Cherry in brief

Business concept

Cherry will own and develop rapidly expanding and profitable companies in gaming and casino operations.

Overall strategy

Cherry will create shareholder value by owning and developing rapidly expanding and profitable gaming and casino companies.

This drives our growth

Cherry is an owner company that develops and invests in various types of gaming companies and gaming assets. Our ambition is to develop strong and strategic partnerships. Innovation is maintained in the group by retaining the founders and senior executives who have continued to be active in the organisation.

Foresight, innovation, fresh thinking, organic growth and creation of value are principles guiding the construction and development of the diversified business areas. We have a long-term investment model in the assets and support the business areas as they grow. We endeavour to be a market-leading player in every individual business area in which we operate, while continuously looking for and exploring new business opportunities. Our ambition is to develop strong and strategic partnerships.

Our operations

Cherry has been operating gaming activities since 1963 and developed to the position where today it is a group that invests in and manages companies throughout the value chain for the gaming industry. Cherry operates within five diversified business areas, Online Gaming through Cherry iGaming, Performance-based Marketing through Game Lounge, Gaming Technology through XCaliber, Game Development through Yggdrasil Gaming and Highlight Games and Restaurant Casino through Cherry Spelglädje.

Core values

Cherry’s core values should permeate everything the company does:

Fun & Excitement. The fun and excitement we offer form the foundation for Cherry’s operations.

Responsibility. Cherry takes responsibility – for our players, our partners and our staff. Cherry has, for over 50 years, been the safe, reliable and established alternative.

Engagement. Cherry is passionate about gaming. We do everything in our power to offer the best service and the highest quality. We love going that extra mile to have the most satisfied customers.