Swedish gaming operator Cherry has entered the B2B market with the launch of XCaliber, a new independent B2B division set up to leverage the operator's proprietary infrastructure and platform.

The move will see Cherry offer its gaming platform and technology to operators, having invested heavily in the development of its systems in recent years.

Cherry iGaming chief executive Jonas Wåhlander described the launch of XCaliber as "the natural next step" for the business.

"We know our tools and infrastructure are market-leading propositions and we're thrilled that we can now share them with the rest of the industry. XCaliber will continue to generate direct and incremental value to Cherry iGaming's brands, as well as for incumbent and future business partners," Wåhlander said.

The XCaliber offering will also include Cherry's tracking software tool Omarsys, as well as its payments and fraud aggregator system.

The new division will be headquartered in Malta, supported by a Poland-based technology team. It will be led by Cherry iGaming chief technology officer Dario Arruda, who has been promoted to CEO of XCaliber.

"We're really excited to be launching XCaliber," Arruda said. "A huge amount of work and investment has gone into our technology and we are constantly pushing for further technological innovations.

"It makes perfect sense to make these solutions available to partners who know that they will have access to the same technology platform, services and potential that have helped make Cherry iGaming’s brands to grow so successfully. Our approach has always been to do well by doing good and we see growth and profit as a natural by-product of success."

Shares in Cherry AB (Co.Data) (AKT:CHER) were trading down 1.51 per cent at SEK196.00 per share in Stockholm Friday morning.

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