Cherry secures eight Swedish licences
GiG and Paf are also awarded licences by Lotteriinspektionen as the market prepares for launch next month
Cherry, Gaming Innovation Group (GiG) and Paf have become the latest operators to be awarded licences to operate in Sweden once regulations come into place in January 2019.
The Swedish regulator (Lotteriinspektionen) has granted Cherry eight licences covering eight brands, including its restaurant casino network, Cherry Spelglädje and its flagship betting and gaming offering, ComeOn.
According to Cherry CEO Gunnar Lind, the online licence will enable Cherry’s restaurant casinos to raise its stakes in table, card and dice games and to further expand its offering.
The other six licences will cover Casinostugan, Cherry Casino, Hajper, Mobilautomaten, Snabbare and two partner brands.
In October, a Cherry spokesperson told EGR the multiple licence plan would enable the operator to be “agile and market its different brands to different customer segments”.
Lind said: “Sweden is an important market and we intend to continue growing from our already strong position.”
As part of Cherry’s efforts to boost its Swedish position, its affiliate arm Game Lounge has established a partnership with the country’s most popular news website, Aftonbladet.
Through the deal Game Lounge will be able to market and manage partnering casino sites that also hold Swedish licences.
At present, it is illegal for unlicensed operators to advertise on media sites in Swedish, and in recent months Lotteriinspektionen has clamped down on the some of the more popular sites.
Meanwhile, GiG has been granted two licences, one for in-house brands Rizk, Gutz, Highroller, Thrills, Kaboo and Betspin, and another for its B2B clients.
Group CEO Robin Reed said: “I am delighted GiG is now ready for further growth in the regulated Swedish market where we have offered our online gaming entertainment since 2013.
“Sweden is a very important market, both to us and many of our customers,” Reed added.
Paf CEO Christer Fahlstedt also welcomed the news: “The licence is a reward for our deep commitment to customer care and our strong local knowledge.”
Multilotto and Aspire Global also received their licences from the regulator this week.