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Shifts in Scandinavian Market

Major consolidations and marketing shifts are happening in the Scandinavian online casino gambling industry to the extent that the rest of the European market is sitting up and taking close notice if the rapid developments that popped up seemingly out of nowhere. The Swedish gambling market has long operated as a closed and protected state gambling monopoly – a decision and policy that has Sweden in hot water with the European Commission over the past several years. The most recent news out of Scandinavia indicates that two Swedish facing companies are merging to launch Sweden more strongly into the online casino gambling market.

More specifically, the news indicates that Coys Ltd has been acquired by Cherryforetagen to jointly launch an online casino gambling site at PlayCherry.com that integrates all of the major forms of internet gambling. Cherry is a publicly listed land gambling company that has long operated in region and is now vying for a bigger share of the market through internet gambling opportunities. More specifically, with Coys, Cherry now has a company that already had experience with the online casinos in the Scandinavian market and that paves the way to a stronger newly launching site.

The acquisition of Coys now allows Cherry a strong presence in the Scandinavian online casino gambling market and larger still outside of Sweden – the company has street credibility now that Cherry owns its own internet gambling division that has specialization and existing experience in the market. Cherry now plans to expand the brand and offerings outside of Sweden and into a much broader market – more of Europe to be exact.