AxiumAI partners with ComeOn Group across proprietary sportsbook platform

AxiumAI, a developer specialising in agentic AI infrastructure for sportsbooks, has entered into a partnership with ComeOn Group to support the continued development of personalisation within its proprietary sportsbook platform.

The collaboration centres on improving real-time sports engagement through intelligent automation, enabling more relevant and timely interactions during key moments in both the player journey and live sporting events.

As part of the agreement, AxiumAI’s technology has been incorporated into ComeOn Group’s platform, working alongside its existing in-house capabilities. This integration allows for contextual, real-time interactions across both pre-match and in-play scenarios. The move builds on ComeOn Group’s ongoing investment in its proprietary sportsbook, following recent upgrades in areas such as trading operations, platform performance and product functionality.

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.

The partnership highlights ComeOn Group’s commitment to enhancing its sportsbook offering through technological development, product innovation and a continued focus on personalisation. At the same time, the company maintains an emphasis on responsible operations and compliance across regulated markets.

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.

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