Veikkaus has strengthened its product offering through a new partnership with Wazdan.
Through the deal, facilitated by Light & Wonder’s aggregation platform, a selection of Wazdan’s slot titles will be integrated into the Veikkaus platform.
The collaboration will begin with three titles: Hot Slot: 777 Platinum Crown, Hot Slot: 777 Gold Crown and Mighty Hot: 777. It will then expand to a wider range of games, including Sizzling 777 Deluxe, Mighty Crown: Legacy of Mars, Magic Fruits Deluxe, Hot Slot: 777 Cash Out, Magic Fruits 4 Deluxe, Hot Slot: 777 Coins and Valhalla.
Riikka Seppänen, Vice President of iCasino at Veikkaus, said: “We are delighted to welcome Wazdan to the Finnish market. This partnership aligns perfectly with our commitment to providing a world-class gaming experience, and we are confident their titles will be a major success with our players.”
Wazdan emphasised that the partnership continues its strategy of establishing itself with operators in regulated markets and building its global profile.
Bekki D’Agata, Commercial Director at Wazdan, added: “Finland is an important market for us, and as with every region we choose to do business in, it is crucial that we partner with the most established name in the market and gain the valuable insight that comes with it.
“We look forward to working closely with the Veikkaus team and bringing more of our high-quality content to its players.”
A time for change
Wazdan entered Finland at a time of significant market change.
Veikkaus is preparing to relinquish its long-held monopoly position in Finland after the country’s parliament passed the new Gambling Act on 18 December 2025, opening online casinos and betting to competition, with the licensed market launching on 1 July 2027.
19 licences have been granted so far, including for LeoVegas and FDJ United.
One of the key reasons for transitioning the market was to address a channelisation rate that stands at 50%.
Given that this is the case, Antti Koivula, Chief Compliance Officer at Hippos ATG, another operator that has gained a licence, told iGaming Expert that competition will be fierce for customer acquisition.
He said: “Finland will be highly competitive from the beginning. While the licensing system is new, the customers and much of the competition are not. “Finnish consumers have used international gambling services for years, and several operators already have established customer relationships.
“Customer acquisition will be a major challenge, particularly given Finland’s relatively restrictive marketing framework. Traditional affiliate marketing and several other common acquisition methods will not be available, requiring operators to find effective ways to reach consumers and build brand awareness.”
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