Comparasino Rolls Out Nationwide UK TV Campaign After ITVX Test
Comparasino expands from a regional ITVX pilot to a £52 million-home national media campaign, partnering with JKO Collective and Fall Off The Wall on creative and reach.
Key Takeaways
- Comparasino has launched a national UK TV campaign after testing regionally on ITVX.
- The campaign spans Sky, Virgin, and Freeview, targeting a claimed 52 million homes.
- Creative has been refreshed by Fall Off The Wall based on pilot data and features Recommendation Engine and Member Zone.
- JKO Collective manages media planning with a measurement framework for ongoing optimisation.
- All operators on Comparasino are UK Gambling Commission-licensed, supporting the campaign’s compliance focus.
Comparasino is launching its first national UK television advertising campaign, marking a move from an earlier regional test on ITVX to full-scale coverage across Sky, Virgin, and Freeview. JKO Collective has been appointed to manage the media buy, while Fall Off The Wall refreshes the creative, as Comparasino aims to highlight its Recommendation Engine and player-matching technology to a wider audience of casino players.
Comparasino's National TV Campaign: Scale and Scope
The national campaign officially begins today, following a trial on ITVX in select UK regions. Its media placement spans Sky, Virgin, and Freeview, covering what Comparasino claims is a combined reach of 52 million homes across the UK.
Comparasino has brought on JKO Collective, a media agency, to coordinate the nationwide media purchase. According to the company, the expanded campaign leverages learnings from the ITVX pilot phase, using audience data and performance insights to optimise for conversion and traffic quality. The creative development remains in the hands of Fall Off The Wall, which has delivered new ad content structured around real campaign performance metrics.
Insights from ITVX Regional Test
Martyn Hannah, Comparasino's Co-founder and CEO, described the ITVX pilot as a proof point for the effectiveness of TV acquisition in the UK casino market. He stated the test delivered evidence of demand for smarter, data-driven comparison tools among UK online casino players:
"Our initial ITVX test proved that TV is a powerful, highly effective acquisition channel for Comparasino. It demonstrated clear demand among UK players for a smarter, more tailored way to find online casino brands." — Martyn Hannah, Co-founder and CEO, Comparasino
Building on this, Hannah positioned the national rollout as both a response to market demand and a signal to operator partners regarding Comparasino’s commitment to delivering quality traffic at scale. All operators featured on Comparasino hold active UK Gambling Commission licences, a requirement highlighted in campaign messaging to reinforce a focus on transparency and player protection.
Campaign Creative and Messaging
The refreshed television spot, developed with Fall Off The Wall, continues to emphasise features introduced during the regional trial. The campaign’s primary themes are Comparasino’s Recommendation Engine, automated player matching, and the Member Zone. The creative stresses a "Less Searching, More Playing" value proposition, aiming to demonstrate a streamlined, data-driven way for players to discover suitable casino brands.
Comparasino’s Member Zone, highlighted in the campaign, provides registered users with real-time updates as new brands matching their preferences are added to the platform. The company said creative revisions are closely linked to ITVX pilot insights, reflecting measurable audience engagement and conversion metrics gathered during the trial.
JKO Collective's Approach to Media Buying
Mark Jackson, Founder of JKO Collective, described the campaign planning as tailored to the fragmented UK TV advertising market. He noted:
“We’ve curated a plan that finds their audience as cost effectively as possible across the heavily fragmented TV ecosystem. We’ve ensured a solid measurement framework is in place to deliver robust and statistically significant insights that we can utilise to power the brand on to further growth.” — Mark Jackson, Founder, JKO Collective
By setting up a robust measurement infrastructure, JKO Collective aims to provide actionable insights for ongoing campaign optimisation and, ultimately, further audience expansion.
Regulatory Compliance and Player Safety
In parallel with its national campaign, Comparasino reinforces its responsible gambling messaging by listing operators holding active UK Gambling Commission licences only. This stance is included in campaign materials, intended to align the brand with transparency, compliance, and player safety requirements of the UK market. Comparasino states this approach positions the platform as both consumer- and operator-focused, meeting the needs of regulated brands seeking high-intent, compliant UK traffic.
Commercial and Operator Partner Implications
For operator partners, Comparasino suggests the expanded TV campaign serves as both a boost to consumer awareness and an indication of its acquisition strategy’s scale and seriousness. The campaign joins a competitive landscape where TV is again emerging as a key acquisition channel for casino and platform operators navigating shifting digital marketing limits.
Frequently Asked Questions
What is the scale of Comparasino's UK TV campaign?
Comparasino's national campaign targets a claimed reach of 52 million UK homes through placement on Sky, Virgin, and Freeview, making it the company's most extensive media push to date.
Who is managing the Comparasino UK TV campaign's media buying?
JKO Collective is overseeing the national media buy for Comparasino, planning placements across the fragmented UK TV landscape and developing a measurement framework for campaign effectiveness.
How was the campaign creative updated after the ITVX trial?
Fall Off The Wall refreshed the creative based on performance data and audience insights from the ITVX trial, maintaining focus on the Recommendation Engine and Member Zone for improved engagement.
How does Comparasino ensure regulatory compliance in its campaign?
All operators featured on Comparasino's site are required to hold active UK Gambling Commission licences, with messaging in the campaign underlining transparency and player safety for UK audiences.
What features of Comparasino are spotlighted in the new TV campaign?
The campaign spotlights its Recommendation Engine, automated player matching technology, and Member Zone, with messaging around 'Less Searching, More Playing' to demonstrate value for casino players.
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About the author
Oliver Grant
Industry Technology Correspondent
Oliver Grant covers the technology and business machinery of iGaming — platform and data deals, AI and compliance tooling, affiliate and marketing shifts, and the quarterly numbers behind them. The reports lead with the announcement, name the vendors and figures exactly as published, and separate genuine capability from press-release promise. When a supplier ships a new engine or a regulator tightens ad rules, Oliver Grant explains what actually changes for the companies involved.
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