The Cherry iGaming arm of Cherry AB, and ComeOn! have announced plans to rebrand the Cherry business area as ‘ComeOn!’, as part of the integration project between the two companies.
In December, Cherry AB exercised an option to acquire the remaining 51% of shares in ComeOn Malta, and in doing so, took full ownership of the business.
From April 1, Cherry iGaming will resume the brand ComeOn!, in a move that the firm said will “re-emphasise its operational independence”, as well as align it with other business areas owned by Cherry AB.
“We are building a business area, merging Cherry iGaming and ComeOn!, with a number of brands within it and setting a new unified culture and actionable values,” ComeOn! chief executive Jonas Wåhlander said.
“We therefore wanted to take this opportunity to have a really good think about what name mirrors this the best.
“After spending some time we weren’t able to point to any brand alternative being on par or better than ComeOn!.”
Anders Holmgren, chief executive of Cherry AB, added: “By clearly branding this business area we are, just as with XCaliber, Game Lounge and Yggdrasil, being even more clear and specific about how we build shareholder value, while supporting and acknowledging the diverse needs of each of our business areas.”
source : www.igamingbusiness.com