Cherry chief aims for SEO and affiliate growth with Game Lounge

Cherry chief aims for SEO and affiliate growth with Game Lounge

Friday, April 10, 2015 Totally Gaming

Cherry chief executive officer Fredrik Burvall has revealed plans for the Swedish online gaming operator to utilise its recent acquisition of a controlling stake in affiliate business Game Lounge to boost its search engine optimisation (SEO) and affiliate positions.
 
The operator struck a deal in January to acquire a 51 per cent controlling stake in Game Lounge in an agreement worth €1.4million ($1.5m) in cash for existing shares, as well as an additional purchase price of up to €2m in shares or cash. The latter payment will be made at least 13 months after the acquisition.
 
As part of the deal, Game Lounge agreed to select Cherry as a white-label partner for its SveaCasino.com brand and other services that will be rolled out in the future.
 
This week, Cherry and Game Lounge confirmed the launch of their first white-label collaboration in the form of SveaCasino.com. The new online casino will feature content from various suppliers and will be targeted at the Scandinavian market.
 
Speaking to TotallyGaming.com about the launch, Burvall said he is optimistic as to how it will perform in the market and that the platform will be helped by Game Lounge’s expertise in SEO and affiliation.
 
 “We have an excellent platform which enables us to launch SveaCasino.com on desktop, mobile and tablet, while we also have a long history of running online casinos,” Burvall said. “Game Lounge’s expertise is in SEO and affiliation so together we feel we have a powerful proposition.”
 
Burvall also spoke about how this expertise in SEO and affiliation will help Cherry as a brand bolster its position in the wider online gaming market.
 
“Game Lounge are innovative in their approach and are leading the way when it comes to SEO and affiliation so we intend to take advantage of this,” Burvall said. “Eventually, this will also increase the volumes on the Cherry platform.
 
“We’re always looking to expand and grow our business and the strategy is to grow both organically and through acquisitions if there are the right opportunities.
 
“We’re confident the acquisition of Game Lounge will add volumes at a significantly lower cost, both for our current brands and the white labels. We intend to launch a number of other brands with Game Lounge in the future and this is very exciting for us.

“Online gaming revenue grew by 60 per cent in the final quarter of 2014 so we feel our strategy is working and we will continually strive to increase volumes across the business at as low a cost as possible.”

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