As the Finnish gambling market is about to open, the state-owned operator Veikkaus has announced the launch of a new sports betting platform in collaboration with the global leading technology provider OpenBet, laying the foundation for future market competition.
The newly launched cloud system has been deployed to Veikkaus's online platform and over 4,000 retail terminals across Finland, offering a unified multi-channel betting experience. The new platform not only enhances compliance capabilities but also prepares for the upcoming market regulation reforms in 2027.
Veikkaus states that this upgrade is an important part of the company's infrastructure modernization strategy, preparing for a gradual exit from the monopoly position in online gambling and online casinos.
OpenBet provides solutions for 21 members of the World Lottery Association (WLA), offering Veikkaus a modular, cloud-first sports betting platform that supports real-time scaling and management, covering odds, risk control, and data support for over 300,000 events annually.
The launch of the new platform coincides with Veikkaus undergoing organizational restructuring. In April this year, the company's board introduced two new members, Charles Cohen and Martti Ala-Härkönen, to assist in the transformation strategy. Meanwhile, its B2B subsidiary Fennica Gaming announced the acquisition of a local game studio, expanding its gaming products to over 200 titles and adding 50 new employees.
Veikkaus's Executive Vice President of Sports Betting, Jarrko Nordlund, stated that the platform "ushers in a new era of sports betting in Finland," enhancing user experience and market competitiveness. OpenBet's Chief Customer Experience Officer, Runa Walia Desai, added, "Our technology has created a compliant, forward-looking platform for Veikkaus that is adaptable to future challenges."
