Veikkaus Joins Finnish Gambling Industry Association Ahead Of Market Reform
The state-owned operator has joined the industry body as Finland prepares to introduce its multi-licensing gambling system in July 2027.
Veikkaus has joined the Finnish Gambling Industry Association as the state-owned betting and gaming operator continues preparations for Finland’s transition to a multi-licensing gambling market.
The move comes ahead of the country’s planned regulatory overhaul in July 2027, when Finland will move away from its existing monopoly structure for parts of the gambling market and introduce a commercial licensing system.
Veikkaus Strengthens Industry Cooperation
Founded in 2022, the Finnish Gambling Industry Association represents stakeholders across the country’s gambling sector and has been involved in discussions surrounding the development of the new regulatory framework.
Veikkaus CEO Olli Sarekoski said membership would allow the operator to work alongside other industry stakeholders as Finland implements the new system.
“The regulation of the gambling industry is changing across Europe, and Finland is no exception,” Sarekoski said.
“Therefore, it is natural for us to be involved in the protection of the interests of the industry together with key players. We want to strengthen the protection of the interests of the gambling industry, and co-operation is very important in ensuring the functionality of the future system. For us, it is also a key way to promote the common goals of the industry.”
Mika Kuismanen, CEO of the Finnish Gambling Industry Association, welcomed Veikkaus to the organisation and highlighted the cooperation between the two parties during the development of Finland’s gambling reforms.
“It is really great to have Veikkaus involved in the activities of the Finnish Gambling Industry Association. Over the past couple of years, we have had good co-operation with Veikkaus to reform the Finnish gambling market,” Kuismanen said.
“Veikkaus is a significant player in Finland, and its membership strengthens the representativeness and expertise of the industry’s advocacy. Veikkaus brings with it a wealth of experience and know-how from the Finnish gambling market.”
Operator Prepares For July 2027 Transition
Veikkaus has been undertaking a wider restructuring of its operations and leadership team ahead of the introduction of the new licensing framework.
Among its recent appointments, Ilkka Kosola has been named Chief Financial Officer, while former High 5 Games executive Chris Armes has joined as Chief Technology Officer. The operator has also created a number of new roles as it prepares to compete under the revised regulatory structure.
The changes have been accompanied by departures from the business, with former Deputy CEO Velipekka Nummikoski leaving at the end of August following 14 years with Veikkaus.
Finland’s transition to a multi-licensing system is scheduled for July 2027, with the reforms set to open parts of the country’s gambling market to licensed commercial operators.
