You beat me to it!!
It is indeed run by Barcrest, famed for producing UK Fruit Machines. Among UK Fruitie players, Barcrest are also famed for producing games with emptier after emptier.
It seems that they are muscling in on the online casino industry. Fruit Machine play has been in decline here, since newer Fruit Machines resemble the random games as seen online, but with the disadvantage of lower payouts - some as low as 70%.
Mailers have been sent to all Fruitie players who registered for the Barcrest players' lounge, or the newer replacement.
As these are new, beware that T & C may not be what we are used to. I will certainly have a look, and may try a little.
If they have introduced some of their Fruit Machines for online play at casino style percentage payouts I am sure they will get an avalanche of players from the UK, however their business acumen has not been that impressive in the past, so I doubt it.
"Kerching" was the name of one of their fruit machines from a couple of years ago, it was crap.