Comeon Group

ComeOn Group – ESG Operator Review (2025)

Company overview

History and ownership – ComeOn Group is a privately-owned iGaming operator founded in 2008; its first online brand launched in 2010¹. The group’s corporate headquarters are located at 3rd Floor, Spinola Park, Triq Mikiel Ang Borg, St Julian’s SPK 1000, Malta². ComeOn Group operates on its own proprietary platform, which allows it to manage multiple brands and integrate casino and sports-betting products in regulated markets¹. The company has grown into an international employer with over 550 employees across seven European locations³. Juergen Reutter was appointed chief executive officer in 2021 and leads the group’s expansion into locally-licensed markets⁴.

Main markets and licences – ComeOn Group runs more than 15 brands across several jurisdictions⁵. Key markets include Sweden, Denmark, Norway, Finland and Germany, with more recent expansion into Canada and the Netherlands. The group holds a suite of iGaming licences including:

• Malta Gaming Authority (MGA) – licensee of Diomedes Ltd and ComeOn Malta Ltd (Casino/Sportsbook).
• Swedish regulator Spelinspektionen – licences for brands including ComeOn, Snabbare, Hajper and Casinostugan; these licences allowed the operator to offer casino and sports betting in Sweden⁶.
• German GlüNeuRStv licence – granted by Saxony-Anhalt in June 2022 for sports betting; the licence registers brands sunmaker.de, comeonwetten.de and mobilebet.de⁷.
• Ontario (Canada) iGaming licence – Bunchberry Ltd operates ComeOn! under Alcohol & Gaming Commission of Ontario (AGCO) approval⁸.
• Dutch licence – in July 2025 the group and evoke plc partnered to launch 888.nl, with ComeOn operating the 888 brand under a Dutch licence⁴.

Brands – The company’s multi-brand strategy includes flagship brands ComeOn and Mobilebet, pay-and-play brands Snabbare, Hajper and Lyllo⁹, and local “hero” brands Casinostugan (Sweden) and Sunmaker (Germany)⁹. Additional brands mentioned by the company include CherryCasino, EuroLotto, EuroSlots, Folkeriket, Galaksino, GetLucky, Mobilautomaten, Nopeampi, Norgesspill, PZBuk, Sunnyplayer and Suomikasino¹.

Product verticals – ComeOn’s proprietary platform offers online casino (slots and table games), sportsbook, live casino, virtual sports and occasional lottery products. There is no evidence of poker or bingo networks.

Responsible gambling

Commitment and messaging – ComeOn Group’s corporate messaging stresses that entertainment should be “safe, secure and entertaining” and emphasises data-driven decision making and local regulation⁵. CEO Juergen Reutter states that the company focuses on local legislated markets and uses data-driven decisions to ensure player safety⁵.

Tools and initiatives

• Data-driven monitoring (neccton) – since at least 2019, ComeOn has collaborated with responsible-gaming specialist neccton to develop an AI-based tool that analyses player data to detect risk patterns and provide personalised feedback. The company’s Responsible Gaming Manager, Helena Berg, said the tool helps deliver a safe and sustainable gaming experience¹⁰. In 2021 the group extended the partnership by adopting neccton’s Anti-Money-Laundering (AML) module, combining responsible gaming and AML monitoring. ComeOn stated that the tool helps protect customers from gambling-related harm and supports a crime-free market¹¹.
• Integrity monitoring (IBIA) – in April 2022, ComeOn joined the International Betting Integrity Association (IBIA). The group committed all betting brands to IBIA’s monitoring and alert platform. CEO Juergen Reutter said that membership would help protect customers and ensure the integrity of its sports betting products¹². IBIA CEO Khalid Ali welcomed the move, noting that the non-profit association protects regulated betting markets¹³.
• ComeOn Cares – launched in 2022, ComeOn Cares is a CSR programme focusing on mental health. In partnership with Malta’s Richmond Foundation the group introduced an employee assistance programme called “Healthy Minds Work” and provides free mental-health first-aid courses to local communities. ComeOn also runs a volunteering programme enabling employees to support causes such as animal shelters and community clean-ups¹⁴.
• Mental-health awareness – the company’s CSR work emphasises mental health and employee wellbeing rather than gambling specifically; there is no evidence of gambling-harm research funding.

Accreditations and codes

Summary – ComeOn Group employs recognised technology for player protection (neccton’s AI monitoring), has joined IBIA to improve sports-betting integrity and launched a mental-health-focused CSR programme. However, the operator does not hold internationally recognised responsible-gambling accreditations and there is limited transparency about the effectiveness of its player-protection measures.

ESG / sustainability

Policies and reporting – ComeOn Group does not appear to publish a dedicated sustainability, ESG or CSR report. Available corporate communications focus on product innovation and player safety rather than environmental or social impact. There is no mention of the company following recognised reporting standards (GRI, CSRD), nor has the group issued a modern slavery statement or diversity report. Without formal disclosures, stakeholders cannot fully assess environmental impact, supply-chain ethics or governance structures.

Environmental initiatives – No credible evidence was found of environmental policies or targets. The company does not disclose carbon-emissions data, renewable-energy use or commitments such as net-zero or Science Based Targets. Consequently, there is no alignment with international frameworks like MSCI ESG Ratings, Sustainalytics or the Science Based Targets initiative (SBTi). Publicly available information suggests that sustainability initiatives are limited to community engagement through ComeOn Cares¹⁴.

Social initiatives – The mental-health-focused ComeOn Cares programme is the group’s key social initiative. It offers mental-health support to employees and local communities and includes a volunteering programme for employees¹⁴. Additionally, the group sponsors local sports clubs and community events (e.g., football clubs HB Køge, FC Fredericia and Maltese teams), though these sponsorships are primarily marketing rather than social-impact partnerships. There is no published diversity or gender-equality target.

Governance – The company is privately owned; details of its ownership structure are not publicly available. There is no evidence of an ESG committee or board-level oversight of sustainability. The group operates in regulated markets and emphasises compliance, but transparency regarding corporate governance is limited.

Alignment with UN Sustainable Development Goals (SDGs) – No explicit reference to the UN SDGs was found. The mental-health initiatives loosely relate to SDG 3 (Good Health and Well-being), but the company does not link its CSR efforts to specific SDGs.

Compliance & controversies

Swedish regulatory breach (2021) – Sweden’s gaming regulator Spelinspektionen fined the group approximately US$20.96 million for repeatedly offering unauthorised bonuses and failing to protect players. Four brands – CasinoStugan.com, Hajper.com, ComeOn.com and Snabbare.com – were penalised and warned that further breaches could lead to licence revocation⁶. The regulator judged the violations severe and noted that the duty-of-care requirements had been breached¹⁵.

Ontario AGCO fines (April 2023) – the Alcohol and Gaming Commission of Ontario fined Bunchberry Limited (operator of ComeOn!) CAD $15,000 for offering slot games that were not certified. Two other operators were fined simultaneously; the AGCO stated that these actions protect players and maintain game integrity⁸.

No significant systemic controversies – Aside from the above regulatory penalties, there were no widely-reported controversies or allegations of fraud, money laundering or unethical practices. The group’s involvement in regulated markets and investment in compliance technologies suggests a focus on legal adherence, although transparency is limited.

Ratings, awards & charity associations

Third-party ratings – On Glassdoor, an employee review platform, ComeOn Group has a rating of 4.8 out of 5 based on about 185 reviews (98% of reviewers would recommend the company to a friend)¹⁶. This high rating indicates positive employee perceptions, although Glassdoor ratings are subjective. No ratings were found on CSRHub, EcoVadis or other ESG-focused platforms.

Industry awards

• EGR Nordics Awards 2024 – Sports Betting Operator of the Year – ComeOn Group was awarded “Sports Betting Operator of the Year” at the EGR Nordics Awards in March 2024. The citation noted that the group’s investment in its proprietary sportsbook platform and strong market performance led to this recognition¹⁷. The company also won In-house Innovation awards in 2022 and 2023 and the Affiliate Marketing Campaign award in 2022¹⁷.
• International Gaming Awards 2021 – At the 2021 International Gaming Awards, ComeOn Group won “Great Place to Work” and “Online Casino Operator of the Year”. Judges praised the group’s flexible working environment, diverse workforce and product innovation (including the WeSpin streaming platform).

Charitable and community associations – The ComeOn Cares programme partners with the Richmond Foundation in Malta to support mental health and provides volunteers for community initiatives¹⁴. The group sponsors local football clubs and aquatic sports teams in Malta and Denmark, indicating engagement with local sport and culture, though these appear to be marketing partnerships rather than philanthropic donations.

References

1. ComeOn Group extends Neccton partnership with addition of AML module | ComeOn Group
2. COME ON MALTA LIMITED, St.Julians, (Malta), Verif
3. 888 to launch in Netherlands with strategic partnership between evoke and ComeOn Group | ComeOn Group
4. 888 to launch in Netherlands with strategic partnership between evoke and ComeOn Group | ComeOn Group
5. ComeOn Group – Corporate website
6. Spelinspektionen fine (local file reference)
7. ComeOn secures tough GlüNeuRStv sportsbook licence
8. AGCO issues fines to three operators for uncertified slots
9. ComeOn Group – Corporate website
10. ComeOn develops new responsible gambling tool with neccton – Affiverse
11. ComeOn Group extends Neccton partnership with addition of AML module | ComeOn Group
12. ComeOn Group becomes an IBIA member
13. ComeOn Group becomes an IBIA member
14. ComeOn Launches ComeOn Cares Program
15. Repeat bonus offer breaches