ComeOn Group has entered into a partnership with AxiumAI to integrate real-time personalisation capabilities into its proprietary sportsbook platform.
The igaming collaboration focuses on enhancing user engagement through automated, data-driven interactions across both pre-match and in-play betting environments. AxiumAI’s infrastructure has been deployed to support contextual responses during key moments in sporting events, enabling more targeted communication and interaction within the betting journey.
The integration builds on ComeOn Group’s ongoing investment in its proprietary igaming sportsbook, including recent developments in trading systems, platform performance and product functionality. The addition of AI-driven tools is intended to complement existing in-house capabilities, particularly in the area of personalisation at scale.
Real-time engagement has become an increasing area of focus across igaming, as operators look to refine how content, offers and betting opportunities are presented to users during live events. The use of automation and machine learning is being adopted to support faster decision-making and more relevant interactions based on user behaviour and event data.
The partnership reflects a broader trend within igaming, where operators are incorporating AI-based solutions to enhance product differentiation while maintaining compliance with regulatory requirements. ComeOn Group stated that the integration is aligned with its approach to developing its sportsbook offering through a combination of internal development and external technology partnerships.
As igaming markets continue to evolve, the use of real-time personalisation is expected to play a larger role in shaping user experience, particularly in live betting environments where engagement levels are highest.
Adam Lewis, Chief Executive Officer at AxiumAI, said: “We’re pleased to be supporting ComeOn Group in advancing their personalisation strategy. Their strong proprietary platform and product vision provide a solid foundation for deploying agentic engagement capabilities. We look forward to continuing the collaboration and supporting the next phase of their sportsbook development.”
Sherwin Jarvand, Chief Growth Officer at ComeOn Group, said: “Personalisation is an important part of how we continue to evolve the player experience. Our focus is on delivering relevant and timely interactions in a way that supports engagement while remaining aligned with our responsibilities as an operator. AxiumAI’s technology complements our existing capabilities and integrates well with our proprietary platform. As we continue to develop our sportsbook offering, partnerships like this play a role in enabling scalable and real-time engagement.”
