Our story

Game Lounge was founded in 2011 by Jonas Cederholm and Fredrik Langeland with the vision to transform affiliate marketing for the igaming sector in the Nordics and beyond.

Fredrik Langeland

Jonas Cederholm

The company rapidly established itself as an industry leader in the field of SEO, and its affiliate sites get the vast majority of traffic through organic searches.

In January 2015, Swedish operator Cherry AB (PLC) acquired 51% of the shares in Game Lounge with the option to acquire more shares following this acquisition. This option was utilized in early 2018.

In September 2018 Game Lounge Sweden AB was incorporated and took ownership of 100% of Game Lounge Limited. By the end of 2018, Cherry AB fully owned Game Lounge Sweden AB.

As from 2019, EE Intressenter Bidco AB, a consortium which is comprised of the private equity firm Bridgepoint Advisers and a number of Cherry AB shareholders acquired Cherry AB’s shares. The Cherry AB group was delisted from the Nasdaq Stockholm Stock Exchange and became privately owned.

Game Lounge provides digital marketing for the global online Casino industry and amongst its assets, it owns a portfolio ofaffiliate sites targeting various markets worldwide, from the Nordics to Japan. The company also operates 2 white label casinos SveaCasino.com and Suomiautomaatti.com

Moreover, in 2017 Game Lounge purchased Lainat.fi an affiliate site in the personal loan industry, thus venturing into a new market segment.

Today, the Game Lounge Group is comprised of over 80 talented individuals located in 3 different offices across Europe, responsible for operating over 150 sites across eighteen markets. The Group is growing rapidly and continues to recruit more professionals to fulfil its vision of positioning itself at the top of the affiliate marketing sector and expanding its business in other market segments which are compatible with its business model.