Swedish sports betting and casino operator, Cherry AB revealed today it intends to unify its iGaming catalog under the newly-acquired ComeOn! brand. The acquisition officially came to completion at the end of last year when the Swedish gambling operator obtained the remaining 51% of the shares of the Malta-based online casino operator ComeOn!.
Now that the acquisition has been completed, representatives of Cherry’s governance announced they have come to an agreement to resume the ComeOn! brand and fully utilize it across the Cherry business. The re-branding is expected to come into effect as of April 1, 2017 and would result in the creation of a new ComeOn! business division. The Maltese-based operator provides award-winning B2C propositions and solutions within several different sectors of the online gaming industry, including various sports betting, lottery, poker and casino products.
The Swedish operator updated its 5,600 stakeholders on its latest restructuring decision and disclosed its intentions to put a greater emphasis on the company’s operational independence as well as to align other business areas it owns with the newly created brand.
Anders Holmgren, who was appointed Chief Executive of the Swedish company this past February, explained that the alignment and rebranding of this business area aims at adding further clarification on the way Cherry builds its shareholder value, while at the same time supporting and recognizing the diverse needs of its different business areas, including Yggdrasil, Game Lounge and XCaliber.
Holmgren’s decision was welcomed by Jonas Wahlander, Chief Executive of the Malta-based online gaming operator. Wahlander commented the merger of Cherry iGaming and ComeOn! would set a “new unified culture and actionable values.” The Chief Executive explained that the company’s governance took its time when considering which brand name reflected its goals the best. An agreement was reached that no other brand alternative was up to par with ComeOn!. In Wahlander’s words, the brand name they have chosen is the perfect summarization of the company’s cultural attitude.
Cherry AB was established in 1963 and is one of the fastest growing operators in the iGaming industry. The company which employs as many as 900 people, operates across five different business areas. These include online gaming through ComeOn!, game development through Yggdrasil Gaming, gaming technologies through XCaliber, restaurant casino through Cherry Spelglädje, and performance-based marketing through Game Lounge.
