AxiumAI, a developer of agentic AI infrastructure for sportsbooks, has partnered with ComeOn Group to support the evolution of personalisation across its proprietary sportsbook platform.
The collaboration is focused on enhancing real-time sports engagement through intelligent automation, supporting more timely and relevant interactions across key moments in the player journey and sporting events.
AxiumAI’s technology has been integrated into ComeOn Group’s platform to complement its in-house capabilities, enabling real-time contextual interactions across both pre-match and in-play events. The solution builds on ComeOn Group’s continued investment in its proprietary sportsbook, following recent enhancements in trading, platform performance and product features. 
The partnership reflects ComeOn Group’s ongoing focus on strengthening its sportsbook proposition through technology, product innovation and the continued development of its personalisation capabilities, while ensuring a responsible and compliant approach across regulated markets.
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.”
