Cherry has announced the launch of XCaliber, a new technical innovation B2B business area that will enable Cherry to sell its gaming platform and technology to both partners and operators.
XCaliber, which will be headquartered in Malta and headed up by Cherry iGaming CTO Dario Arruda, will work closely with Cherry iGaming’s existing brands and new customers by providing access to its leading affiliate tracking software, Omarsys, as well as helping to deliver first-mover innovations in the gaming industry.
This move supports Cherry iGaming’s multi-brand strategy, and creates further shareholder value via the expansion into a new business area. In recent years, Cherry has invested heavily in the best talent to build on its infrastructure and platform based on the most recent and future-facing technologies.
Fredrik Burvall, CEO of Cherry AB, said: “XCaliber will continue to support Cherry to grow faster than the market; 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 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 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.”