In early December 2016, we’ve announced that Cherry AB had the intention to acquire the remaining 51% shares of ComeOn Malta Ltd in March 2017. Today we’re delighted to report that this transaction has been completed successfully and a press release was sent on 23rd March to report the excellent news. Furthermore, Cherry business will also re-brand itself as ComeOn across the business as of 1 April 2017.
Jonas Wåhlander CEO of ComeOn Explains “We are building a business area, merging Cherry iGaming and ComeOn! With a number of 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 which 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 summaries our cultural attitude.”
Cherry AB is a Swedish owned company which was founded over 50 years ago and is publicly listed on the stock exchange market. Given that they are a well-established brand who also own Xcaliber, Yggdrasil Gaming and Betsson group. This re-branding is quite surprising but also understandable. Perhaps they are looking for a name which is more representative of the fast moving online casino industry which they have ventured in at the turn of the century. Indeed, before Cherry was mainly known for the land-based Restaurant Casino through Cherry Spelglädje. As they have now moved into performance based marketing an action name is more appropriate for the group of innovators in our opinion. Cherry AB is the corporate identity which sits behind these well know online casinos Betsson, Betsafe, NordicBet, CasinoEuro, CherryCasino, EuroSlots, EuroLotto, SveaCasino, SuomiAutomaatti, SpilleAutomater, SunMaker, SunnyPlayer, KingPlayer, NorgesSpill, and NordicSlots.