One of the most intriguing aspects of the Swedish market is a reaction to synergies. In the latest of our series on prime movers in the soon-to-be-regulated Swedish market, Cherry chief executive officer Anders Holmgren states the case for small.

Cherry has been one of the prime movers in the wave of consolidation that has swept over Sweden’s gaming companies during the past two years. It has acquired Game Lounge, Slot Tracker, Highlight Games and Almor Games, in addition to its premier B2C business ComeOn.

Chief executive officer Anders Holmgren admits that one of the reasons the company bought ComeOn was to make the company larger so that it could cope with potential taxes and other administrative demands that will come with Swedish re-regulation.

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