ComeOn expects home advantage in Sweden

ComeOn believes its strong existing presence in Sweden will be beneficial as it prepares for launch in the country’s reregulated market in January.

The Cherry subsidiary has followed its parent company by applying for a gambling licence in Sweden.

It is already active in seven key markets, with gaming licences in Malta, Schleswig-Holstein and the UK, as well as a sports betting licence in Poland.

However, as a subsidiary of a company that was founded in Sweden more than 50 years ago and that is headquartered in Stockholm, ComeOn is now determined to achieve success in what will be a packed market with around 30 companies having now applied for licences.

“I think those companies which have been active in marketing in building relations in the Swedish market will have an advantage,” ComeOn’s Anders Antonsson told iGamingBusiness.com.

“Cherry was established in 1963 and we still have more than 200 land-based casino operating in Sweden and we have been able to establish ComeOn, Snabbare.com, Hajper.com as strong brands.”

ComeOn, which was bought by Cherry in 2016, appointed former Mr Green executive Lahcene Merzoug (pictured) as its new managing director earlier this year.

Cherry recently told iGamingBusiness.com that it would use the experience of its successful application in Poland to help it navigate the process in Sweden.