ComeOn rebrands to clarify company composition and strategy

iGaming operator ComeOn will be known as ComeOn Group going forward, to better reflect the business’ activities across a range of brands and markets.

As it operates more than 20 brands across multiple markets, including the ComeOn brand, and holds licences in Malta, Sweden, Denmark, Poland and Germany, the operator said there had been some confusion between the parent company and consumer brand.

Furthmore, among its brands is Cherry Casino, which created further confusion due to the links with the Stockholm-listed operator Cherry AB, which acquired a stake in ComeOn in May 2016, before buying all remaining shares in May 2017.

Cherry, however, was acquired by European Entertainment Interesser in a $1bn deal and its shares delisted from the Nasdaq Stockholm exchange from 7 May, 2019.

“As for many other operators in our industry, adding Group to our company name is a natural step for us,” ComeOn Group chief executive Lahcene Merzoug said.

“We get to keep the fantastic name and brand identity that ComeOn has and at the same time, we make it clear that we are not just one brand,” he explained. “We are a group with over 500 employees, 2 technical platforms and more than 20 brands.”

Last year, following the delisting, ComeOn Group made its debut in the Danish igaming market, as well as withdrawing from the UK in order to focus on more sustainable markets.