Ahead of significant market reforms in Finland, the country’s state owned operator, Veikkaus has partnered with OpenBet for the launch of its new sports betting platform.

As legislators look to open Finland’s gambling sector to new operators and dismantle Veikkaus’ monopoly on the market following the proposal of the Finnish Gambling Act, likely in either 2026 or 2027, the operator is looking to strengthen its offering ahead of facing competition for the first time. 

As a result, the state-owned operator has formed an alliance with OpenBet, leveraging the London-based sportsbook technology provider’s proprietary platform, as well as its Managed Trading Services. 

Runa Walia Desai, Chief Customer Experience Officer at OpenBet, explained: “This launch marks a major milestone for Veikkaus, and we’re proud to stand alongside one of our key WLA partners at such a pivotal time. 

“Our technology ensures Veikkaus stays not only compliant, but competitive and future-ready, with a modern platform built for long-term success.”

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. 

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. 

To achieve this, Veikkaus is leveraging OpenBet’s services and products to support shared experiences across digital and retail verticals ahead of the nation’s potential regulatory changes. 

Jarrko Nordlund, EVP for iCasino and Sports Betting at Veikkaus, added: “As we prepare for increased competition within the market, working alongside the industry’s most trusted, innovative, and scalable providers is key to enhancing our product and technological capabilities. 

“Launching with OpenBet’s 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. 

“OpenBet’s 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.”

Following the landmark Finnish Gambling Act bill in March 2025, Georgi Iliev, Regulatory Compliance Manager at Delasport, spoke to SBC News about an exciting time for the Scandinavian nation’s gambling industry as it approaches a competitive licensing model.

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’s gambling market forecast is expected to reach roughly €2.4bn by 2025 with the online segment being the main engine of growth. 

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 – calls that Veikkaus is supportive of despite the fact it will lose its monopoly.

With market launch seemingly imminent, other companies have also been making preparations. Paf, which operates in the Finnish autonomous territory of Alland, recently partnered with Formula One legend Kimi Räikkönen, for example.

Meanwhile, Sweden’s AB Trav och Galopp (ATG), the operator of horse racing betting in the country, has just signed a deal with one of Finland’s 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.

OpenBet’s Desai concluded on the new deal with Veikkaus: “This partnership highlights OpenBet’s commitment to the lottery sector, responsible gaming, and localised strategies that deliver real impact. We look forward to supporting Veikkaus’ growth through this exciting new chapter.”

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