ry iGaming subsidiary PlayCherry Ltd has been granted a local licence for gaming operators from the UK gambling commission, permitting it to launch both sports betting and casino brands in the UK’s regulated online gambling market.

The flagship CherryCasino.com brand will be the first to be introduced to the UK, with the newly-launched white-label gaming website EuroSlots and the internationally popular Sunmaker brand following shortly after.

This comes as part of Cherry’s long-term plan to break into regulated international markets and expand their jurisdiction. As one of the biggest online gambling markets in the world, the acquisition of this local UK licence is a huge step in the right direction for Cherry, which already holds Curaçao, Malta and Schleswig-Holstein licences, and is already active in the UK market through ComeOn operator Co-Gaming.

Cherry chief executive Jonas Wåhlander says: “This is an additional step in the evolvement of Cherry iGaming. 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.

“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.”