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How to play Spin And Spell
Eilers & Krejcik Gaming (EKG) estimates that bettors will plunk down $40.5 billion on the NFL this season through regulated channels. Traditional sportsbooks are projected to capture $31.7 billion of that total, compared to a handle analog of $8.4 billion for prediction markets—a 79% to 21% split in favor of legacy operators.
Handle analog is a metric used as a cleaner comparison between sportsbooks and prediction markets because the latter’s volume doesn’t compare evenly with sportsbook handle.
Based on its projections, EKG sees the overall sports wagering industry growing 8% year-over-year, outpacing the current baseline growth rate of 5% (a figure that strips out temporary boosts from the 2026 World Cup).
What is Spin And Spell?
Wilson expects others to follow.
For Wilson, the bigger point is not who else may follow, but why operators need these tools in the first place. Splash Tech was built to help operators make existing content portfolios work harder, using free-to-play experiences and a supplier-agnostic jackpot engine to drive engagement, retention, cross-sell and lifetime value across casino, sportsbook and third-party content.
Jackpots and free-to-play may be very different propositions, but Wilson judges both against the same unromantic measure: whether they produce value for the operator.
What is Spin And Spell?
One customer built its own casino landing page and wanted to use Cubeia’s APIs to make it work with the platform. “Another wanted to use Cubeia’s player account management system to build its own functionality, including personalised bonuses,” Grenstad recalls.
The idea is less about Cubeia providing another AI tool than making its platform and data accessible to AI infrastructure customers are already building themselves. Cubeia is now running a pilot based on the landing-page use case.
This was not necessarily on the horizon just six months ago, Grenstad says, but now he believes Cubeia should ultimately be able to “say yes” when customers arrive with products built using their own AI tools.
