affiliate network of Sweden-based Cherry AB, Game Lounge, has acquired industry affiliate Interclick Limited in a deal worth £1.1m.

Interclick Limited has been active in the UK and German markets for more than 14 years, servicing a network of 40 industry domains.

Cherry stated that it expects the deal to generate a return on investment in under 18 months, helping to stimulate growth in Cherry brands in both the UK and Germany.

Jonas Cederholm, Game Lounge CEO, said: “We are very happy to have reached an agreement with Interclick Limited, a company that has a long experience of affiliation.

“Both the German and UK markets are large and growing rapidly.

“The acquisition of the Interclick assets further accelerates our strategy and expansion beyond Scandinavia, and will be a beneficial contribution from day one.”

Cherry CEO Fredrik Burvall said: “The acquisition of the domains puts Cherry and Game Lounge in a stronger position in the affiliate sector, especially within the German and UK markets.

“We have been very pleased with the performance of Game Lounge so far, and this acquisition is very much in line with Cherry’s expansion plans.

“The affiliate market is an important part of the online gaming industry and Cherry continues to strengthen its online business with this acquisition.”