Yggdrasil signs Betfred agreement

Yggdrasil Gaming has agreed a deal with Betfred that will see its content go live on the operator’s UK and dot com offerings. The direct integration will give Betfred access to Yggdrasil’s entire portfolio of award-winning slots, including recent launches Spiña Colada and Sunny Shores.

Betfred opted for the direct integration to best utilise Yggdrasil’s suite of in-game promotional tools, BOOST™, and the social sharing tool, BRAG.

Fredrik Elmqvist, CEO at Yggdrasil Gaming, said: “Betfred is renowned for providing a great gaming experience, so it is a natural home for Yggdrasil slots. Since securing our UK licence, it has been a key strategic aim to place our slots with the market’s most important operators, and this is another important step towards that goal. We look forward to a long and fruitful relationship with Betfred, both in the UK and beyond.”

For further information, please contact:

Fredrik Elmqvist, CEO Yggdrasil, +356 9962 5104, fredrik@yggdrasilgaming.com

Anders Holmgren, CEO Cherry, +46 708 607 534, anders.holmgren@cherry.se

Carolina Haglund Strömlid, Head of IR & Communications Cherry, +46 708 807 173, carolina.stromlid@cherry.se


This information is information that Cherry AB (publ) is obliged to make public pursuant to the EU Market Abuse Regulation. The information was submitted for publication, through the agency of the contact persons set out above on 18 July 2017.


Cherry in brief 

Cherry is a Swedish innovating and fast growing gaming company established in 1963. The business strategy is to create shareholder value by owning and developing fast-growing and profitable businesses within the gaming and casino industry. Cherry operates within five diversified business areas, Online Gaming through ComeOn!, Performance-based Marketing through Game Lounge, Gaming Technology through XCaliber. Game Development through Yggdrasil Gaming and Highlight Games and Restaurant Casino through Cherry Spelglädje. The objective is to grow organic in combination with strategic acquisitions of fast-growing companies. Cherry employs around 1 100 people and has more than 6,000 shareholders. The Company’s B-shares are listed on AktieTorget. 

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About Us

Cherry is a Swedish innovating and fast-growing company with operations in gaming, entertainment and media. The company was established in 1963 and today operates through five diversified business areas: Online Gaming, Game Development, Online Marketing, Gaming Technology, and Restaurant Casino. The objective is to grow organically in combination with strategic acquisitions of fast-growing companies. Cherry employs some 1,400 people and has about 6,700 shareholders. The company’s class B share is listed on the Nasdaq Stockholm exchange, Mid Cap segment. More information is available at www.cherry.se.

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