The CherryCasino brand will be launched in the UK after Cherry iGaming’s subsidiary PlayCherry Ltd was granted a local UK licence for gaming operators from the Gambling Commission.
The company will initially use the licence for CherryCasino.com as its flagship brand. EuroSlots, a recently-relaunched white-label gaming website, will also be rolled out shortly after. Meanwhile, Sunmaker, an iGaming brand that has always been popular with international players, will be the third one launched into the UK gaming market.
This latest announcement comes as part of Cherry iGaming’s strategy to expand into new regulated jurisdictions. The online gambling operator will use its brands to reap benefits from the UK market, known to be among the largest regulated markets in the world.
Jonas Wåhlander, CEO at Cherry iGaming, said: “This is an additional step in the evolvement of Cherry iGaming. Through a wide offering we will have a brand for every key customer segment in the UK market, encompassing all types of products to engage with them.
“With the current presence and insight we have, combined with ComeOn’s experience, we expect a positive entry into the market and are excited about the potential of this very important market.”
The licence covers both casino and sports betting, and means that the company can engage the entire UK market. Cherry iGaming already holds gaming licenses in Malta, Curacao and Schleswig-Holstein.