ComeOn Group has rolled out its most extensive marketing campaign to date in Ontario, marking a bold step in its efforts to strengthen its foothold in one of North America’s most competitive iGaming markets. The campaign represents a significant shift for the company, as it focuses on combining mass visibility with a technology-driven user experience, positioning itself as more than just a promotional offer provider.
The highlight of this expansive marketing effort is a series of TV commercials featuring Jeremy Piven, a well-known actor and long-time brand ambassador. Piven’s high-profile involvement brings the campaign to the mainstream, reinforcing ComeOn’s entertainment-focused brand identity. By using their internal creative team to develop these assets, ComeOn maintains full control over the message, ensuring consistency across various channels while adapting the content to meet regulatory guidelines.
A Strategic Shift Toward Sustainable Growth
This campaign is part of ComeOn’s broader strategy to secure sustainable growth in Ontario. The company’s Chief Commercial Officer, Efi Peleg, emphasized that the campaign goes beyond merely increasing awareness. “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,” said Peleg. This approach is a marked departure from traditional short-term acquisition tactics, as it places greater focus on showcasing the company’s in-house technology and operational control.
To further support this growth phase, ComeOn Group has revamped its media strategy in Ontario. The company has moved away from shared media planning frameworks and now employs an independent media buying model. This allows for more effective targeting, greater frequency of exposure, and tighter control over both creative execution and spending efficiency. The campaign spans across linear television, connected TV, and digital formats, maximizing reach while delivering a consistent and tailored message to Ontario’s gaming audience.
A Focus on Platform Ownership and Market Expansion
ComeOn’s focus on technological control and platform ownership has been a cornerstone of its approach to market expansion. Since entering Ontario in 2022 with a licensed online casino offering, ComeOn has strategically increased its presence in the province. A significant development came in late 2024 with the launch of its proprietary sportsbook, marking a critical milestone for the company. This expansion into sports betting allowed ComeOn to provide a full suite of products under a unified brand, encompassing both casino games and sports wagering.
The company’s move to introduce an in-house sportsbook gives it greater control over trading, pricing, and risk management operations, aligning with its global strategy to scale effectively across regulated markets. By taking on direct responsibility for these areas, ComeOn is better positioned to offer a personalized and seamless experience for players, ultimately driving sustainable growth in key jurisdictions like Ontario.
As the company continues to build on its success in Ontario, it is also eyeing future opportunities in Canada. With Alberta preparing for its iGaming rollout, ComeOn’s heightened focus on Ontario will ensure the brand is well-positioned to capture attention in both provinces.
Source:
ComeOn pushes for market share in Ontario bringing its global ambassador Jeremy Piven as part of its headline TV campaign, comeon-group.com, January 22, 2026.
