Cherry to launch SBTech-powered sportsbook

Nordic casino operator Cherry will add sports betting to its product suite from the beginning of next year after partnering with sportsbook provider SBTech.

Online sportsbooks are to be integrated to Cherry’s Scandinavia and Western Europe-facing casino brands CherryCasino.com, EuroSlots.com, SpilleAutomater.com, NorgeSpill.com and NordicSlots.com, with the first launches scheduled for Q1 2015.

Under the agreement, SBTech will provide Cherry with its full turnkey sports betting product including in-play betting capabilities and the firm’s nascent ‘Fast Markets’ product.

Cherry Malta managing director Marius Andersen said the operator had conducted an “intensive period of due diligence” before diversifying into sports betting and selecting SBTech.

“[SBTech] were an obvious choice for us as we look to increase our reach into our current markets and we’re excited to see the results,” Andersen said.

Last week Cherry announced the departure of CEO Emil Sunvisson as part of a wider management shake-up, with the firm restructuring to reflect a sharper focus on its online gaming business.

Sunvisson has been replaced by CFO Fredrik Burvall while Morten Klein, the largest investor in the Scandinavia-facing operator, has become head of business development and partnerships at Cherry’s online gaming team in Malta.