ComeOn launches Ontario TV campaign with Jeremy Piven
Table of contents
- ComeOn Group has launched a major television campaign in Ontario featuring Hollywood actor Jeremy Piven.
- The push marks ComeOn’s most substantial marketing effort in Canada since launching in the regulated Ontario market in April 2022.
- The campaign aims to increase brand awareness and market share in one of North America’s most competitive iGaming jurisdictions.
ComeOn Group has unveiled an extensive TV campaign in Ontario starring Emmy Award-winning actor Jeremy Piven. The operator is seeking to strengthen its position in Canada’s largest regulated online gaming market.
The campaign represents ComeOn’s biggest marketing investment in the province since entering in April 2022. Piven, known for his role as Ari Gold in the HBO series Entourage, has served as ComeOn’s global ambassador since 2023. The actor won three Emmy Awards and a Golden Globe for his portrayal of the fast-talking Hollywood agent.
Major push in competitive market
The television spots will air across major Canadian networks. ComeOn aims to leverage Piven’s profile to boost brand recognition among Ontario players who may be less familiar with the European-heritage brand.
Efi Peleg, Chief Commercial Officer at ComeOn Group, 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,” commented Peleg.
“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.”
The campaign includes multiple creative executions showcasing ComeOn’s product offerings. The operator has tailored messaging specifically for the Ontario audience whilst maintaining alignment with its global brand positioning.
More than 50 operators now hold licences from the Alcohol and Gaming Commission of Ontario (AGCO).
Monthly player spending has stabilised following the initial growth after the market’s April 2022 launch. This maturation creates pressure on operators to differentiate their offerings through product innovation and brand building.
Building on global partnership
Piven’s partnership with ComeOn began in 2023 when the operator appointed him as its worldwide brand representative. The actor has appeared in campaigns across multiple jurisdictions where ComeOn operates.
ComeOn Group operates in nine regulated markets globally, including Sweden, Denmark, Finland, Germany, and several Canadian provinces. The company holds licences in Ontario, British Columbia, and Quebec. Founded in 2008, the Malta-based operator has built its reputation primarily in European markets.
The operator offers sports betting and casino products through its flagship ComeOn brand. It also runs several other brands including Mobilebet and Sunmaker in select European markets.
Market positioning and outlook
Marketing spend has become a battleground as operators compete for differentiation. ComeOn faces competition from major global brands including bet365, FanDuel, and DraftKings, alongside Canadian-focused operators like theScore Bet. Each competitor has deployed different strategies ranging from sports partnerships to influencer marketing.
The timing aligns with key sporting events that drive engagement. NHL playoffs, NBA action, and upcoming summer sporting schedules traditionally boost betting activity in the province. Sports betting accounts for the majority of Ontario’s iGaming handle.
ComeOn has not disclosed the campaign budget or duration. However, the multi-network TV buy suggests a substantial financial commitment to the market. Television advertising remains expensive but effective for building mass-market awareness.
40% of Canada’s total population
This campaign indicates ComeOn’s strategic view of Ontario as a priority growth market. The province’s population of 15 million and high digital adoption rates make it attractive for online operators. Ontario represents nearly 40% of Canada’s total population.
Success in Ontario could provide a template for expansion into other North American jurisdictions. Several US states continue to launch regulated iGaming markets, creating opportunities for proven operators with established technology platforms and compliance frameworks.
The deployment of Piven may help ComeOn bridge awareness gaps with competitors who entered with stronger existing brand recognition. Celebrity endorsements have proven effective in sports betting marketing, particularly when aligned with sporting content and events.
The campaign’s effectiveness will become clearer through quarterly market share data published by iGaming Ontario. Operators watch these metrics as indicators of competitive positioning and marketing efficiency in an environment where customer acquisition costs remain high.
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