ComeOn Group will begin providing its sportsbook in Ontario after receiving approval from the Alcohol and Gaming Commission of Ontario (AGCO) and iGaming Ontario (iGO).

The company is already one of 51 operators doing business in Ontario’s regulated market. It has been live in the province since 2022 as a licensed online casino gaming supplier. The iGO website now lists the brand as both a casino and sports betting provider.

A press release from ComeOn said the addition of sports betting in Ontario represents a strategic advancement in its sportsbook growth trajectory. The company said it is set to double its sportsbook business in the coming years.

ComeOn’s sports betting business is powered by its proprietary sportsbook platform and in-house risk management and trading team.

“We are very excited about the opportunities this new milestone opens up for us,” said CEO Juergen Reutter. “As a casino-led operator it represents a key part of our sportsbook strategy to double our business in the coming years. Like in any of our other markets, we are striving for a differentiated sportsbook entertainment experience that is powered by our in-house technology. Our goal is to deliver top-tier entertainment to our players while fostering safe and innovative gaming experiences.”

ComeOn owner mulls sale

Meanwhile, ComeOn’s parent company is reporting considering the sale of its online gambling subsidiary.

Cherry AB is mulling the move as a key part of its wider reorganization strategy as it looks to evolve its offering. The gambling group has appointed Moelis and Jefferies to explore sale options for ComeOn.

Reutter has previously voiced lofty ambitions for the company, noting that it’s strategy is to become a tier one operator in the sports market.

“For us, it’s a key goal because we are very dominant in the casino market, where we have significant market shares in our territories. But when it comes to sports betting, we are underrepresented,” he said.