ComeOn Group has rolled out its largest-ever marketing push in Ontario, significantly increasing its brand investment in the province.
ComeOn Group has rolled out its largest-ever marketing push in Ontario, significantly increasing its brand investment as competition continues to intensify in the province’s regulated iGaming sector.
The campaign is designed to link mass visibility with a technology-led user experience, rather than relying solely on promotional incentives.
Creative assets at the core of the rollout feature actor and long-time brand partner Jeremy Piven, whose involvement positions the brand within a mainstream entertainment context.
The advertisements were developed internally, allowing the company to maintain consistency across channels and adapt messaging to regulatory requirements without external dependencies.
The campaign, billed as the company’s “most ambitious marketing campaign to date,” reflects a pragmatic effort to deepen market penetration.
At the same time, it is meant to reinforce ComeOn’s reliance on proprietary technology and long-term operational control rather than short-term acquisition tactics.
ComeOn Group CCO Efi Peleg said: “Ontario is a critical and highly competitive market for us. By shifting to independent media planning and activating a true 360-degree marketing mix, we’re not just increasing awareness – we’re demonstrating the strength of our proprietary platform and our ability to deliver a superior, personalised player experience.”
To support this commercial phase, the operator has overhauled its media strategy in Ontario, transitioning away from shared planning structures to an independent media buying model.
The revised approach delivers sustained exposure across linear television, connected TV and digital formats, increasing frequency and reach while maintaining tighter control over creative execution and spend efficiency.
North America continues to be key playing ground
Since securing market entry in 2022 with a licensed online casino platform, ComeOn Group has expanded methodically within Ontario, one of North America’s most closely scrutinised and commercially demanding jurisdictions.
The company’s strategic trajectory shifted notably in late 2024 following the deployment of its internally developed sportsbook, enabling the group to operate a fully integrated casino and sports betting offering under a single brand framework.
That expansion was not limited to product breadth. By introducing its own sportsbook infrastructure, ComeOn Group assumed direct responsibility for trading operations, pricing, and risk oversight in the province.
This move aligns with its broader international model, which prioritises in-house systems to support scalable growth across regulated markets while preserving margin discipline and compliance consistency.
The approach underscores the onus the company places on platform ownership as a driver of sustainable expansion.
The Ontario initiative represents a substantial escalation of ComeOn’s North American strategy.
As Alberta prepares for its iGaming rollout, the expanded attention given to Ontario will also allow ComeOn to receive exposure in that province, as well.