Annual Report 2012.pdf - Cherry

PART 1 CHERRY – 50 YEAR ANNIVERSARY
6 | cherry 50 years
50 YEARS IN
THE SERVICES
OF PLAYERS
As we know, Cherry is 50 this year. It’s been 50 years
lined with great success, some misfortune – but above all –
fun & excitement. Follow us on an exciting journey that
started in 1963 and still continues today.
T
he year is 1963. A year that held many important
events. The Beatles released their first
album, the first James Bond film opened at
the cinema, John F Kennedy was assassinated in
Dallas and the Swedish Parliament introduced a
new law on four weeks holiday.
AB Restaurang Rouletter was founded on the
Saint Lucia Day, December 13, that very year by Bill
Lindwall and Rolf Lundström. It was the beginning
of the company that today, 50 years later, is called
Cherry and has experienced both impressive
success and tough setbacks.
The name clearly shows that the company was
engaged in roulette at restaurants. They mainly
had customers in central and southern Sweden,
and there were lots of students who wanted parttime
jobs as croupiers at their tables.
Two of these students, Per Hamberg and Lars
Kling, were keen on starting a company and trying
their own luck, with their main focus on northern
Sweden. The two companies were competitors for
some years, but in 1968 they decided it was better
to join together and work under the same flag.
Cherry was launched in 1972 as the name for
the joint company and the now famous cherries
began to be used as the logotype. The company
was ready to face new challenges and opportunities
– with a business concept based on fun & excitement
and responsibility.
The slot machine era
In 1972 Cherry began to understand what was
coming. So when a law came out the next year
that allowed slot machines at restaurants that has
licences to serve alcohol, Cherry was considerably
better equipped than its competitors.
Which soon proved to be the case – in a short
time Cherry took over half of the slot machine
market in Sweden. It became a nationwide company,
with offices in Solna, Gothenburg, Umeå
and Malmö. With the help of many young, newly
recruited, ambitious persons who received a lot of
freedom to take action.
from top left
roulette in the 60s
online gaming on a tablet 2012
entertainment in the 70s
branded slot machine
hi-tech anno 1978
cherry’s chips 2013
80s at casino orbis in poland