Boutique Game Studio Cherry Play Enters the Belgian Market Through a Partnership with StarCasino

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

In a significant move for a rising star in the iGaming industry, Cherry Play, a boutique game studio launched earlier this year, has entered the Belgian market through a partnership with StarCasino.be - one of the country’s premier online gaming platforms. The collaboration will see a selection of Cherry Play’s flagship slot titles integrated into StarCasino’s digital library. Backed by Bragg Gaming’s technology and a unique subscription-based licensing model, the deal not only expands Cherry Play’s European footprint but also offers StarCasino a dynamic content refresh aimed at boosting player engagement and retention.

Unlike traditional game licensing arrangements, Cherry Play offers its portfolio via a fixed-subscription model, granting operators like StarCasino access to an expanding game suite with predictable costs. This strategy is especially attractive in highly regulated markets where operator margins are increasingly pressured. 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 also 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.

The integration includes Cherry Play’s standout titles such as Chief Super Bet, Super Coin, and Multi Banks — each designed 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.

Built on Bragg Gaming’s state-of-the-art iGaming infrastructure, Cherry Play’s products ensure seamless deployment, robust performance, and regulatory compliance. By leveraging Bragg’s technology stack, Cherry Play has bypassed the latency and integration hurdles that often challenge new entrants in the European iGaming market. This 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.

Although Cherry Play is a newcomer, it has already hit the ground running with pan-European expansion in mind, having launched operations in the Netherlands earlier this year. This swift entry into tightly regulated and competitive markets speaks to 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 surging regulatory pressures and evolving content needs.

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,” added Bejela, highlighting the studio’s focus on session duration and repeat engagement.

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.

StarCasino, one of Belgium’s largest online gaming platforms, becomes 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. We’re always looking for new and engaging content to present to our players,” Maene noted, highlighting the competitive pressure in a highly regulated and brand-loyal market.

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.

Cherry Play’s early success signals 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