What ComeOn Group does

ComeOn Group is a Malta-headquartered iGaming operator founded in 2008 in Stockholm, Sweden, that runs 15 brands offering online sports betting and casino products across multiple regulated European markets. The company employs 580+ people distributed across seven European locations — Malta (HQ), London, Stockholm, Umeå, Katowice, Gibraltar, and Graz — and serves individual B2C consumers seeking entertainment-led gaming experiences. Its portfolio includes three global flagship brands (ComeOn, MobileBet, GetLucky), three Sweden Pay & Play brands (Snabbare, Hajper, Lyllo), and several locally adapted "Local Heroes" brands (Casinostugan, Reviant and others).

The core of the business is an award-winning, in-house developed proprietary iGaming platform that supports both sports betting and casino verticals, hosting 6,000+ games and enabling full customization of the user experience across brands and jurisdictions. A key technical differentiator is the Pay & Play solution, first launched as an EU-licensed product in Sweden in 2017, which enables instant player sign-up via digital identification and automated KYC. The company is positioned as a Tier 1 iGaming operator focused exclusively on regulated, legislated markets and operates as a data-driven organization using insights from across its brand portfolio for personalization and player experience optimization.

ComeOn Group generates revenue through a B2C transaction-based model, earning from the house edge on sports betting margins and casino player activity across its brand portfolio. Go-to-market is direct-to-consumer through owned digital brands, with marketing support via sports sponsorships and brand partnerships. In 2024, the company was acquired by MGM Resorts International and continues to operate under the ComeOn Group brand as a subsidiary. Senior leadership includes CEO Juergen Reutter, CFO Raffaele Amodio, Chief Commercial Officer Efi Peleg, and Chief Information Officer Mikael Ångman, among others.

Name

ComeOn Group

Legal name

ComeOn Group

Website

https://comeon-group.com

Company type

Private

Founded year

2008

Operating status

Operating

Short description

ComeOn Group is a Malta-headquartered Tier 1 iGaming operator running 15 proprietary sports betting and casino brands across regulated European markets, serving individual consumers through an in-house developed platform and 580+ employees.

Ownership category

akta.pro rank

Product category

Online Gambling & iGaming

NAICS

Other Gambling Industries (713290)

SIC

Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Real-Money Online Casino Operators (RNG Slots & Table Games) (MPAEABAA)

Keywords

• Online sports betting
• Online casino gaming
• IGaming platform
• Pay and play gaming
• B2C gaming operator

Headquarters

HQ city

St. Julian's

HQ country

Malta

HQ region

Europe

Offices6 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations

Revenue model

1. iGaming Operations (Sports Betting & Casino): Core B2C revenue from consumer gambling activities across sports betting and casino products. Operates on house edge/transaction model where the company earns from the margin between odds and player losses, plus transaction fees.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels2 records

Core offering

ComeOn Group operates an in-house developed proprietary iGaming Sports & Casino platform delivering online sports betting and casino games to consumers through 15 distinct brands across multiple regulated European and Nordic markets. The offering combines a full product suite of sportsbook and casino content with the first EU-licensed Pay & Play sign-up flow and data-driven personalization, operating as a Tier 1 B2C iGaming operator with 580+ employees across seven European locations.

Product overview

ComeOn Group operates as a Tier 1 iGaming operator running 15 successful brands on its award-winning in-house developed proprietary iGaming platform. The platform provides a full product suite combining sports betting and casino offerings across multiple jurisdictions. The portfolio includes three global flagship brands (COMEON, MOBILEBET, GETLUCKY), three Sweden Pay & Play brands (Snabbare, Hajper, Lyllo), and several local hero brands (CASINOSTUGAN, Reviant, plus additional brands). The proprietary platform enables full control over user experience, customization across brands and jurisdictions, and includes a Pay & Play solution enabling instant sign-up via digital identification and automated KYC.

Differentiator

Problem solved

Functional benefit

Brands

• ComeOn: Global flagship brand for iGaming services
• Mobilebet
• Getlucky
• Snabbare
• Hajper
• Lyllo
• Casinostugan
• Reviant

Products and services

• ComeOn Global flagship iGaming brand offering sports betting and casino entertainment to a wide variety of consumers across multiple markets, delivered on ComeOn Group's proprietary platform.
• MobileBet

Quantifiable outcome

• 15 successful brands operating across multiple markets
• +2 more outcomes

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Inspired EntertainmentcoreTechnology or Integration · 22 April 2024Partnership to add Virtual Sports to ComeOn's award-winning proprietary sports betting platform. The partnership with Inspired Entertainment extends across the Nordics and supports ComeOn's ambitious growth plans within sports betting.
• Sliema Aquatic Sports ClubminorGTM or Marketing Partner · 2 October 2023Sponsorship renewal with Malta based sports club. Partnership supports localities close to headquarters in Malta and involves ongoing collaboration for the benefit of the local community.
• Sliema Wanderers FCminorGTM or Marketing Partner · 2 October 2023Sponsorship renewal with Malta based football club. Partnership continues supporting localities near Malta headquarters with another year of collaboration for local community benefit.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Flutter Entertainment: World's largest online sports betting and gaming operator (Paddy Power, Betfair, FanDuel, PokerStars, Sisal). Competes with ComeOn in European sports betting and iGaming and is a benchmark for proprietary platform investment and multi-brand strategy.
• Entain plc: Global multi-brand online gambling group (Ladbrokes, Coral, bwin, partypoker, BetMGM JV) operating sportsbook and casino at significantly greater scale. Competes with ComeOn across multiple European regulated markets and shares a similar multi-brand B2C operating model.

Direct peers

• Kindred Group: Nordic-origin multi-brand online gambling operator (Unibet, Maria Casino, 32Red) competing directly with ComeOn across several European regulated markets, with a similar sportsbook + casino proposition and multi-jurisdiction licensed approach.
• LeoVegas: Nordic-headquartered mobile-first online casino and sportsbook operator. Closely comparable to ComeOn in product mix and geographic focus on regulated European markets, with overlapping customer segments.
• 888 Holdings: Multi-brand online casino and sports betting operator with a similar B2C regulated-market model across Europe. Comparable to ComeOn in product mix (casino-led with sportsbook) and emphasis on safer-gambling compliant jurisdictions.
• Mr Green / Evoke plc: Nordic-legacy multi-brand online casino and sportsbook operator (Mr Green, 888, William Hill, Redbet). Directly comparable to ComeOn's multi-brand European footprint and regulated-market focus, with overlapping brand acquisition history in the Nordics.
• Betsson AB: Swedish-headquartered multi-brand online sports betting and casino operator with a similar Nordic footprint and comparable B2C iGaming model. Closely mirrors ComeOn in market focus, brand portfolio strategy, and reliance on regulated European markets.

Others

• MGM Resorts International: US casino and entertainment giant referenced in company history as the 2024 acquirer of ComeOn Group, and operator of the BetMGM online joint venture. Relevant as a potential strategic parent and counterparty shaping ComeOn's future direction.
• Playtech plc: B2B iGaming platform and content supplier powering many operators including ComeOn's casino content layer. Comparable as a technology benchmark for ComeOn's proprietary platform and a key supplier-side counterparty in the European market.

Regional players

• Lottomatica (Sazka Group): Italian-focused online and retail gambling operator (Lottomatica, Goldbet) within the Sazka Group. Comparable to ComeOn in operating a regulated-market sportsbook + casino platform, though with stronger Italian retail anchoring.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Subsidiaries8 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about ComeOn Group