Poker ahoy!

02/21/2008

Malta licensed online gambling company Play Cherry Limited has developed an unusual business model that will see it offering Internet poker services on the Entraction network to passenger liners sailing in international waters. The company, which has 40 years of experience in the land gambling industry, has launched a website branded Play Cherry.com as the medium for the innovative service.

It has all the appearances of a very lucrative market - parent group Cherryforetagen holds gaming contracts on board vessels that transport approximately 25 million passengers yearly. The PlayCherry Ltd subsidiary in Malta will market PlayCherry.com online gambling aboard these ships whilst they are in international waters, circumventing the legal complications of working through different nations.

The Entraction network (formerly 24hPoker) will host the online activities through its own Malta-licensed subsidiary

"With more than 40 years' experience of gaming we have high demands on our partners and I am therefore satisfied that PlayCherry Ltd carries out its online venture together with Entraction, a company that offers a superior gaming experience in a secure and regulated environment," said Gunnar Lind, CEO Cherryföretagen.

"PlayCherry Ltd has a unique possibility to sign agreements to market the gaming services in cooperation with the vessels we already cooperate with as many of the passengers are interested in online gaming."

Peter Åström, CEO of Entraction commented: "There are probably few companies that know more about gaming in Europe and therefore we are particularly proud that PlayCherry Ltd has chosen to cooperate with us in their online venture."

Cherryforetragen is a public Swedish gaming company employing around 650 people, with slot machines in amusement halls in Denmark and gaming operations in restaurants in Sweden and on ships trafficking Northern Europe and in the Mediterranean.