Cherry subsidiary acquires €1m affiliate site

Cherry affiliate subsidiary Game Lounge has acquired affiliate casino website Slot Tracker for €1m, it was announced today.

Approximately €800k of the purchase price will be paid up front, with an additional €200k due in 12 months’ time and potentially a further €300k payable if specific objectives are met over a two-year period.

Slot Tracker records details from online casino players, including the games they play, the bets they make and the winnings and bonuses earned per session.

The site is designed to stop players having to use Excel and other external databases to track their progress.

According to the firm, this allows the player to and analyse which casino works best, based on their specific requirements and gaming methodology. Cherry also suggested the tracking data could help players gamble more responsibly.

Game Lounge acquired the site from US games company Innovative Game Solutions which was founded by Thomas Starkie and Brett Lawson.

Game Lounge CEO Jonas Cederholm said: “The purchase of Slot Tracker complements Game Lounge’s already strong offering in order to help players find the right casino or other online games.

“We look forward to working with the people who built Slot Tracker to be able to develop new features that allow each player to gain more control over their gaming.

“Among other things, we want to offer solutions that can warn players who risk losing control of their gaming.

“With Slot Tracker we can combine these goals, and I think we are the only ones in the market with this smart solution.”

Cherry recently upped its stake in Game Lounge to 95% and the business reported revenue of MSEK44.6m for Q3 2017, with an EBITDA margin of 75%.