Cherry AB unifies all igaming assets under ComeOn business area

Anders Holmgren

Having completed its outright acquisition of Malta-based European online casino operator ComeOn, Stockholm-listed Cherry AB has announced that it will unify its industry igaming portfolio under the acquired ComeOn brand.

Confirming its restructuring decision, Cherry AB governance stated that all Cherry iGaming B2C assets, would be moved to the ComeOn brand as of 1 April 2017, with the firm creating a new  ComeOn business division.

Updating investors on the organisational restructure, Cherry detailed that its decision would ‘re-emphasise its operational independence, aligning with other business areas owned and built up by Cherry AB.’

New Cherry AB Chief Executive Anders Holmgren detailed to stakeholders “By clearly branding this business area we are, just as with XCaliber, Game Lounge and Yggdrasil, being even more clear and specific about how we build shareholder value, while supporting and acknowledging the diverse needs of each of our business areas,”

Jonas Wåhlander CEO of ComeOn welcomed the decision by Cherry, stating  “We are building a business area, merging Cherry iGaming and ComeOn !, with some brands within it and setting a new unified culture and actionable values. We, therefore, wanted to take this opportunity to have a really good think about what name mirrors this the best. After spending some time we weren’t able to point to any brand alternative being on par or better than ComeOn!. It’s simply a great name and perfectly summarises our cultural attitude,”

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