Exclusive: ComeOn Group plans UK and Italy M&A push as flagship brand undergoes strategic shift
Online operator to refocus flagship ComeOn! brand with sports betting drive as it plans inorganic push into new European markets
ComeOn Group is set to rebrand its flagship ComeOn! brand ahead of a concerted sports betting and M&A push for the online operator.
EGR can exclusively reveal ComeOn Group will soon embark on a mass marketing campaign to launch its updated offering as it looks to substantially increase its sports betting revenue.
Management is planning to double revenue from sports betting operations over the next three years, which would see the vertical represent between 35% and 40% of total revenue.
While ComeOn! will retain its name, the brand will shift to be sports betting-focused, powered by the operator’s in-house technology and trading teams.
EGR understands ComeOn Group has partnered with Austrian sportsbook platform provider Arland to help scale its sports betting growth.
ComeOn Group is aiming to replicate the success seen in its personalised and localised online casino offering in its sports betting division.
ComeOn Group will also roll out the rebranded offering across all its markets during August, with a new market entry in Poland also on the agenda.
Elsewhere, EGR understands the operator is looking to scale its business into Europe’s two largest markets, the UK and Italy, with B2C targets possessing one or more active brands.
While the firm is yet to engage with legal or M&A firms to support the pipeline push, it is looking at firms that also target the UK and Italy via a localised approach, similar to its existing strategy with its own in-house brands.
Speaking to EGR, ComeOn Group CEO Juergen Reutter said the relaunch of ComeOn! would push the operator into upper echelons of the industry.
He said: “We are currently casino dominant, and with the growth opportunities we have identified within sports betting, we are tapping into an exciting market where we will expand our reach and offer our customers a top-of-the-line sports betting experience.
“With our own sportsbook platform in place we are now stepping into a new era and turning our 13-year-old flagship brand ComeOn! to a fully sports-led brand.
“We will give ComeOn! a brand-new look paired with a new-brand strategy which will be cutting edge, relevant and most importantly backed by our own technology. Indirectly, we are now competing with the biggest players within the sportsbook market.
“Our investment in people, product and proposition will make us succeed in reaching our strategic goals of doubling our sportsbook business in the next three years. With this, ComeOn! will become a tier-one sports betting destination for our players in all the markets we are operating in,” the CEO added.