By Tatiana Martins, journalist at G&M News.
With Parliament approving the new Gambling Act and Finland moving to a partial license-based market in 2027, how does Veikkaus interpret this reform from a strategic perspective: as a challenge, an opportunity, or both?
Veikkaus is very pleased that Finland’s gambling system is being reformed. The change is a major opportunity for Veikkaus to become even more competitive and dynamic players in the market, as well as to be a pioneer and trendsetter in many areas across the entire gambling industry. Every day, we work passionately, responsibly, and purposefully for better gaming.
Veikkaus will retain exclusivity over lotteries, scratch cards, and land-based gaming, while entering competition in online betting and casino under the licensing system. How is the company preparing operationally and technologically for this dual role as both a monopoly operator and a competitor?
Veikkaus Group already has two different divisions: lotteries and land-based gaming, and iGaming. Operationally, we are already working on this set up. Veikkaus has made major technological and organizational reforms to support our readiness to operate efficiently when the new system comes into effect in summer 2027. We are investing in new technologies and in recruiting international gaming, digital marketing and AI talent to join Veikkaus.
One of the reform’s core objectives is to reduce gambling-related harm while improving channelization into regulated offerings. How will the company adapt its responsible gambling tools and player protection measures in a more competitive environment?
Veikkaus has been, and wants to continue to be, a pioneer in responsible gambling within the industry. We have long had a responsible gambling framework in place, built on mandatory identification for all our games. We are currently developing an even more customer-oriented model that enables safe gaming on an individual basis. We are pleased that responsibility will also be a licensing condition, as this will finally ensure that all operators in Finland follow the same rules.
Estimates suggest that hundreds of millions of euros are currently spent on offshore operators. In your view, what will be the key factors to make the new Finnish licensing system attractive enough to bring players and operators into the regulated framework?
It is important that all operators considering applying for a license feel that the environment is such that it is worthwhile to do so. For example, marketing regulations must not be too strict, and happy to say, the new gambling law reflects this. However, it is also crucial that Finland finds sufficient instruments to address operators who act outside the licensing system. Supervision and sanctions must be heavy enough to prevent the emergence of a grey market.
With supervision moving to a new Licensing and Supervisory Authority and limited marketing now permitted for license holders, how do you see the balance between commercial freedom, effective enforcement against unlicensed operators, and consumer protection evolving in Finland?
It is in everyone’s best interest, operators, consumers, and the entire industry, that supervision works effectively. At the same time, there must also be sufficient freedom to market and build customer relationships, so that unlicensed operators are not able to establish business in Finland outside of all supervision, license, and taxation.