This photo shows the two founder Bill Lindwall and Rolf Lundstrom in their first casino operation in 1963 at first they focused in southern and central Sweden. There was not a single year in which they did not expanded their business.

The 2002 Pontus Lindwall the kids in the picture (guess) was made President, since then the company has been very profitable. In 2004 he acquired outstanding shares in Betsson, acquired Knutsson Casino and Engdahl Casino and expanded to Malta and Chile. They had a foothold in Russia with their Cheery brand casino "Metelitsa". They springled cherries brand in Moscow area until they were all force to close down and relocate.

Under the new leadership of Gunnar Lind as President and CEO of Cherry Co(PLC) they crossed the English Channel, North Sea and Irish Sea by acquisition of the Astral Marine Services Ltd (sort of) "maritime games" in our parlance today the "cruise ship".

By 2011 Emil Sunvisson became the new CEO with his pet project "CherryAffiliate.com the biggest lottery with daily drawings of the EuroLotto.com.

The name Cherry and Cherry logo were registered in 1972.