Swedish gaming operator Cherry is to expand its presence in the UK market after securing an operating licence for a number of iGaming brands via its PlayCherry subsidiary.
The UK Gambling Commission (UKGC) has awarded PlayCherry licences for casino, real and virtual sports betting and gaming technology, allowing the company to roll out its Cherry, Euroslots and Sunmaker brands for UK customers.
The operator, which also holds Curaçao, Malta and Schleswig-Holstein licences, is already active in the UK market through ComeOn operator Co-Gaming, in which it acquired a controlling stake in July this year.
Cherry chief executive Jonas Wåhlander said the UK licence approval was the latest step taken to evolve the operator's iGaming business.
"Through a wide offering we will have a brand for every key customer segment in the UK market, encompassing all types of products to engage with them," he explained. "With the current presence and insight we have, combined with ComeOn's experience, we expect a positive entry into the market and are excited about the potential of this very important market."
The operator plans to begin targeting UK customers with its core CherryCasino.com brand alongside Euroslots.com, before launching a Sunmaker-branded site at a later date.