Finland's online gaming monopoly, Veikkaus, won't crumble, claims its Executive Vice President, as the organization readies for a competitive market.
Get ready for the shakeup, folks! Finland's gambling monopoly, Veikkaus, is set to rock the scene, revamping tech and poaching industry hotshots as they gear up for competition in the newly opened market.
In an exclusive chat with iGB, Jarkko Nordlund, Veikkaus' EVP of the soon-to-be-spun-out digital biz, spills the beans about his crucial mission: Proving the naysayers wrong! Nordlund takes the lead in a digital business arm, destined to provide consumer goods in Finland's loosening gambling market.
"Everybody's waiting for Veikkaus to bomb. But you know what? It's my personal crusade to turn 'em all around," Nordlund declares.
When Finland throws open its digital gambling market doors to private competitors in January 2027, the traditional 'ol Voice of the casino will be ready to seize the lead.
Vegging Out on Tech
Determined to keep up with the Joneses and secure their spot at the top, Veikkaus has its eyes on a sleek tech upgrade. That means revamping digital platforms, boosting service offerings, and recruiting industry heavyweights to strengthen their user experience and technology infrastructure, all in a bid to meet the needs of Finland's tech-savvy gaming public.
Game On: Partnership Parties
To bolster its gaming roster, Veikkaus has teamed up with game studios like Thunderkick, welcoming popular games to Finnish users. By forming these alliances, Veikkaus aims to keep players glued to their screens with top-shelf gaming experiences and electrifying content in a market filled with competitor offerings.
The Hybrid Model: Safety First
Post-liberalization, private operators will get their hands dirty with online casinos, virtual horse betting, and money bingo, while Veikkaus will hang on to control over lotteries and physical slot machines. This clever hybrid plan prioritizes consumer protection, generates government revenue, and funds social welfare, all while keeping a lid on offshore sites.
The Challenges Ahead
- Established Nordic Giants: Biggie-sized Nordic online gambling titans, like Kindred and Betsson, are licking their chops at the Finnish market, drawn by sky-high average revenue per user (ARPU) and an ever-expanding user base, projected to hit 1.31 million by 2029.
- Players Demand Transparency and Seamless Services: Finnish players are a demanding bunch, seeking hassle-free banking integrated with local infrastructures and crystal-clear bonus terms. Operators who nail the quick cash-outs and deal with bonus conditions upfront score big with player trust and loyalty.
- Liberalization Impact: Veikkaus experienced a sales slump of 7.3% in May 2025, already feeling the heat from the wave of private operators poised to invade the market.
So, buckle up, folks! Veikkaus is gearing up to defend its turf, thanks to its established brand, government backing, and clever strategy. Let's see how it all plays out when the market finally takes off!
- Veikkaus, with its focus on technology upgrade, aims to compete effectively in Finland's open market by enhancing digital platforms, boosting service offerings, and recruiting industry experts to improve user experience and technology infrastructure.
- To cater to the demands of Finnish consumers, Veikkaus has partnered with game studios like Thunderkick, offering popular games and creating top-quality gaming experiences to keep players engaged in a competitive market.
- In a hybrid business model, Veikkaus will maintain control over lotteries and physical slot machines, while private operators handle online casinos, virtual horse betting, and money bingo. This model prioritizes consumer protection, generates government revenue, and supports social welfare, while minimizing the impact of offshore sites.
- While Veikkaus confronts challenges from established Nordic giants like Kindred and Betsson, ambitious projections for market growth and player demands for transparency and seamless services must be met to capture and retain the trust of Finnish consumers. The market liberalization has already led to a 7.3% sales decline for Veikkaus in May 2025, signaling a competitive struggle ahead.
