Stockholm-listed gaming operator Cherry has launched a new online sports betting brand in the regulated Polish market.

PZBuk.pl (Polskie Zakłady Bukmacherskie) offers players both pre-match and in-play betting options and has launched following license approval from Poland’s Ministry of Finance in July.

Cherry is the ninth operator to be licensed in the Polish market and the third company to receive a license following the introduction of the country’s new gambling regulations in April of last year.

“Our Polish sports betting licence allows us to launch one of the first brands in the Polish gaming market,” said Lahcene Merzoug, chief executive of Cherry subsidiary ComeOn.

“At the PZBuk.pl site, we can offer our online services, which are in complete compliance with Polish regulations. PZBuk will be a brand that we fill with exciting and intuitively simple content and will be a good addition to the Polish market.”

Cherry will be operating in the market alongside the likes of Fortuna, Milenium, Star-Typ Sport, TOTOLOTEK, E-TOTO, forBET, LV BET and Totalbet.

Shares in Cherry AB (STO:CHER) were trading up 2.75 per cent at SEK56.00 per share in Stockholm Tuesday morning.

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