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Cherry: Yggdrasil secures William Hill deal

Yggdrasil Gaming has agreed a landmark direct integration with leading
operator William Hill in the latest coup for the supplier's
fast-growing Gibraltar operation.

William Hill will receive access to Yggdrasil's full suite of slots,
including blockbuster titles Joker Millions, Vikings Go Berzerk and
Big Blox. The operator opted for a direct integration to be able to
fully utilise Yggdrasil's award-winning collection of in-game
promotional tools BOOST™ and social sharing tool, BRAG. The deal is
the fourth signing for Yggdrasil Gibraltar, having been awarded a
license in June.

Fredrik Elmqvist, CEO at Yggdrasil Gaming, said: "William Hill is one
of the most respected names in gaming, so it is obviously a huge
thrill to ad such a trusted and successful tier one operator to our
ranks. Since gaining our Gibraltar license six month ago, we have
secured several major operators, and working with the very best in
the industry is driving us forward and keeping us at the very top of
our game."

Graeme Powrie, Gaming Commercial Director at William Hill, added: "We
have been hugely impressed by Yggdrasil's commitment to innovation,
and their collection of games is amongst the strongest in the casino
sector. We opted for a direct integration so we can take full
advantage of the in-game promotional tools and offer our players the
exceptional experience they have come to expect from William Hill."

Read more on (

The information in this press release is information which Cherry AB
(publ) is required to disclose under EU Market Abuse Regulation (EU).
The information was provided by the below contact persons for
publication on January 30, 2017 at 08.30 CET.

This is a translation of the Swedish original.

For further information, please contact:

Fredrik Elmqvist CEO Yggdrasil Gaming, Mobile +356 996 25 104, email: or

Anders Holmgren, CEO Cherry AB (publ), Mobile +46 708-607 534, email;

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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