Cherry Spelglädje selects Nakkim as CEO as it prepares to launch new verticals

| By Daniel O'Boyle
EE Intressenter-owned Cherry Spelglädje has appointed Hans Martin Nakkim its new chief executive, replacing Aron Egfors.

The business – Sweden’s largest commercial land-based operator – said the new appointment was part of an “ambitious plan” to grow market share in its existing verticals and expand into new areas of gaming.

“I am grateful to work with such a well-known brand and strong team,” Nakkim said. “I look forward to exploring new business opportunities and investments in the gaming sector for Cherry Spelglädje.”

Cherry Spelglädje did not mention Egfors’ new role, but he said he would work more directly with the business’ operations going forward.

“After just over 12 years here at Cherry Spelglädje and the last barely six years as CEO, it has been filled with both fun and challenges,” Egfors. said.

“During these magical years, colleagues have become friends, events, meetings and trips have become memories for life and I am eternally grateful to have been and continue to be part of Sweden’s best restaurant casino company and further develop Cherry as a brand, the restaurant casino industry and the gaming market together with fantastic colleagues.

“I know that with positive eyes we look forward to how we at Cherry Spelglädje will continue to lead and develop the casino industry. Now I will have an even more operational role and develop the restaurant casino business area and be out to visit our existing and new venues as well as colleagues to a greater extent in the future.”

Cherry Spelglädje previously existed as the restaurant casino subsidiary of Cherry Group. When the wider Cherry Group was acquired by a consortium led by private equity group Bridgepoint in 2019 – the Cherry igaming division rebranded as ComeOn and the group as a whole became EE Intressenter. Cherry Spelglädje, as a result, became part of EE Intressenter but retained the Cherry brand name.

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