Cherry With Friends invests in entrepreneurial, fast-growing and high-quality companies with a strong presence in the markets in which they operate — and helps them reach their full potential.
The companies we keep
About us
Founded in 2019, Cherry With Friends invests in entrepreneurial companies with a clear edge in the markets they operate.
We provide capital, know-how and technology to the businesses we partner up with, so that they can reach their full potential.
Our companies
We are focused on developing strong and well-positioned brands in all the markets we are in.
Cherry Spelglädje is where it all began. For more than 60 years, Cherry has delivered the joy of gaming — at restaurants and nightclubs across Sweden. It remains the heart of the family with more than 80% market share. This is a trusted, well-loved heritage brand that keeps live and social casino entertainment at the centre of a great night out.
Spelklubben is where players belong. A community-driven gaming destination built around loyalty, fairness and genuine entertainment, it brings people together around the games they love. Curated content, a personal touch and a strong focus on responsible play make it a club worth being part of.
Bethard stands out from the rest. Built on the famous partnership with Zlatan Ibrahimović, it's now back with a more local approach — driven by a genuine passion for sport. It delivers fast odds, live betting and a slick, mobile-first experience for players, backed by a team that lives and breathes the game.
Cherry.com is the digital expression of our strong land-based heritage — now relaunched in an all-new omni format. The online product is built on trust, responsibility, a broad game selection and fast payments, making Cherry the natural choice for a younger generation of players.
Together Gaming is the enabler behind the Group's success. Through the development of technical products — primarily our PAM platform — and financial solutions, the company operates as the beating heart of operations, powering every brand in the family to perform at its best. With TG behind us, we can move quickly on entrepreneurial opportunities in new markets.
One family, a shared commitment to responsible, high-quality entertainment — and a long-term home for great gaming companies.
Get in touch →Our approach
We invest with patience and conviction, backing companies through cycles rather than chasing the quarter.
We help our companies outperform their competitors — sharpening products, teams and technology to reach full potential.
We look for growing businesses that can be accelerated with a strong presence in the market in which they operate.
Sustainable, responsible gaming is the foundation of every brand in the family, today and tomorrow.
By the numbers
Where we are
SE · Commercial & Product
SE · Land-based
MT · Finance & Compliance
RS · Tech & Operations
If you have an idea or a growing company, we'd love to hear from you.
