PART 1 dEVELOPMENT PROjECTS Yggdrasil Gaming: New gaming company with innovative number games 16 | | cherry 50 years
Yggdrasil Gaming is a completely new gaming company founded by industry veteran Fredrik Elmqvist. Yggdrasil supplies innovative and exciting number games on the Internet, which are sold to different operators. <strong>Cherry</strong> is both a pilot customer and a financial investor in the company. For <strong>Cherry</strong> this investment is a step towards standing out from the rest and keeping one step ahead of competitors. Fredrik Elmqvist, former CEO of Net Entertainment Malta, is running Yggdrasil together with a close-knit team of colleagues with solid backgrounds in both online casino and state regulated lotteries. Number games are deeply rooted in our consciousness, but Yggdrasil is the first on the market to make use of the popularity of number games and combine them with other well-proven gaming concepts. “Most people often have one or more favourite numbers, so we start by giving the player opportunities to play their favourite numbers by clicking, choosing, doubling up and scratching their favourite numbers,” says Fredrik Elmqvist, CEO of Yggdrasil Gaming. With their concept “NUMB3RS L0V3RS”, Yggdrasil offers a In 2011 the lottery market amounted to $ 262 billion. A large part of the lottery market is expected to move online, in what is called “the Final Frontier”. wide range of lottery games, including the action packed 3D- Keno, and scratch lotteries for occasional players and high-rollers. The games are available on computers, mobiles and tablets, and offer support for 11 European languages and several different currencies. In 2011 the lottery market amounted to $ 262 billion. A large part of the lottery market is expected to move online, in what is called “the Final Frontier” in the gaming market, after sport gaming, bingo, casino and poker have successfully established themselves online. “We intend to be a key player for operators who want to take market shares for number games on the Internet,” continues Fredrik Elmqvist. “We therefore offer our licensed customers a full-scale product portfolio of innovative games for both newcomers and veterans.” Yggdrasil’s business concept is to supply its gaming portfolio to licensed gaming operators, with the focus on Europe. There is a big demand for many operators to reinforce their offering in number games, which today is an underrepresented product category at private gaming operators on the Internet. <strong>Cherry</strong> will as a pilot customer be able to derive significant benefits from Yggdrasil Gaming’s innovative gaming catalogue. The products will be offered on <strong>Cherry</strong>’s web pages. “As a financial investor we hope that the investment will gene- rate a good yield for our shareholders,” says Emil Sunvisson, CEO of <strong>Cherry</strong>. The tree of life The regenerative power in Yggdrasil is our innovative gaming catalogue, according to Fredrik Elmqvist. “In the gaming industry everything is called something like Game, Tech, Play, Bet–and so on,” says Fredrik Elmqvist. “Reasonably generic. I wanted to have something that stood out, but still has associations with the Nordic. And then the name Yggdrasil wasn’t charged with values, so you could more or less fill it with whatever you wanted to.” “Yggdrasil is the tree of life in the old mythology. We try to create different worlds for our games and at the same time create our own world on the basis of the experiences and lessons we have brought with us to the business adventure.” cherry 50 years | 17
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