ComeOn Group Partners AxiumAI for AI Personalisation

ComeOn Group has partnered with AxiumAI to introduce real-time personalisation features into its in-house sportsbook platform.

The collaboration is centred on improving user engagement through automated, data-led interactions across both pre-match and live betting. AxiumAI’s technology has been integrated to enable contextual responses during key stages of sporting events, allowing for more tailored communication throughout the betting experience.

This move forms part of ComeOn Group’s continued investment in its proprietary sportsbook, following recent enhancements to trading capabilities, system performance and overall product functionality. The addition of AI-powered solutions is designed to strengthen existing in-house tools, particularly in delivering scalable personalisation.

Real-time engagement is becoming a growing priority across the igaming sector, with operators refining how betting content, offers and opportunities are presented during live events. Automation and machine learning are increasingly being used to support quicker decision-making and deliver more relevant interactions based on player behaviour and live data.

The agreement reflects a wider industry shift towards adopting AI-driven technologies to differentiate products while ensuring compliance with regulatory frameworks. ComeOn Group noted that the integration aligns with its strategy of combining internal development with external technology partnerships to enhance its sportsbook offering.

As igaming markets progress, real-time personalisation is expected to play a more significant role in shaping user experiences, particularly in live betting where engagement is at its peak.

Adam Lewis, Chief Executive Officer at AxiumAI, said the company is pleased to support ComeOn Group in advancing its personalisation strategy, adding that the operator’s platform provides a strong base for deploying advanced engagement capabilities.

Sherwin Jarvand, Chief Growth Officer at ComeOn Group, said personalisation remains central to improving the player experience, with a focus on delivering timely and relevant interactions while maintaining responsible gaming standards. He added that AxiumAI’s solution integrates effectively with the company’s platform and supports ongoing sportsbook development.