Swedish online gaming operator Cherry will make its first move into the lucrative sports betting market following the signing of an exclusive multi-year deal with software provider SBTech.

SBTech will provide its turnkey sports betting solution to Cherry’s popular online casino brands including CherryCasino.com, EuroSlots.com, SpilleAutomater.com, NorgesSpill.com and NordicSlots.com.

SBTech will offer Cherry sportsbook solutions tailored specifically for the Scandinavian, Nordic and European markets, where each of the brands have already generated significant success.

Marius Andersen, managing director of Cherry Malta, said that the operator had selected SBTech after undergoing an intensive period of due diligence on different providers.

“SBTech have built a solid reputation in their field, positioning themselves at the forefront of the industry and consistently releasing new and innovative solutions to keep the punters happy,” said Andersen. “So they were an obvious choice for us as we look to increase our reach into our current markets and we're excited to see the results.”

SBTech said that tailored sportsbook solution will include live betting on more than 18,000 monthly events, and access to innovative new bet types such as the newly developed Fast Markets which allows customers to predict what will happen in the next 1 or 5 minutes of a live match.

The solution will be available across web, mobile and the company’s latest tablet-specific platform, SBTech Touch. SBTech will also offer its professional risk management and trading services to Cherry as part of the solution.

SBTech CEO Itai Zak said: “We're delighted to have Cherry on board. They are hugely successful in online gaming in their markets and we’re confident that we can lead them to even greater success with our innovative sports-betting solution.”


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