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Interview series with Cherry: Fredrik Elmqvist, CEO of Yggdrasil Gaming | Redeye.se

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The company has already established itself amongst the most innovative. Software Supplier of the Year at the 9th International Gaming Awards.. Top-line growth for Yggdrasil during H1 2018 has been tremendous.

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In the next of our top gambling companies of interviews with the management of the different business areas of Cherry Group, we talk with Fredrik Elmqvist, CEO of Yggdrasil Gaming.
Cherry owns 84 percent of Yggdrasil at full dilution, and the firm has swiftly emerged as a high-quality and high-growth slots provider for the online casino industry.
The company has already established itself amongst the most innovative suppliers in the industry, winning a number of prestigious awards including Slot Provider of the Year at the 2018 EGR B2B Awards and iGaming Software Supplier of the Year at the 9th International Gaming Awards.
Top-line growth for Yggdrasil during H1 2018 has been tremendous.
H1 2018 sales amounted to SEK 34.
I believe we can talk about a true commercial breakthrough here.
Could you give us a short recap of the most important events thus far and what you are proudest of?
We now have more than 35 operators signed, including many of the largest top gambling companies the industry.
One particularly visit web page breakthrough was the launch of our own proprietary HTML5 platform, iSENSE 2.
Recently we also launched the promotional tool, Missions, which is the perfect way to create a more competitive environment within the games and an opportunity for operators to be creative when it comes to gamification.
This is an ever-important area given the competition in the online slots sector.
We have also launched a dedicated white-label slots development top gambling companies, that will transform the way slots are built in the coming years, and there is plenty more in the pipeline too.
It has been a fantastic journey so far, but we are only just getting started.
We have a deep strategic understanding of the online casino business and the development process itself, and this has been the bedrock of our success.
Despite scaling rapidly, we have maintained our agility and can-do attitude, so we are able to adapt to the fast-moving gaming environment.
Recruitment has also been an important part of our strategy.
We work hard to ensure our talented team has the freedom to innovate, and this has led to a number of industry-first concepts, like Super Free Spins, Missions and BRAG.
It also shows in our slots titles, which always bring something new to the table.
In what way will legacy issues with Flash-based slots affect the industry in the coming years?
Those providers that are yet to plan for it will be seriously impacted.
This is no real shock.
We were early compared to most of our competitors when we switched fully to HTML5, and some questioned the logic of the move, but we have clearly been vindicated.
With a future-proof platform in place, we have the freedom and agility to drive innovation forward in the coming years.
We are not held back by technical issues that drain resources and stunt growth.
It was both a big decision and a big investment to make the switch when we did, but it is paying off.
Could you tell us a little about the newly launched white-label game development studio offering for gaming operators?
Operators are always telling us that they want exclusive and customised content.
It is an area that has become a key differentiator.
While these operators know their customers, brand and strategy better than anyone else, they normally lack the development expertise to build this exclusive content themselves.
Yggdrasil White Label Studios is a full service design studio that will enter strategic commitments with operators to create permanently exclusive, tailored content.
It will be far more cost-efficient for operators to work in partnership with Yggdrasil, and lean on our expertise and industry-leading tools and platform.
We are hugely excited about the project.
W hat are your current challenges, both in the near and long term, regarding product development?
Recruiting to keep pace with our growth top gambling companies the biggest challenge.
We want to continue to expand into new markets while maintaining the same quality with all of our titles.
We have built our reputation on the quality of our content, so it is critical that growth does not come at its expense.
We have made some important hires in recent months, including Frida Gustafsson as our first dedicated CFO, but we will continue to expand our team at all levels.
We are always on the search for the right people, but they must be hungry for success and share the Yggdrasil ethos.
How do you think the upcoming re-regulations will affect the game providers such as yourself?
We see re-regulation as a major positive.
From the outset, Yggdrasil has been committed to sustainable growth in regulated markets and we now hold licences in Malta, Gibraltar, Romania and the UK.
It is important to keep a close eye on regulatory developments around Europe and beyond.
Good regulation that ensures best practice is essential for both customers and the industry as a whole.
Our strategy is to enter further regulated markets, where it makes commercial sense, which will enable further strong growth.
In the long-term, will you be broadening your product offers, for example to land-based slots or live casino products?
Our track record for releasing innovative new products shows we are certainly not afraid of broadening our offering into new areas.
We already boast a sizeable list of industry-firsts, and that is a list that will continue to grow.
While I cannot give away details at this stage, we are working on some new concepts that will prove to be game-changers in this space.
What will Yggdrasil look like in 3-5 years?
Our aim has never been to become the biggest slots developer; instead we have always focused on being the best.
We want Yggdrasil to remain a byword for quality in this industry, and we want our products to continue to drive innovation.
The gaming industry possesses a huge amount of untapped potential, and it can be hard to predict exactly what path it will take.
Cherry is a Swedish innovating and fast growing gaming company established in 1963.
The business strategy is to create shareholder value by owning and developing fast-growing and profitable businesses within the gaming and casino industry.
Cherry operates within five diversified business areas, Online Gaming through Cherry iGaming, Performance-based Marketing through Game Lounge, Gaming Technology through XCaliber, Game Development through Yggdrasil Gaming and Restaurant Casino through Cherry Spelgldje.
The objective is to grow organic in combination with strategic acquisitions of fast-growing companies.
Cherry employs around 900 people and has more than 4,600 shareholders.
The Companys B-shares are listed on AktieTorget.
VD Anders Holmgren Styrelseordförande Rolf Akerlind Webb Handelsplats Aktietorget Industri - Morten Klein 20.

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