Earlier this month, Comparasino announced a groundbreaking partnership to launch a TV ad for the affiliate across ITVX’s platform, reaching an audience of millions of viewers.
Martyn Hannah, Co-Founder and Chief Executive Officer of Comparasino, spoke to iGaming Expert about the ‘pinch me’ moment of seeing the brand on the screen and how the deal fundamentally shifts the narrative surrounding affiliate marketing.
He also details the importance of the affiliate in the UK as operators continue to slash their marketing spend amid the increased tax burden placed on remote gambling.
iGaming Expert: Firstly, can you tell us what it means to be an affiliate advertising on ITV, and how significant is it to your growth prospects?
It’s a big moment for sure. For too long, the comparison market has lived almost exclusively in the shadows of search engines. We wanted to change that narrative. Getting Comparasino on ITVX isn’t just about growth, it’s about legitimacy.
It’s taken years of foundational work to get to this point, and while it’s a “pinch me” moment to see the brand on screen, it’s a calculated step in our evolution. We aren’t just looking for clicks, we’re building a brand. This campaign signals our arrival as a major player in the UK market and sets the stage for our next phase of aggressive, brand-driven growth.
Why do you believe TV advertising still holds such a strong opportunity for expansion even as a growing number of consumers shift towards digital spaces?
It comes down to one thing: trust. There’s no better channel to build it with UK players than TV, and ITVX is the gold standard for reaching our core demographic in a brand-safe environment.
If you look at current search results, they’re often saturated with spam, unlicensed brands and reputable media sites renting out their authority to the highest bidder. Even established comparison sites frequently rank operators based on commercial deals rather than player value. This makes it a minefield for players seeking fair bonuses and a quality experience.
Comparasino solves this through our proprietary Recommendation Engine and Member Zone. By advertising on ITVX, we’re able to introduce a massive audience to a platform that actually puts their preferences, not commercial kickbacks, first.
What made you choose the timeslot you did, and are there any programme slots that stand out for you as holding specific value in your new campaign?
Since this is a BVOD (Broadcaster Video on Demand) campaign, we aren’t tied to a traditional “time of day”. Instead, we’re “always on”, following our audience across ITVX’s flagship and trending content. These titles align perfectly with our core demographic, but the beauty of BVOD is the precision it offers.
For us, BVOD is the ideal entry point into TV because it functions much like a digital performance channel. It allows us to iterate and optimise, experimenting with different regions, viewer interests and specific shows to see exactly what drives engagement. We aren’t just looking for eyeballs, we’re looking for high-intent players. This data-first approach lets us learn in real-time what delivers the best ROI before we look at scaling further.
Can you tell us more about the creative process that went into creating the new advert and the audience that you are targeting with the marketing campaign?
The creative process was a true collaboration. We worked hand-in-hand with ITV’s in-house team to take the project from initial concept to launch. A major part of that journey was navigating the stringent Clearcast process – for us, compliance is a badge of honour that reinforces our brand’s legitimacy.
Our core objective for the creative was to bring our Recommendation Engine to life. We didn’t just want a loud and flashy gambling ad, we wanted to show the value of a sophisticated tool that simplifies the search for the perfect casino. ITV’s team was instrumental in translating that technical USP into a visual narrative that resonates with viewers.
As for the audience, our strategy is data-first. We’re initially casting a broad net across ITVX’s premium content to see how different segments interact with the brand. This allows us to gather rich, first-party data so we can move from this broad-reach phase into hyper-targeted, high-efficiency campaigns as we scale.
Are you able to give us more details about the Recommendation Engine and why it is such an innovative tool?
The Recommendation Engine is the core of our “Smarter Search” mission. For too long, the comparison sector has relied on static, commercially-biased lists that force players to do the heavy lifting. In an era of 10x wagering caps and tiered stake limits, the manual search process has become a minefield.
Our engine flips the script. Instead of scrolling, players input their specific preferences, bonus types, payment methods, deposit limits, withdrawal speeds, etc. It then cross-references our database of manually vetted, 100% UKGC-licensed brands to generate personalised matches, instantly.
The real innovation lies in the Member Zone. This isn’t just a login, it’s a dynamic portal. Once a player “locks in” their preferences, our automation engine updates their matches in real-time. If we onboard a new casino that fits their criteria, it’s surfaced to them immediately.
We’ve moved away from the “one-and-done” affiliate model toward a discovery-led experience that prioritises long-term player intent over raw click-through rates.
Will the advertising campaign be expanded to ITVX’s World Cup coverage, and how significant is this?
The timing is perfect. Our campaign is scheduled to run through the summer, which obviously puts us front and centre during the World Cup.
Historically, we’ve seen that ‘pure’ sports bettors don’t always translate to the casino-first experience we offer at Comparasino. However, the 2026 World Cup is unique. It attracts a massive, diverse audience that goes far beyond the hardcore sports bettor. More importantly, with the recent UKGC ban on mixed-product promotions like “Bet £10 on football, get 50 free spins”, operators can no longer rely on easy cross-selling.
This creates a huge opening for us. While broadcasters are flooded with sportsbook ads, Comparasino stands out as the dedicated destination for players who want a premium, high-trust casino experience.
We aren’t trying to ‘convert’ football fans into casino and bingo players, we’re using the World Cup’s massive reach to ensure that when any viewer decides they want to play a slot or a table game, Comparasino is the household name they trust to find a fair, licensed brand.
As the affiliate sector continues to evolve in the UK, how crucial is it that you pull out all the stops to reach new audiences?
It’s not just crucial, it’s an existential necessity for the sector. We’re currently navigating the most transformative period in the history of UK iGaming. With the 40% Remote Gaming Duty having just taken effect this month, operator margins are being squeezed like never before.
Naturally, many brands are responding by scaling back their massive, untargeted media spends. This creates a vacuum, and we see it as our responsibility, and our biggest opportunity, to fill that gap. By pulling out all the stops with our ITVX campaign, we’re reaching audiences that are increasingly frustrated by the search-engine noise of 2026.
Our job is to act as the ultimate filter. We provide operators with high-intent, high-quality players who have already used our Recommendation Engine to find a brand that fits their specific needs.
In a high-tax, high-regulation environment, the spray-and-pray marketing of the past is dead. Survival now depends on efficiency, and by building a household name, Comparasino is becoming the primary bridge between the player and the licensed market.
