{"id":9652,"date":"2025-06-03T09:36:27","date_gmt":"2025-06-03T08:36:27","guid":{"rendered":"https:\/\/sbceurasia.com\/en\/?p=9652"},"modified":"2025-06-03T09:36:32","modified_gmt":"2025-06-03T08:36:32","slug":"veikkaus-signs-deal-with-openbet-ahead-of-legislative-reforms","status":"publish","type":"post","link":"https:\/\/sbceurasia.com\/en\/2025\/06\/03\/veikkaus-signs-deal-with-openbet-ahead-of-legislative-reforms\/","title":{"rendered":"Veikkaus Signs Deal With OpenBet Ahead of Legislative Reforms"},"content":{"rendered":"\n<p>Ahead of significant market reforms in <strong>Finland<\/strong>, the country\u2019s state owned operator, <strong>Veikkaus<\/strong> has partnered with <strong>OpenBet<\/strong> for the launch of its new sports betting platform.<\/p>\n\n\n\n<p>As legislators look to open Finland\u2019s gambling sector to new operators and dismantle Veikkaus\u2019 monopoly on the market following the proposal of the<strong> Finnish Gambling Act,<\/strong> likely in either 2026 or 2027, the operator is looking to strengthen its offering ahead of facing competition for the first time.&nbsp;<\/p>\n\n\n\n<p>As a result, the state-owned operator has formed an alliance with OpenBet, leveraging the London-based sportsbook technology provider\u2019s proprietary platform, as well as its Managed Trading Services.&nbsp;<\/p>\n\n\n\n<p><strong>Runa Walia Desai<\/strong>, Chief Customer Experience Officer at OpenBet, explained: \u201cThis launch marks a major milestone for Veikkaus, and we\u2019re proud to stand alongside one of our key <strong>WLA<\/strong> partners at such a pivotal time.&nbsp;<\/p>\n\n\n\n<p>\u201cOur technology ensures Veikkaus stays not only compliant, but competitive and future-ready, with a modern platform built for long-term success.\u201d<\/p>\n\n\n\n<p>The move also sees OpenBet continue to grow its partner base within the World Lottery Association (WLA), of which Veikkaus is a member, with its technology and services continuing to be used by over 21 members.&nbsp;<\/p>\n\n\n\n<p>The partners are targeting the creation of an omnichannel betting experience for Veikkaus customers ahead of market reform and a likely influx of competitors, with multi-licence market launch likely in either 2026 or 2027.&nbsp;<\/p>\n\n\n\n<p>To achieve this, Veikkaus is leveraging OpenBet\u2019s services and products to support shared experiences across digital and retail verticals ahead of the nation\u2019s potential regulatory changes.&nbsp;<\/p>\n\n\n\n<p><strong>Jarrko Nordlund<\/strong>, EVP for iCasino and Sports Betting at Veikkaus, added: \u201cAs we prepare for increased competition within the market, working alongside the industry\u2019s most trusted, innovative, and scalable providers is key to enhancing our product and technological capabilities.&nbsp;<\/p>\n\n\n\n<p>\u201cLaunching with OpenBet\u2019s platform heralds a new era of sports betting within Finland, taking it to new heights and offering players a modernised experience they will truly appreciate.&nbsp;<\/p>\n\n\n\n<p>\u201cOpenBet\u2019s desire to innovate further and bring more groundbreaking concepts to the Finnish market really excites us and underpins our decision to establish a close, long-term partnership with the company.\u201d<\/p>\n\n\n\n<p>Following the landmark Finnish Gambling Act bill in March 2025, <strong>Georgi Iliev,<\/strong> Regulatory Compliance Manager at <strong>Delasport<\/strong>, spoke to<strong> SBC News<\/strong> about an exciting time for the Scandinavian nation\u2019s gambling industry as it approaches a competitive licensing model.<\/p>\n\n\n\n<p>He explained that as of April 2025, the Finnish iGaming market is experiencing notable growth, driven by evolving consumer behaviours and anticipated regulatory changes. As a result, Finland\u2019s gambling market forecast is expected to reach roughly <strong>\u20ac2.4bn<\/strong> by 2025 with the online segment being the main engine of growth.&nbsp;<\/p>\n\n\n\n<p>The issue for Veikkaus and Finnish policymakers is that many Finnish customers have been gaming illegally with offshore, unlicensed companies, leading to calls for change in recent years \u2013 calls that Veikkaus is supportive of despite the fact it will lose its monopoly.<\/p>\n\n\n\n<p>With market launch seemingly imminent, other companies have also been making preparations. <strong>Paf<\/strong>, which operates in the Finnish autonomous territory of Alland, recently partnered with Formula One legend <strong>Kimi R\u00e4ikk\u00f6nen<\/strong>, for example.<\/p>\n\n\n\n<p>Meanwhile, Sweden\u2019s <strong>AB Trav och Galopp (ATG)<\/strong>, the operator of horse racing betting in the country, has just signed a deal with one of Finland\u2019s leading racing bodies. With various stakeholders keeping a close watch on Finland, Veikkaus seems keen to ensure its platform will be able to endure any competition.<\/p>\n\n\n\n<p>OpenBet\u2019s Desai concluded on the new deal with Veikkaus: \u201cThis partnership highlights OpenBet\u2019s commitment to the lottery sector, responsible gaming, and localised strategies that deliver real impact. We look forward to supporting Veikkaus\u2019 growth through this exciting new chapter.\u201d<\/p>\n\n\n\n<p>Don&#8217;t forget to subscribe to our <a href=\"https:\/\/t.me\/sbceurasia\">Telegram channel<\/a>!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Ahead of significant market reforms in Finland, the country\u2019s state owned operator, Veikkaus has partnered with OpenBet for the launch of its new sports betting platform. As legislators look to open Finland\u2019s gambling sector to new operators and dismantle Veikkaus\u2019 monopoly on the market following the proposal of the Finnish Gambling Act, likely in either [&hellip;]<\/p>\n","protected":false},"author":7,"featured_media":9653,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"tdm_status":"","tdm_grid_status":"","footnotes":""},"categories":[5,1,24],"tags":[12816,904,12815,12020,12818,725,3672,12817,2873,4233,3051],"class_list":["post-9652","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-gambling","category-news","category-regulations","tag-ab-trav-och-galopp","tag-atg","tag-finnish-gambling-act","tag-jarkko-nordlund","tag-kimi-raikkonen","tag-openbet","tag-paf","tag-runa-valia-desai","tag-veikkaus","tag-wla","tag-world-lottery-association"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.1.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Veikkaus Signs Deal With OpenBet Ahead of Legislative Reforms - 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