Gaming affiliate firm Game Lounge has announced a pair of deals with Swedish media company Aftonbladet and the Schibsted media group.  

As part of the deal, the subsidiary of Cherry will offer Aftonbladet a new marketing channel to enable it to manage customer contacts with casino sites that hold Swedish licences under the newly re-regulated Swedish gaming market that launches next year. 

Under the terms of the agreement Game Lounge will create a comparison site for casino and betting, as well as linked content and technology solutions. Speaking about the deal, the CEO of Game Lounge, Jonas Cederholm, said that the deal was an indication of the future of the gaming media market, in which partnerships are likely to be more common: 

“We are pleased that Schibsted chose to use our technology to develop its business in today’s undeniably fierce media landscape. This gives us the strength to show that we can provide such a large publicist with the best technology.” 

Aftonbladet is currently regarded as the largest news site in Sweden, attracting more than 3.4 million visitors every day, making it an attractive partner for Game Lounge.  

The deal comes soon after Cherry became one of the biggest betting companies to be awarded a licence by the Lotteriinspektionen, the Swedish regulator, earning approval for all of its eight gaming and betting products: Casinostugan, Cherry Casino, ComeOn, Hajper, Mobilautomaten, Snabbare and two other partner brands. 

Image sourced from Shutterstock. 

Published by Marcus Holland

Marcus Holland is a professional betting and financial trading writer. He has been published on various leading websites including The Street,,, and Futures Mag. You can contact Marcus at

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