All PlayCherry Ltd. casinos
General Information
PlayCherry Ltd. has been in the gambling industry since 1963, when it was founded under the name Restaurang Rouletter AB. It was created by Bill Lindwall and Rolf Lundström in Sweden.
Frank & Fred Casino
Year Established
2018Sunmaker Casino
EuroSlots Casino
Year Established
1996Licensed in
MaltaAffiliate Program
ComeOn Connect (Cherry Affiliates)Targeted Country
No targeted specifiedSpilleAutomater Online Casino
NorgesSpill Casino
Year Established
2011Affiliate Program
ComeOn Connect (Cherry Affiliates)Targeted Country
No targeted specifiedCherry Casino
Year Established
2000Licensed in
MaltaAffiliate Program
ComeOn Connect (Cherry Affiliates)Targeted Country
No targeted specifiedSvea Casino
Year Established
2015Licensed in
MaltaAffiliate Program
ComeOn Connect (Cherry Affiliates)Portal Ratings
AskGamblers4.02EuroLotto Online Casino
Year Established
2014Licensed in
MaltaAffiliate Program
ComeOn Connect (Cherry Affiliates)Targeted Country
No targeted specified
Latest companies news
RubyPlay Buys Splash Tech to Expand Platform Engagement Tools
| Olga LiThe contemporary iGaming supplier landscape increasingly dictates that B2B providers compete heavily on engagement infrastructure rather than game content alone, driving studios to build versatile promotional tooling across multiple game providers. Addressing this market demand, RubyPlay has officially entered into a definitive agreement to acquire 100% of the shares in Splash Tech. This transaction, financed entirely on an all-shares basis, marks the first step by the Malta Gaming Authority licensed studio beyond traditional game creation into platform-level engagement solutions. This major corporate acquisition comes less than a year after industry veteran Tsachi Maimon assumed the role of chief executive at the company on 1 October 2025. While the specific financial terms of the transaction were not publicly disclosed, the completion of the deal remains subject to standard regulatory approvals, after which Splash Tech will operate fully as a subsidiary.
Illegal Online Gambling Costs EU States €22.9bn in Lost Tax Revenue
| Olga Li#BettingLegislation #GamingInEurope
Efforts to curb unlicensed gambling operations across Europe have accelerated significantly as EU institutions face mounting pressure to close critical cross-border enforcement gaps. The European Casino Association (ECA) confirmed on 3 July 2026 that unlicensed platforms deprived European Union member states of an estimated €22.9 billion in tax revenue due to illegal online gambling throughout the 2025 financial year. This alarming figure reflects data presented during a high-level roundtable at the European Parliament. The strategic session, hosted by MEP Lukas Mandl under the strict Chatham House Rule, brought together European lawmakers, representatives from the European Commission, the Anti-Money Laundering Authority (AMLA), Eurojust, and the Joint Parliamentary Scrutiny Group on Europol alongside national gambling regulators in different jurisdictions and prominent sector representatives.
UKGC Outlines Phased Rollout for New Financial Risk Assessments
| Olga LiThe UK Gambling Commission confirmed on 7 July 2026 that it will introduce data-driven financial risk assessments in a staged approach, marking a decisive shift away from traditional document checks that proved highly unpopular with many consumers. Following extensive consultation, stakeholder engagement, and piloting, the regulator opted for a phased rollout rather than a single implementation date to allow the industry's underlying data-sharing infrastructure sufficient time to stabilize.
The company now has multiple offices across many Scandinavian and European countries with headquarters at Blekholmstorget, 30 111 64, Stockholm, Sweden. The director is Morten Klein, and the CEO is Anders Holmgren.
The firm began offering slot machines back in 1973, and a year later the company had grown enough to enter the European market. Ever since, it has spread to other areas and now offers business-to-business solutions, such as Game Lounge. It allows for generating traffic of high-quality customers to online gaming operators.
The owner also participates in game development with its own studio, Yggdrasil. Aside from casino games, it also offers a sportsbook and lottery. CherryAffiliates is the group’s marketing department. The program has revenue models that are designed to maximize income opportunities for affiliates, and it grants a high commission, with up to a 50% lifetime revenue share.
Owner’s Portfolio
We have brought together seven brands of the Cherry group, including EuroSlots and Sunmaker. All titles feature a multi-language option with English, Finnish, German, Norwegian, and Swedish. However, there are a few names that are targeted toward residents of a specific country and feature a mono-language option.
These include Svea, Suomiautomaatti, and NorgesSpill, and they cater toward Swedish, Finnish, and Norwegian clients respectively. In addition, the sites are licensed in Malta. These mainly offer e-gaming services, but EuroLotto features a lottery, Cherry includes a sportsbook, and NorgesSpill has both.
The lobbies provide approximately 500 games by software developers like Leander Games, Quickspin, Next Generation Gaming, Amaya, Net Entertainment, Microgaming, MGA, and a few others. The majority of games are slots, with fewer table play, arcades, and video pokers. Extreme Live Gaming provides the live entertainment. All of these are available via both the online and mobile versions.
Promotions and Bonuses
The entire group shares the same welcome offer of a 100% match bonus, and they also allow up to 100 free spins depending on the offer. There are also additional bonuses for newcomers from Finland and Germany at Cherry.
Promotions are cashable and do not require codes, except for Sunmaker, which utilizes non-cashable deals with coupon codes. For the most part, a sign-up package is divided between several initial deposits with a wager of 40xB or 40xBD. Arcades and slot machines count the most toward playthrough requirements, while video poker and table play contribute only about 10%.
Our Take
PlayCherry has an impressive history of being one of the first and largest gambling providers in Northern Europe. It owns a relatively large network of platforms that offer three types of betting options. The large library of releases is powered by several studios that include MGA, Quickspin, Net Entertainment, Amaya, Microgaming, and more.
These gambling destinations are highly rated by the reputable portals and players, who are happy with the variety of games, fast payouts, the dedicated customer support team, and the multiple bonuses.
