ComeOn! Sports

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ComeOn! Sports is a sportsbook and casino operator founded in 2008 and now part of ComeOn Group, a Malta-based multi-brand company owned by Swedish gaming group Cherry AB. The brand held a UK Gambling Commission licence from 2014 and exited the UK market in September 2019, citing higher tax rates and regulatory costs rather than any enforcement action. This review is kept as an archived record of how the sportsbook compared at its UK peak, what happened to British accounts after withdrawal, and which replacement bookmakers we recommend for former customers.

Written by: Matt K|Last Updated: 16 April 2026

If you came here looking to sign up, scroll down to the alternative sites section for UK-licensed bookmakers with comparable welcome offers. The review below is left intact for readers comparing historical UK operators or checking the fate of an old ComeOn account.

ComeOn! UK Status and Licensing

ComeOn stopped accepting new UK signups on 23 September 2019 and closed existing British accounts for deposits and bets on 27 September 2019. Withdrawals remained available during a short wind-down so customers could recover balances, and player funds held in segregated UK accounts were returned in full. Chief executive Lahcene Merzoug framed the move as a strategic decision to focus on Germany and other European markets, noting that the UKGC licence “has lost its symbolic value” as the company expanded its European footprint.

The operator still runs in Malta, Ireland, Germany, Sweden, Finland, Canada and several other regulated markets under a Malta Gaming Authority licence. A separate Swedish Gambling Authority licence covers the Swedish-facing brand, and a Canadian AGCO permit covers Ontario. None of these are valid for British residents, so any site prompting a UK sign-up while using ComeOn branding is not the legitimate operator.

Ownership and Parent Company

ComeOn is operated by ComeOn Group, a corporate umbrella that includes around 15 brands such as Mobilebet, Getlucky and SuperLenny. The group is a wholly owned subsidiary of Cherry AB, which was taken private by European investor Bridgepoint in 2019. Cherry subsequently explored a sale of the ComeOn business, and at the time of writing the group continues to trade under Cherry ownership.

Welcome Bonus and Promotions (Historical UK Offer)

At its UK peak ComeOn ran a two-part welcome package aimed at new customers, combining a sportsbook free bet with a casino match bonus. By UK standards it was a modest offer rather than a market-leading one, and the historical terms are no longer relevant since British residents can no longer open an account. Any comparable deal available today sits on the UK-licensed bookmakers in the alternatives section below.

Ongoing promotions included the Free Bet Club (a reload promo for accumulator stakers), the ComeOn Shop loyalty scheme that let points be spent on bonuses, free bets and merchandise, and occasional enhanced odds on Premier League fixtures. The ComeOn Shop was a differentiator at the time since most UK competitors offered only cash-based loyalty or VIP tiers. Horse racing promotions were a weak point with no Best Odds Guaranteed and few racing-specific offers; our horse racing betting sites page lists UK operators that still run BOG as standard.

Sports Markets and Odds Quality

ComeOn ran a broad sportsbook covering more than 30 sports including football, tennis, basketball, ice hockey, handball, rugby league and union, American football, cricket, snooker, MMA, boxing and a strong Nordic-flavoured winter sports book. The platform was known for a deep prematch calendar with particular depth in second-tier European football and ice hockey leagues that UK-centric bookmakers often skipped.

Match odds margins were competitive on top football leagues, roughly in line with other European mid-tier sportsbooks. Mid-market and niche events were where ComeOn edged ahead of UK-focused brands, with pricing on Finnish and Swedish ice hockey, Scandinavian football and esports comparing favourably to tier-one operators. UK-specific sports were the weak point: greyhound racing was absent and horse racing coverage rarely reached the minor meetings that British punters expect.

Live Betting and Streaming

In-play betting used ComeOn’s proprietary platform with cash-out available on most singles and accumulators. Odds refresh was responsive, with live match visualisations covering football and tennis for events without video.

Live streaming was a notable gap. ComeOn did not offer native live video for football or tennis during its UK period, relying on stats trackers and visualisations instead. For bettors who expected to watch the match they had staked on, this put it a tier below the streaming-heavy UK market leaders at the time. Animated pitch diagrams were well executed but were not a substitute for the video libraries that the top UK bookmakers had already rolled out.

Payments, Withdrawals and Limits

UK deposit methods during the licensed period covered Visa, Mastercard (prior to the April 2020 UK credit card ban), Skrill, Neteller, Trustly, PaySafeCard and bank transfer. E-wallet top-ups were credited instantly and bank transfers took a few working days.

Withdrawals processed to the original funding method, with e-wallets quicker than card returns. A long-standing complaint in user reviews was that ComeOn historically charged processing fees on certain deposit methods, an unusual practice for a UK-licensed operator and one we flagged in our review at the time. Higher withdrawal caps were available on request for verified accounts.

Mobile App and Website

ComeOn offered a native Android app via APK download and a progressive web app for iOS, which sidestepped the restrictions Apple had introduced for EU gambling apps. Both performed well on mid-range tablets and phones, with a persistent bet slip, one-tap add to accumulator and a clean in-play scoreboard. Install weight was light compared to the flagship UK bookmaker apps of the period.

The responsive website mirrored the app experience and handled tablet viewports cleanly. The overall design leaned on ComeOn’s distinctive yellow-and-grey palette and, according to our usability testing at the time, scored highest in the “simple to place a first bet” metric among mid-tier European bookmakers.

Customer Support

Live chat was available during extended daytime hours, seven days a week, with email cover stretching slightly later. This was shorter than the round-the-clock service offered by the bigger UK operators and one of the most frequent complaints in our archived reviews. There was no phone support for UK customers, which set ComeOn apart (in a bad way) from all UK high-street bookmakers. Multilingual cover included English, German, Swedish, Finnish, Polish and Norwegian agents.

Responsible Gambling Tools

Under the UKGC licence, ComeOn offered the mandatory set: deposit limits, loss limits, wagering limits, session reminders, self-exclusion through GAMSTOP and links to GamCare and BeGambleAware. Reality checks were configurable by the player. These tools no longer apply to British residents since the UKGC licence was handed back in 2019; if you still hold an overseas-licensed account, the MGA version of these controls is in force instead.

Pros and Cons

What worked: wide market range on European football and niche Nordic sports, competitive pre-match odds on mid-tier events, the ComeOn Shop loyalty scheme, fast e-wallet deposits, and a polished mobile experience.

What did not: no live streaming, short live chat hours with no phone support, occasional payment processing fees, thin horse racing coverage, a modest welcome offer by UK standards, and the September 2019 UK exit that now makes all of the above academic for British bettors.

Alternatives for UK Bettors

If the breadth of European football markets and the loyalty scheme were what drew you to ComeOn, the closest UK-licensed replacements are the tier-one sportsbooks that pair a deep international market range with a points-based loyalty programme and a competitive welcome offer. Our UK betting sites hub ranks every UKGC-licensed operator by bonus value, market depth and cash-out functionality so you can find a like-for-like match.

If you want a welcome offer closer in style to ComeOn’s old new-customer free bet, filter by “low wagering” on our free bets page for operators running light-wagering and no-wagering sign-up deals. For esports bettors who appreciated ComeOn’s strong Nordic coverage, our esports betting sites comparison lists UK-licensed books with deep CS2, League of Legends and Dota markets.

Verdict

ComeOn was a capable European bookmaker with strong coverage of Nordic sports and a distinctive loyalty shop, but the short customer support hours, missing live streaming and modest welcome offer kept it below the UK top tier while it held a UKGC licence. The 2019 market exit is now the defining fact about this page: British residents cannot legally register or deposit with ComeOn. Our rating reflects the sportsbook as it stood at withdrawal; anyone who still holds an account registered outside the UK should use the MGA-licensed version, and anyone looking to bet from Britain today should pick one of the UK alternatives above.

Written & Reviewed by Matt K
Sports Betting Analyst at Winners Media

I have been covering the UK betting industry since 2007, testing sportsbooks across mobile and desktop. At TabletBetting, I review betting sites, compare odds and payment methods, and track new bookmaker launches. My focus is on the mobile experience - how apps perform under real conditions, not just what the marketing says.

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