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2016-11-25

Cherry: Cherry launches new technical innovation B2B business area - XCaliber

Cherry today announces the launch of a new fully independent gaming
technology B2B business area called XCaliber,

a centre of technical gaming innovation and services. XCaliber will
enable Cherry to sell its cutting-edge gaming platform and technology
to partners and operators, creating further shareholder value and
growth through the expansion into a new business area, as well as
strengthening Cherry's position as an innovator and hub for
entrepreneurs within the gaming industry.

In recent years, Cherry has invested heavily in the best talent to
build its in-house system infrastructure and market-leading platform,
based on the most recent and future-facing technologies. This has
resulted in unlimited scalability to increase opportunities for
business relationships with B2B partners and support Cherry iGaming's
multi-brand strategy.

Through XCaliber, Cherry will bring to market its tracking software
tool Omarsys, payments and fraud aggregator system

and robust and flexible gaming platform - a marriage of the very best
technology solutions and know-how in the gaming industry.

XCaliber will work closely with Cherry iGaming's existing brands and
new customers by providing access to its leading platform, Omarsys
and payments and fraud aggregator system, as well as helping to
deliver first-mover innovations in the gaming industry.

XCaliber will be headquartered in Malta with a supporting tech team in
Poland and will be headed up by Cherry iGaming CTO Dario Arruda, who
will now assume the role of CEO of XCaliber.

Fredrik Burvall, CEO of Cherry AB (publ) said: "XCaliber will continue
to support Cherry to grow faster than the market and we now have five
business areas with different diversified revenue streams which is
following the strategy we rolled out two years ago. This also enables
the entrepreneurs Cherry have within the company to expand and grow
within the Group."

Jonas Wåhlander, CEO of the Cherry iGaming, said: "Having invested
heavily in our technology over the past few years, the launch of
XCaliber is the natural next step for the Cherry Group. We know our
tools and infrastructure are market-leading propositions and we're
thrilled that we can now share them with the rest of the industry.
XCaliber will continue to generate direct and incremental value to
Cherry iGaming's brands, as well as for incumbent and future business
partners."

Dario Arruda, CEO of XCaliber, added: "We're really excited to be
launching XCaliber. A huge amount of work and investment has gone
into our technology and we are constantly pushing for further
technological innovations. It makes perfect sense to make these
solutions available to partners who know that they will have access
to the same technology platform, services and potential that have
helped make Cherry iGaming's brands to grow so successfully. Our
approach has always been to do well by doing good and we see growth
and profit as a natural by-product of success."

Read more at: www.xcaliber.com

Translation
This is a translation of the Swedish original.

For more information, please contact:
Dario Arruda, CEO XCaliber, Phone +356 9952 1155, email:
dario.arruda@xcaliber.com

Jonas Wåhlander, CEO Cherry iGaming, Phone +356 9902 9673, email:
jonas.wahlander@cherrygroup.com

Fredrik Burvall, CEO Cherry AB (publ), Phone +46 (0) 7 092 796 32,
email: fredrik.burvall@cherry.se

Cherry in brief

Cherry is a Swedish innovating and fast growing gaming company
established in 1963. The business strategy is to create shareholder
value by owning and developing fast-growing and profitable businesses
within the gaming and casino industry. Cherry operates within five
diversified business areas, Online Gaming through Cherry iGaming,
Performance-based Marketing through Game Lounge, Gaming Technology
through XCaliber. Game Development through Yggdrasil Gaming and
Restaurant Casino through Cherry Spelglädje. The objective is to grow
organic in combination with strategic acquisitions of fast-growing
companies. Cherry employs around 900 people and has more than 4,600
shareholders. The Company's B-shares are listed on AktieTorget.

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http://news.cision.com/cherry/r/cherry-launches-new-technical-innovation...
http://mb.cision.com/Main/6923/2130847/595246.pdf

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