Swedish gaming operator Cherry AB has launched its first white label online casino brand in conjunction with its new majority-owned affiliate Game Lounge.

Wednesday brought word of the launch of SveaCasino.com, a Nordic-focused online casino. The launch is the first fruit of Cherry’s hookup with affiliate marketing business Game Lounge, in which Cherry acquired a 51% stake this January. SveaCasino features gaming content from Cherry’s software offshoot Yggdrasil Gaming, as well as third-party content from Net Entertainment, Microgaming and Amaya Gaming.

Cherry CEO Fredrik Burvall, who assumed the chief exec’s role in December, expressed pride at launching the first white-label brand just two months after Cherry acquired Game Lounge. Cherry has promised to roll out additional brands in the near future in yet to be determined markets. Game Lounge CEO Jonas Cederholm said his firm was the “perfect match for launching new casinos like this,” thanks to its affiliate network of over 250 websites.

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