In a major stride for a newcomer in the iGaming sector, Cherry Play, a boutique game studio launched in early 2025, has entered the Belgian market through a strategic partnership with StarCasino.be — one of the country’s most prominent online gaming platforms. The collaboration will see a curated suite of Cherry Play’s flagship slot titles integrated into StarCasino’s digital library. Backed by Bragg Gaming’s robust technology and a disruptive subscription-based licensing model, the deal not only broadens Cherry Play’s European footprint but also offers StarCasino a dynamic content refresh aimed at boosting player engagement and retention.

Disruptive Subscription Model Reinvents Game Integration

Unlike traditional game licensing arrangements, Cherry Play offers its portfolio via a fixed-subscription model, allowing operators like StarCasino to access an expanding game suite with predictable costs.
This strategy has proven especially attractive in highly regulated markets where operator margins are increasingly under pressure. By offering a simplified and scalable monetization model, Cherry Play reduces the overhead complexities of per-title licensing while giving casinos the flexibility to rapidly deploy new titles. This positions the studio not only as a content provider but as a strategic partner in revenue optimization.

According to StarCasino’s leadership, this model was a critical factor in accelerating the partnership’s closure. The subscription framework provides long-term value by supporting content agility and operational planning.

Slot Lineup Tailored to Belgian Player Preferences

The integration includes Cherry Play’s standout titles such as Chief Super Bet, Super Coin, and Multi Banks — each engineered for immersive gameplay and high volatility appeal.
These games have been tuned to resonate with Western European player behaviors, particularly those seeking fast-paced, visually compelling slot experiences. Each title incorporates dynamic win mechanics, progressive multipliers, and gamified bonus rounds designed to increase session time and repeat engagement.

The content drop will also include the studio’s proprietary Golden Cherry JackpotSystem — a retention-oriented tool designed to amplify the excitement of core slots with pooled jackpot opportunities.

Bragg Gaming Technology Enhances Backend Efficiency

Built atop Bragg Gaming’s cutting-edge iGaming infrastructure, Cherry Play’s products ensure seamless deployment, robust performance, and regulatory compliance.
By leveraging Bragg’s technology stack, Cherry Play has avoided the latency and integration hurdles that often challenge new entrants in the European iGaming market. The tech foundation facilitates rapid onboarding by operators, significantly reducing time-to-market while ensuring backend stability and analytics visibility.

This robust tech pedigree also enables easy scalability as Cherry Play expands across jurisdictions — a critical capability as the studio eyes further market penetration across the EU.

Strategic Expansion Beyond Belgian Borders

Although Cherry Play is a newcomer, it has already laid groundwork for pan-European expansion, having initiated operations in the Netherlands prior to its Belgian debut.
This swift entry into tightly regulated and competitive markets signals the studio’s strategic clarity and operational discipline. With localized content strategies and agile licensing models, Cherry Play is setting the stage for broader entry into other iGaming hotbeds including Sweden, Germany, and Romania.

The company’s leadership has indicated that further partnerships are in discussion, aimed at replicating its subscription-based integration model in markets with rising regulatory pressures and evolving content needs.

Leadership Optimism Reinforces Market Confidence

Olga Bejela, Cherry Play’s founder and CEO, hailed the partnership with StarCasino as a “major milestone” for the young studio, emphasizing the importance of localized innovation and collaborative scaling.
Bejela’s strategic outlook centers on the premise that player engagement can no longer be won through graphics alone — game studios must design with cultural nuance, progressive features, and operational scalability in mind. “Our titles are built for thrill-seekers. With games like Multi Banks and Super Coin, we’ve embedded mechanics that not only excite but retain,” she said.

This alignment of product design and commercial flexibility is central to the company’s market entry strategy and appears to be resonating with operators looking for differentiated content in saturated catalogs.

Operator Perspective: Why StarCasino Moved First

StarCasino, one of Belgium’s largest online gaming platforms, became the first operator in the country to offer Cherry Play’s catalogue — a move prompted as much by product appeal as by strategic fit.
According to S. Maene, Director of StarCasino, the game selection initially piqued interest, but it was the business model that sealed the deal. “We saw commercial flexibility and player-centric design in Cherry Play’s offering — that’s what made this partnership a no-brainer,” Maene noted.

By integrating Cherry Play’s content ahead of competitors, StarCasino has also scored a first-mover advantage in presenting exclusive slot experiences to Belgian players — a competitive edge in a highly regulated and brand-loyal market.

Implications for the Broader iGaming Ecosystem

Cherry Play’s entrance and early success signal a shift in how boutique game developers can compete with larger studios — through business model innovation rather than sheer scale.
The growing acceptance of subscription-based content delivery may alter the way operators structure vendor relationships, especially in jurisdictions with higher regulatory costs. Additionally, Cherry Play’s strategic use of Bragg Gaming’s infrastructure highlights the potential of technology partnerships in leveling the field for smaller developers.

This model, if successful across more markets, could pave the way for a new genre of “lean studios” that offer high-value content with minimal integration friction and pricing transparency.

Bottomline: A Studio to Watch in 2025 and Beyond

Cherry Play is more than just a promising newcomer — it represents the maturation of agile content creation in the iGaming world.
By securing a high-profile operator in a tightly regulated market within months of launch, the studio has validated its business model, tech stack, and design philosophy. For industry observers and investors alike, the firm’s trajectory will be worth tracking as it scales both its game library and regional presence.

The collaboration with StarCasino may be the beginning of a broader market reconfiguration — one where flexibility, localized innovation, and commercial sensibility become just as important as branding and volume.