ComeOn Group is leaning on some Hollywood star power for its biggest-ever marketing push in Ontario.
The European online casino and sports betting operator announced this week that it has significantly increased its brand investment in the regulated Canadian iGaming province.
To support its next phase of growth in North America’s most competitive online gambling market, ComeOn has shifted to an independent media planning model and launched a new unified campaign across linear TV, connected TV and digital channels. A centrepiece is a series of TV commercials starring longstanding ComeOn! brand ambassador Jeremy Piven.
The first TV spot in the new campaign features the three-time Emmy Award-winning actor celebrating a goal that puts an unidentified Toronto team, presumably the NHL’s Maple Leafs, into a 4-3 lead.
ComeOn Group said the campaign underscores the company’s long-term commitment to sustainable expansion in Ontario and beyond.
“Ontario is a critical and highly competitive market for us,” said ComeOn Group Chief Commercial Officer Efi Peleg. “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, personalized player experience.
“Our headline campaign, led by Jeremy Piven, brings our entertainment-first proposition to life and reflects our broader strategy of driving sustainable growth in key regulated markets through differentiated products and data-driven execution.”
ComeOn! one of nearly 50 in Ontario
Malta-headquartered ComeOn Group entered Ontario in the province’s first year of regulated iGaming in 2022. In late 2024, it added a full proprietary sportsbook to its online casino offering in the province. ComeOn said at the time that the addition of sports wagering in Ontario represented a strategic advancement in its wider sportsbook growth trajectory.
The new multi-channel campaign with Piven will give it further exposure and visibility in not only Ontario but also elsewhere in Canada inclduing Alberta, which is expected to launch regulated iGaming in mid- or late 2026.
Like all operators in Ontario, the ComeOn! platform faces intense competition. iGaming Ontario (iGO) currently has 48 commercial operators under its watch at the time of writing, in addition to the non-iGO-managed governmental Ontario Lottery and Gaming (OLG).
That number could soon eclipse 50. Sports streaming giant DAZN received its license to launch DAZN Bet in Ontario from the Alcohol and Gaming Commission of Ontario (AGCO) last week, while the likes of new brand absolutebet and High Roller Technologies are also awaiting market entry.
