Swedish gaming operator Cherry has launched SveaCasino.com, its first white-label brand to go live following a collaboration with its majority-owned affiliate marketing business Game Lounge.

The new casino is targeting the Scandinavian market and features a wide range of content from the likes of Net Entertainment, Microgaming, Amaya and Cherry subsidiary Yggdrasil.

Cherry said that SveaCasino.com is the first brand to go live following its acquisition of a controlling 51 per cent stake in Game Lounge in January.

"We’re thrilled to be launching SveaCasino.com just two months after partnering with Game Lounge,” said Cherry CEO Fredrik Burvall. “Their knowledge of the affiliate and SEO sectors, combined with our flexible platform and experience in running online casinos, makes for a powerful combination and together we’re sure we can deliver exactly the type of casino that players want.”

Following the SveaCasino.com launch, Cherry said that further new brands will be launched in the future.

Game Lounge CEO Jonas Cederholm said: “It’s great to get our first white label with Cherry off the ground and we’re very pleased with the end result. SveaCasino.com is a strong brand and we’re confident that the players will engage with it.

“Cherry has a fantastic platform, and we’ve been helping to drive traffic to casinos for a long time, so we’re the perfect match for launching new casinos like this.”