

Canada
INTERVIEW: Jake Apperley Apsley Director – US
With sports betting opening up across the US, Pickswise, part of Spotlight Sports Group, has seen a huge growth in audience over the past 18 months. The affiliate is run by the same team that saw huge growth and success in the UK with MyRacing and FreeSuperTips. We sat down with Jake Apperley to discuss the growth and what he sees as the key opportunities for 2021.
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Can you run us through the Pickswise journey in the US? How it came about and early growth?
JA: Following the repeal of PASPA we began to explore opportunities in the US market, and how receptive the audience was to sports betting content for the major US sports. Having had success in the UK with MyRacing and FreeSuperTips, our team set about building and growing the site to reach a new audience. I moved over to fully manage Pickswise myself in the Autumn of 2019 to focus on the upcoming NFL season and reaching a new audience.
Using our expertise in SEO content campaigns, we began to grow exposure through organic channels. These campaigns were hugely successful with CNN, CNBC and Fox picking up our content and Pickswise climbing to number one in the google rankings for competitive search terms focused on US sports betting. To highlight just how successful these campaigns were, during the NFL playoff season in 2018 our traffic was c.10k users per month, and by the end of the 2019 regular season we had grown that to c.350k users, and it’s still growing today.
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The affiliate landscape in the US looks quite a bit different to Europe, where do you feel affiliates can support new US operators?
From our research and experience over the past couple of years we’ve definitely seen an appetite for sports betting content. Bettors are looking for key pre-game and in-game picks and we can offer that full game experience through our bet stimulating content. American sports are stats heavy, even the language used around sporting performance is focused on statistics, and we know that betting tools that provide reliable information using data are popular as sports bettors can make more informed decisions.
It’s also important to educate bettors in the US. A lot of our audience won’t be used to betting online and it’s important to give them a full understanding of what you can bet on and how it differs from the traditional casino or black market gambling. As it’s ever-changing, we also think it’s hugely important for affiliates to inform customers on the regulatory landscape, what sportsbooks are legal, who has licences and how they can place bets. Of course, as with traditional affiliate methods we also want to highlight operator offers and how our customers can open accounts.
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It’s a bumper second half of the year for US Sports with the NBA returning at the end of July signifying the start of 5 months of non-stop sport. Do you think this is the opportunity for US operators to convert new customers into sports betting?
We know that sports fans and bettors alike will be hungry for some action. Like when any event gets cancelled, marketing teams would have designated some spend that might be moved to another time of the year and that will likely fall into the new NFL season.
On a practical note, bettors and visitors will have concerns visiting casinos and sportsbooks if the virus is still circulating with the numbers we are seeing in the US at the minute, so we think it’s the perfect opportunity for online sportsbooks to work with affiliates to drive conversions and turnover throughout the second half of the year. With the amount of sport on offer and with a lot of new sports bettors looking for value it is a great time for newer operators to close the gap on DraftKings and Fanduel.
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The growth of FST and MyRacing in the UK set the bar for Pickswise, just how different was the growth of Pickswise in the US?
We launched FreeSuperTips and MyRacing as social media affiliates first and when we saw the opportunity for growth we repositioned the business to become an SEO first business. We enjoyed incredible success ranking for major football and horse racing tipping keywords once we did this. The combined traffic has grown to over 1 million unique users. We took what we learned from these two ventures to Pickswise.
We focused on SEO first from the outset as we had built the skills and expertise around us, leading to increased traffic and some early success. We now have that solid foundation to build from and we want to grow our brand awareness and enhance the product offering for our customers which will take Pickswise to the next level.
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Looking beyond what is a very strange 2020, how do you feel the US landscape will evolve as we approach 2021?
As the market and industry grow, we expect three more states to open up before the NFL season begins. And more competition is good for customers, customers will begin to use multiple bookmaker accounts as they begin to trust newer brands. This will be a ‘best product’ wins race and the improvement in the customer experience will help operators stay ahead of the game.
I think the trend of gambling filtering into sports as more teams embrace it will continue. As we’ve seen with the Denver Broncos and Betfred, I’d expect to see more deals between operators and huge franchises. With all this going on it is vital that we as an industry take responsible gambling seriously and put consumer protection in place. We have done an awful lot in the UK on responsible gambling and there is still more to do, this must translate to the US.
Canada
Soft2Bet’s Brand ToonieBet Named an Official Sports Betting and Casino Partner of the CFL

ToonieBet, Soft2Bet’s premier sportsbook and online casino brand tailored for Canadian players, has been named both an Official Sports Betting Partner and an Official Online Casino Partner of the Canadian Football League (CFL).
The multiyear partnership also establishes ToonieBet as an Official Partner of the CFL’s championship game, the Grey Cup. Fans from coast to coast to coast annually gather for Canada’s largest single-day sporting event to celebrate an incredible season, and to witness one team earn the right to hoist the iconic trophy. The 112th Grey Cup will be played at Princess Auto Stadium in Winnipeg on Sunday, November 16.
Fans in Ontario aged 19-and-over will be able to responsibly wager on CFL games through ToonieBet with access to in-game betting and futures. The collaboration will also explore exciting branded online casino experiences on the ToonieBet platform to entertain existing fans and engage new ones.
ToonieBet’s partnership with the CFL underscores Soft2Bet’s ongoing commitment to Canadian sports fans and a further investment in the Canadian sporting tradition, as the deal marks Soft2Bet’s second sports partnership in the country within the last three months, following ToonieBet’s designation as the Official Online Casino Partner of the NHL’s Ottawa Senators, which was recently expanded with a full sportsbook offering.
“This partnership is for the fans. Together with ToonieBet, we will unlock exciting avenues of entertainment, delivering new products, responsible gaming options and unique activations, to better serve the future of fandom. In the stadium, at home or online, we’re doubling down on engagement and innovation like never before,” said Tyler Keenan, the CFL’s Chief Revenue Officer.
“Partnering with the CFL will elevate our robust offerings in the Canadian market and allow us to continue building our passionate sports and online gaming community in Ontario. Our team at ToonieBet is deeply committed to building a premium fan experience, while delivering exceptional customer hospitality and ensuring both responsible and safe game play,” said Steve Spindler, ToonieBet’s Canadian Country Manager.
“We are proud to partner with the CFL and its local teams. This partnership goes beyond visibility – it’s about building relevance and establishing a real connection with fans. Aligning with one of Canada’s most trusted leagues allows us to strengthen our bond with Ontarians and deliver a best-in-class sports betting and gaming experience through ToonieBet,” said Martin Collins, Chief Business Development Officer at Soft2Bet.
Additionally, ToonieBet has been designated as an Official Authorized Gaming Operator of the CFL, allowing Soft2Bet to deliver best-in-class gaming experiences with official CFL data and statistics to sports fans and sportsbook users across Ontario through the ToonieBet platform.
ToonieBet will also serve as the presenting partner of CFL Fantasy, and the Game Tracker in Ontario on CFL.ca and LCF.ca, in addition to being the CFL’s odds provider on the league’s digital scoreboard.
The post Soft2Bet’s Brand ToonieBet Named an Official Sports Betting and Casino Partner of the CFL appeared first on Gaming and Gambling Industry in the Americas.
Canada
Hard Rock Hotel & Casino Ottawa Opens with Legendary Guitar Smash and Star-Studded Celebration

Hard Rock Hotel & Casino Ottawa officially opened its doors with a signature guitar smash, marking the arrival of Canada’s first fully integrated Hard Rock resort, a bold new destination where entertainment, hospitality, and music take center stage.
The $350 million resort brings the brand’s unmistakable energy to Canada’s capital, offering locals and visitors an immersive Hard Rock experience blending iconic music history with world-class entertainment, hospitality, dining, and gaming.
In true Hard Rock fashion, the opening festivities kicked off with the Canadian Tenors’ electrifying rendition of O Canada followed by the brand’s signature Guitar Smash, a modern take on the traditional ribbon-cutting ceremony. Executives, dignitaries, and community leaders took the stage to ceremoniously smash guitars, signaling the official opening of the state-of-the-art entertainment destination.
A special moment included the presentation of a $100,000 donation to Ottawa Food Bank, reinforcing Hard Rock’s commitment to giving back to the communities it serves.
“Bringing Hard Rock to Canada’s capital is an iconic milestone for our brand. We’re proud to expand our global footprint and create a destination where locals and visitors can experience world-class gaming, hospitality, and entertainment all in one place,” said Jim Allen, Chief Executive Officer of Hard Rock International.
“Our government is thrilled that Hard Rock chose Ontario for its first fully integrated hotel and casino venue in Canada. This new entertainment and hospitality destination will draw visitors from near and far to Ottawa, create and sustain hundreds of local jobs, and provide millions of dollars for local infrastructure and community programs,” said Stan Cho, Minister of Tourism, Culture and Gaming.
The post Hard Rock Hotel & Casino Ottawa Opens with Legendary Guitar Smash and Star-Studded Celebration appeared first on Gaming and Gambling Industry in the Americas.
AGCO
MIXI Receives AGCO Approval for PointsBet Acquisition

PointsBet Holdings Limited announced that MIXI has received written confirmation that AGCO has no concerns with the proposed acquisition by MIXI of the shares in PointsBet Holdings Limited.
PointsBet has also received written confirmation from iGaming Ontario (iGO) in relation to MIXI’s proposed acquisition of shares in PointsBet.
Accordingly, the condition precedent to MIXI’s proposed PointsBet-Board recommended Takeover Bid relating to Ontario approvals in paragraph 4.5 of Schedule 1 of the Bid Implementation Deed dated 16 June 2025 (BID) has been satisfied.
MIXI’s proposed Takeover Bid remains subject to the satisfaction of certain other limited conditions as previously announced, including a 50.1% minimum acceptance of the proposed MIXI Offer (as defined in the BID).
The Northern Territory Racing and Wagering Commission provided its approval on 24 March 2025 for MIXI to acquire PointsBet. PointsBet confirmed that MIXI’s proposed Takeover Bid is no longer subject to any gaming regulatory approvals.
The post MIXI Receives AGCO Approval for PointsBet Acquisition appeared first on Gaming and Gambling Industry in the Americas.
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