{"id":10705,"date":"2025-09-08T13:11:04","date_gmt":"2025-09-08T12:11:04","guid":{"rendered":"https:\/\/sbceurasia.com\/en\/?p=10705"},"modified":"2025-09-08T13:11:08","modified_gmt":"2025-09-08T12:11:08","slug":"veikkaus-profit-declines-amid-preparations-for-the-2027-market-reform","status":"publish","type":"post","link":"https:\/\/sbceurasia.com\/en\/2025\/09\/08\/veikkaus-profit-declines-amid-preparations-for-the-2027-market-reform\/","title":{"rendered":"Veikkaus Profit Declines Amid Preparations for the 2027 Market Reform"},"content":{"rendered":"\n

Data from Veikkaus Group<\/strong> reveals minor turbulence in the Finnish market ahead of its scheduled re-regulation in 2027.<\/p>\n\n\n\n

Veikkaus\u2019 operating profit for the period January-June 2025 was capped at \u20ac230m ($250.7m) compared to the \u20ac252m ($274.7m) for the same period last year.<\/p>\n\n\n\n

Actual sales revenue in the first half of this year totalled \u20ac466m ($507.9m)  (H1 \u201824: \u20ac484m\/$527.6m), which includes GGR and turnover from other business activities.<\/p>\n\n\n\n

Addressing the declines, the state-owned operator attributed them to the delayed launch of its new lottery game Milli<\/strong>, lower Eurojackpot<\/strong> levels, changes in general consumer behaviour and decreasing customer purchasing power.<\/p>\n\n\n\n

Finland\u2019s total gambling market shrunk by 0.7% YoY, totalling \u20ac970m ($1 057,3m)  in GGR for the six months ending June. Veikkaus\u2019 total market share dropped 2 points YoY to around 48%.<\/p>\n\n\n\n

The total value of Finland\u2019s iGaming market was \u20ac790m ($861.1m)  in the first half of the year. According to data from H2 Gambling Capital,<\/em> Veiukkaus accounted for 36% of the total digital gambling market share in Finland, dropping 1% YoY.<\/p>\n\n\n\n

Internal estimates revealed that 60.9% of the total Veikkaus GGR came from digital channels (up 0.4% YoY), while 39.1% was generated from physical points of sale.<\/p>\n\n\n\n

Lottery holds Veikkaus status<\/strong><\/p>\n\n\n\n

Splitting internal reporting into two segments, Veikkaus also provided figures on \u201cLottery and Land-Based Gaming\u201d and \u201cBetting and iCasino\u201d.<\/p>\n\n\n\n

Lottery and land-based gaming GGR came at \u20ac318m ($347.6m) down from \u20ac331m ($360.8m) in H1 2024. <\/p>\n\n\n\n

Lottery-specific GGR between January and June dropped to \u20ac246m ( $268.1m) (\u20ac256m\/$279m), attributed to lower Eurojackpot prize levels and a smaller number of draws.<\/p>\n\n\n\n

Total GGR from slot machines and physical table games stood at \u20ac71.3m ($77.7m) (\u20ac75m\/$81.8m), with the decline caused by a reduction in the number of slot machines as Veikkaus implements a digital-first strategy.<\/p>\n\n\n\n

Betting and iCasino came at \u20ac146m ($159.1m) in GGR, down from the \u20ac152m ($165.7m) for the same period last year. \u201cWeak gross gaming margin development\u201d across Toto games, as well as slow down in international football during the summer brought betting-specific GGR down.<\/p>\n\n\n\n

The betting GGR drop was offset by a strong online casino performance, with in-house game launches by Veikkaus returning solid revenue gains.<\/p>\n\n\n\n

All in all, lottery and land-based gaming represented 68.8% of Veikkaus\u2019 gambling revenue in Finland, while betting and iCasino represented approximately 31.2%. <\/p>\n\n\n\n

Veikkaus\u2019 CFO Regina Sippel<\/strong> said: \u201cDuring the first half of the year, we have implemented Veikkaus\u2019 strategy as planned and invested in the development of both domestic business and international growth. <\/p>\n\n\n\n

\u201cThe beginning of the year has been very promising for our international business subsidiary, Fennica Gaming.\u201d<\/p>\n\n\n\n

Player numbers increase ahead of transition<\/strong><\/p>\n\n\n\n

Interestingly, despite the previously mentioned decline in purchasing power, Veikkaus saw an uptick of 25,000 registered customers in H1 compared to the same period last year. This amounted to a total of 2,625,000 players, and serves as a sign that the market is increasing ahead of the transition.<\/p>\n\n\n\n

Overall, the declining revenues were expected given that the market is currently in its transition period as Finland prepares to limit the Veikkaus monopoly and open up the market to competition in 2027.<\/p>\n\n\n\n

However, experts believe that the market\u2019s value will quickly rebound after international players move in, reaching above the \u20ac2bn ($2.18bn)  mark within just a few years.<\/p>\n\n\n\n

And while the government will tap into a new source of tax revenue as well, the market will carry a new sense of regulatory responsibility with it when moving forward.<\/p>\n\n\n\n

Don\u2019t forget to subscribe to our Telegram channel!<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Data from Veikkaus Group reveals minor turbulence in the Finnish market ahead of its scheduled re-regulation in 2027. Veikkaus\u2019 operating profit for the period January-June 2025 was capped at \u20ac230m ($250.7m) compared to the \u20ac252m ($274.7m) for the same period last year. Actual sales revenue in the first half of this year totalled \u20ac466m ($507.9m)  […]<\/p>\n","protected":false},"author":10,"featured_media":10706,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"tdm_status":"","tdm_grid_status":"","footnotes":""},"categories":[5,1,24,564],"tags":[2872,2994,3624,46,3425,13874,61,13873,5703,99,13875,116,2873],"class_list":["post-10705","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-gambling","category-news","category-regulations","category-slider","tag-eurojackpot","tag-financial-results","tag-finland","tag-gambling","tag-gaming-market","tag-gaming-reform","tag-lottery","tag-milli","tag-monopoly","tag-online-casino","tag-regina-sippel","tag-regulation","tag-veikkaus"],"yoast_head":"\nVeikkaus Profit Declines Amid Preparations for the 2027 Market Reform - SBC EURASIA EN<\/title>\n<meta name=\"description\" content=\"Data from Veikkaus Group reveals minor turbulence in the Finnish market ahead of its scheduled re-regulation in 2027.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/sbceurasia.com\/en\/2025\/09\/08\/veikkaus-profit-declines-amid-preparations-for-the-2027-market-reform\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Veikkaus Profit Declines Amid Preparations for the 2027 Market Reform - 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