamless and automated bet tracker gives users a comprehensive understanding of their betting habits and their profit/loss across all the platforms. Empowering users with this information is at the core of what it means to gamble responsibly, we’re allowing sports bettors to clearly see and analyze their spending habits, as well as pointing out unsuccessful betting patterns.
Tell us more about Crowdsourced Insights? How does the subscription service work?
An entire industry exists around “following the smart money” and data-driven bettors are always looking to figure out what team the “sharps” are betting on, such as professional bettors or those with long track records of success. There is a massive flaw in how bettors are deducing where the sharp or smart money is – they automatically assume that if there’s a lot of money and a lack of people betting on one particular side of a game, this must be where the easy money is. It’s important to note that big bettors don’t necessarily mean smart bettors, historical performance is the only barometer to determine a bettor’s overall performance.
Due to the fact that users sync in all of their betting data, Juice Reel can clearly identify which players are historically profitable bettors and which are failing to bet successfully. By using the betting data each user has synced in, Juice Reel is able to analyze and package the data into actionable insights. One example unique to Juice Reel is that for a given game, Juice Reel can show subscribers what side of a game the top 10% historical performers are on and what side the bottom 10% performers are on. So, in a case where historical winners and losers are betting different sides of a game, subscribers can tail profitable bettors.
Finally, in what ways do you envisage the tool to evolve over the coming months and years? Will you add any new features to the ecosystem?
With the industry mindset slowly evolving from an ‘acquire bettors at all costs’ mentality to one where there’s a focus on customer retention and betting volume, Juice Reel is at the forefront of that industry shift and primed to be a major beneficiary of this future macroeconomic change. Juice Reel is evolving from being a bet tracking tool to being an actionable betting platform. Without revealing too much, all of our future features will be designed to reward users and create value for bettors, while also driving players and betting handle to regulated sportsbooks.
We want to bring an Expedia-meets-Robinhood-like experience for both pre-game and in-play betting. We want users to use Juice Reel so they can be informed and supported in regard to everything related to sports betting. We want them to use the app in order to decide what to bet and with whom to place the bet with. Whilst also following their bets through a game and placing live bets using our Live Value feature. By recycling the betting data into insights, we can reward users for contributing their betting activity to the community, thus creating a sports-betting ecosystem that sees everyone playing in a sustainable, supportive, mutually beneficial and safe environment.
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Canada
Northern Super League Partners with Stats Perform

Stats Perform, the global leader in sports AI, data and technology, has announced an official data partnership with the Northern Super League (NSL). The partnership will allow world-leading Opta data to be collected live from every NSL league game for the next three years.
Beginning this month, the Northern Super League (NSL) establishes a new era in Canadian sport as the country’s first professional domestic women’s soccer league — an ambitious and transformative initiative co-founded by former Canadian international and Olympic medallist Diana Matheson. Its inaugural season kicks off on April 16 and will feature six teams who have assembled multinational player rosters with extensive club and international experience, including 100-cap Canadian internationals Desiree Scott and Quinn.
Once the action begins, detailed data from every on-ball event, including advanced AI-powered Opta Analytics metrics such as Expected Goals (xG) and Expected Assists (xA), will be captured and distributed via feeds and Stats Perform products, including OptaAI Studio. This will enable various broadcasters, publishers and rights holders to generate stories and insights throughout the NSL season and provide them straight to the league’s fans in real time.
As part of the agreement, the NSL’s League Office and every NSL club will also have access to Opta Search, part of OptaAI Studio. This will allow their content creators to leverage all Opta data collected during the NSL season in the creation of data-led stories on the stand-out performers, and will help them generate key talking points for publication on official league and club platforms. Opta Search will also empower the NSL’s media team to create a range of data visualizations, including player shot maps and touch maps, to visually illustrate the impact of different players’ on-field performances.
Christina Litz, NSL President, said: “We are thrilled to have Stats Perform on board as our official data partner. When we talk about detailed performance data in soccer, Opta is the gold standard, so we are delighted to have it powering each of our official digital channels. As the season progresses, we want to put the spotlight on all the on-field heroes who emerge and having access to world-class data will help us tell their stories and inspire a new generation of Canadian soccer fans.”
Steve Xeller, Chief Revenue Officer at Stats Perform, said: “Stats Perform has been a huge supporter of expansion leagues around the world, so we are very pleased to be partnering with NSL in the lead-up to their first domestic campaign. Seeing a fully professional women’s soccer league launch in Canada is an incredibly exciting development for the sport in North America and we see considerable potential in working proactively with the League’s Head Office to help the competition grow, using the power of AI and data-led storytelling to build fan communities across the continent.”
The post Northern Super League Partners with Stats Perform appeared first on Gaming and Gambling Industry in the Americas.
Africa
INCENTIVE GAMES SIGNS EXCLUSIVE DISTRIBUTION DEAL FOR NORTH AMERICA, EUROPE, SOUTH AFRICA AND UK WITH LIGHT & WONDER

Leading B2B games provider, Incentive Games, today announced its new agreement with premium gaming company and content provider Light & Wonder, Inc.
Through this agreement, Incentive Games will distribute its premium pay-to-play games – including new arcade-style titles – to key global regulated markets including the USA, Canada, South Africa, UK, and within Europe via Light & Wonder’s extensive operator network. Additionally, Incentive Games’ popular free-to-play content will be made available to a wider audience through Light & Wonder’s content marketplace.
The agreement brings together two industry leaders in iGaming and the strengths of both companies to deliver exceptional player experiences and elevate customer engagement.
Ahmed Baker, Chief Commercial Officer at Incentive Games said, “This agreement is a landmark moment in our company’s history. Previously, we’ve worked directly with major operators such as bet365, FanDuel, and Sky Bet. Now, we can distribute our games via Light & Wonder, an exceptional aggregator that we trust will handle our games with care.”
Steve Mayes, Senior Director of Partners at Light & Wonder, said: “We are excited to work with Incentive Games, a leader in gamification solutions. We look forward to leveraging their innovative platform and bringing their customisable crash and fast game content to all major regulated markets.”
The post INCENTIVE GAMES SIGNS EXCLUSIVE DISTRIBUTION DEAL FOR NORTH AMERICA, EUROPE, SOUTH AFRICA AND UK WITH LIGHT & WONDER appeared first on European Gaming Industry News.
Canada
Soft2Bet’s ToonieBet Partners with the Ottawa Senators as Official Online Casino Partner

With the Ottawa Senators securing a playoff spot in the NHL, ToonieBet will be there every step of the way, engaging fans with exclusive giveaways, premium entertainment, and a casino experience that mirrors the team’s energy and excitement.
The Ottawa Senators and Tooniebet, an online casino for players across Ontario, announced a partnership that will make Tooniebet the NHL team’s Official Online Casino Partner.
Tooniebet, which launched in 2024 is part of Soft2Bet – one of the world’s fastest growing iGaming turnkey solutions providers with iGaming brands around the world with a portfolio of 19 global licenses, including Ontario.
Additional highlights of the Ottawa Senators and TonnieBet partnership will include:
- In-Arena & Broadcast Branding: Digitally enhanced dashboards for home and away games
- In-rink board signage for home games
- Virtual slot signage for various games
- Digital inventory throughout the Ottawa Senators site on NHL.com
- Direct Fan Engagement: Social contests and promotions hosted on Senators’ digital platforms
- Television Broadcast Branding: Digitally enhanced rink boards for home and away games
- In-arena rink board signage for home games
Martin Ballard, VP Corporate Partnerships, Ottawa Senators stated: “We are thrilled to welcome ToonieBet as an official partner of the Ottawa Senators. Cooperating with a brand that shares our commitment to providing fans with an exceptional and trusted experience is incredibly exciting. Together, we look forward to delivering memorable moments and engaging our passionate fanbase in new and innovative ways.”
Oksana Tsyhankova, Chief Marketing Officer at Soft2Bet, commented: “Partnering Soft2Bet’s ToonieBet brand with the Ottawa Senators is a significant milestone that reinforces our strong brand presence in Ontario. In a short period, we have achieved impressive performance and retention results, with a primary focus on localised, engaging experiences for Canadian players, which makes ToonieBet truly set itself apart.”
By tapping into the Senators’ digital platforms and in-arena presence, ToonieBet will stay close to the action and connect with fans in real, engaging ways while continuing to offer a top-quality online casino experience.
ToonieBet offers a fast, localised online casino experience for players in Ottawa and across Ontario. Through this partnership, fans will have the chance to win Senators merchandise and tickets while ToonieBet grows its presence in a competitive Ontario market. With in-arena branding, regional broadcast coverage, and digital promotions, ToonieBet will be highly visible to the team’s loyal supporters.
The post Soft2Bet’s ToonieBet Partners with the Ottawa Senators as Official Online Casino Partner appeared first on Gaming and Gambling Industry in the Americas.
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