Cherry in brief

Cherry has been operating gaming activities since 1963. Today, the company is focusing on four main business areas. Online Gaming through Cherry iGaming, where Cherry is leading in online slots in the Scandinavian market, and has a pronounced multi-brand strategy. Gaming technology through XCaliber, a B2B business area offering partner and operators a market leading platform technology. Performance-based Marketing through Game Lounge, a B2B business area where the company generates traffic of high quality customers to online gaming operators. Game Development is operated through Yggdrasil Gaming, an innovative B2B business area that is growing rapidly, and Restaurant Casino where Cherry Spelglädje is the market leader on the Swedish market.

Cherry’s logo is a well-known trademark representing the prize symbol displayed to happy players ever since the first slot machines.

Business idea

Cherry shall own and develop fast-growing and profitable businesses within the gaming and casino industry.


Cherry shall create shareholder value by owning and developing fast-growing and profitable businesses within the gaming and casino industry.

  • Cherry’s core values should guide all activities pursued: passion for gaming, responsibility and commitment.

The following overall financial objectives should work as a guide for the Cherry Group’s activities during a conjunction cycle:

  • Turnover generated from the Cherry iGaming, XCaliber, Game Lounge and Yggdrasil Gaming shall grow faster than the market.
  • Cherry Spelglädje shall retain or increase their market share.
  • Cherry Group shall report a good profitability in comparison to other similar companies in the industry.
  • 50 percent of the net profit shall be paid as a dividend.

Business areas:

Online Gaming - Cherry iGaming

Cherry iGaming offers casino games, lotto and sportsbook via licences in Malta, Curacao, Great Britain, and Schleswig-Holstein.

Today, Cherry iGaming is a leading supplier of online slots in Scandinavia and they have a strong position in the European market.

In July 2016, Cherry acquired 49% of ComeOn, a company focusing in the marketing and operation of online game sites, with well-established brands including, and

Cherry iGaming  aims to provide players with a high pay-out percentage, as well as a great variety of casino and lotto games and sportsbook. It licenses games from a number of leading game developers, such as NetEnt, Microgaming, Yggdrasil, Amaya and Play’n GO, and this is important to stay competitive in the market. MECN ranked Cherry the number one casino gaming provider.


Gaming technology - XCaliber

XCaliber is a B2B technology company which offers innovative products and services to partners, gaming operators and beyond. Customers will get access to the market-leading gaming platform along with many innovative tools, performance tracking tool and integrated payment methods.

Performance-based Marketing - Game Lounge

Game Lounge is one of the fastest growing European company within performance-based marketing and the creation of leads on internet. The company co-operate with online gaming operators. Game Lounge attracts customers for online gaming operators through offering different products and services. The company works with a business model that is based on revenue sharing with iGaming operators, where Game Lounge delivers high quality customers to operators through organic traffic. Game Lounge is working with building strong brands for its sites and is investing considerably in marketing, content on sites and Search Engine Optimisation (SEO) for various keywords. The company currently operates in nine different markets.

Game Development - Yggdrasil Gaming

Yggdrasil Gaming holds a licence in Malta, Gibraltar, Romania and Great Britain and its games are sold to game operators in Europe and Asia. Its business model is based on revenue sharing with the game operator, integration fees for new customers, and customised games. The company employs more than 80 people in development, game design, and operations, both directly and indirectly. Yggdrasil’s business model showed scalability and its own platform iSENSE 2.0 has increased efficiency in launching and the operation of new games, due to the new opportunity to simultaneously launch titles on laptop, tablet, and mobile. Its gaming portfolio consist of a number of video slots, online lotto, and number games. Yggdrasil has integrated its portfolio with more than 30 clients, including a number of Tier 1 operators including Betsson, bwin, Unibet, and bet365.

Restaurant Casino - Cherry Spelglädje

Cherry ‘Spelglädje’ is the leading operator within the restaurant casino sector, with a market share of over 68 percent. It mainly operates table games (Blackjack and Roulette) in approx. 285 Swedish night clubs, lounges, restaurants, and hotels. The business model is based on revenue sharing with the venue owner, where Cherry ‘Spelglädje’ accounts for employees, system, table games, training, follow-ups, and payment solutions. It also offers event casino operations to both individuals and companies. Approx. 650 people work within the business segment.