Cherry AB subsidiary Yggdrasil Gaming Limited has entered into a “strategic affiliate partnership” with online marketing ace Game Lounge in a deal that aims to broaden the reach of the Swedish game developer’s content.

Under the agreement, the digital marketing provider will manage the commercial elements of Yggdrasil’s affiliate site, Yggdrasil Casino. The latter communicates official insights in regard to all of the content in Yggdrasil’s games portfolio such as slot return to player (RTP), max wins, default bet size, slot volatility, and bet ranges, while additionally guiding players to first-rate online casinos where they will be able to enjoy the games.

Strengthen affiliate site:

In a press release, Chief Executive Officer for Yggdrasil, Fredrik Elmqvist, commented on the new collaboration…

“Our partnership with leading affiliate company Game Lounge will strengthen our affiliate site, Yggdrasil Casino, by expanding our capabilities with a world-class affiliate sales team and SEO talent. We are strong ambassadors in playing to each other’s strengths and this deal demonstrates just that.

“Our gaming expertise combined with Game Lounge’s lead generation skills will enable us to bring a truly unique asset to the affiliate space, including unique game IP to customers and operators alike.”

Game Lounge:

Founded in 2011 by Jonas Cederholm and Fredrik Langeland, Game Lounge’s vision was to “transform affiliate marketing for the iGaming sector in the Nordics and beyond.” The firm is now recognized as an industry leader in SEO (search engine optimization) marketing and is currently responsible for 150-plus sites spanning 13 markets, including the U.S., Nordics, UK, Germany, and Japan.

Cederholm also commented on the new partnership, adding…

“We are thrilled to partner with such a strong supplier as Yggdrasil and to help them further push their brand and exciting games portfolio. With their unique products and our vast knowledge and access to numerous markets we are certain this will be a successful collaboration benefiting all parties.”

Cherry AB:

In October 2018, Stockholm-based Cherry AB acquired the remaining 5 percent of shares in Game Lounge Ltd. The Swedish firm behind at the time controlled 95 percent of Game Lounge Limited after purchasing 51 percent of the Maltese enterprise’s shares in January of 2015 before going on to purchase a further 44 percent stake some two years later.

In late June this year, via its Game Lounge Sweden AM holding company, Game Lounge agreed a deal to acquire sports betting news and odds comparison site, with the acquisition forming the latest part of the company’s diversification strategy and expansion into the US market. The move follows Game Lounge’s prior acquisition of the Bettingmetrics brand from Panorama Partners Limited.