Players participating in Veikkaus games, including scratch cards such as Ässä and Casino lottery, will soon be required to verify their identity.
This move follows a similar identification requirement implemented earlier this year for coupon games like Lotto and Eurojackpot. The transition comes as Veikkaus responds to new industry norms by attempting to embrace responsible gaming practices.
Notably, this regulatory change coincides with the ongoing efforts to reform Finland's online gambling monopoly, currently overseen by Veikkaus.
Identification can be completed through various means, including the Veikkaus card, a driver's licence, a personal identification card, a Kela card or a mobile card available through the Veikkaus application.
Ville Venojärvi, director of Veikkaus' sweepstakes, pointed out: "The conditions for identification of scratch cards are good because we have a very large customer base with the identification of coupon games."
As with the current procedure, lottery winnings from scratch cards will still need to be scratched to reveal the prize. Identification information is then provided when claiming the prize, which is entered into the sales terminal.
Additionally, the reforms coincide with the ongoing transformation in the European gaming industry, as the European Gaming and Betting Association (EGBA) has been advocating for such reforms in Finland, where the state-owned Veikkaus holds a monopoly on online gambling.
Earlier this year, Pragmatic Play, a provider of online casino games, established its first partnership in Finland with Veikkaus. As part of this partnership, Finnish players gained access to a selection of Pragmatic Play's slot games, including Sugar Rush and Gates of Olympus.
Under the new proposals, operators offering online gambling, including casino games and betting activities, would be required to apply for a licence. This reform is part of a broader legislative project that includes fees, taxation, safer gambling legislation and advertising regulations.
At present, Veikkaus has the exclusive right to offer gambling services in Finland and operates all gambling games offered in the country, including lotteries, casinos and betting.
While these reforms indicate a commitment to responsible gaming and increased player safety, they also align with international industry standards, providing Finnish players with a safer and more enjoyable gambling experience. These changes promise to preserve the benefits of the gambling industry for Finnish society as a whole, ensuring that the nation's gaming landscape continues to evolve responsibly.
