Cherry launches casino, poker & sports betting site
By Staff
The Cherry group is one of Sweden’s most trusted and respected gaming operators with an operations history since 1963 in almost every form of land based and maritime gaming. So far Cherry has only been involved in online gaming through Betsson and Net Entertainment, but never under its own brand. But this changes now with the launch of

“We hope to bring to the table a sense of trust and stability which will be an important factor for many players who are still hesitating about handing over their money to an online gaming site. This will be a great competitive strength and together with our partners we hope to reach new target groups, which have not yet been exploited by the other online gaming operators”, says Gunnar Lind CEO, Cherryföretagen.

Every year Cherry reaches more than 25 million potential online players through the company’s maritime partners. This is believed to be a major customer acquisition opportunity which is largely untapped. The new product should be able to add substantial revenues to both Cherry’s and the partners’ businesses. will be marketed onboard ships on international routes in co-operation with Cherry’s maritime partners. In the future, onboard Internet gaming will also be made possible.

Cherry’s business idea is to create fun & excitement by offering land based gaming, Internet gaming, lotteries, events and competitions. The launch of the new product is well in line with Cherry’s strategy to grow both organically and through acquisitions, and the Board of Directors has decided to establish two fully owned subsidiaries in Malta for this purpose - PlayCherry Ltd and PlayCherry Holding. PlayCherry Ltd has entered into an agreement with Entraction Group who will operate the gaming site through its licensed Maltese subsidiary.

For more information:

Gunnar Lind, CEO

Cherryföretagen AB (publ)

M: +46 70-92 79 611


Peter Åström, VD och koncernchef

Entraction Holding AB (publ)

M: +46 73-600 85 01

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