Veikkaus launches new OpenBet sportsbook ahead of Finnish market reform
The rollout introduces a cloud-based betting platform across 4,000 retail terminals and online, as Veikkaus prepares for market liberalisation by 2027.
Key points:
– Veikkaus debuts its new OpenBet-powered sports betting platform across digital and retail channels
– The upgrade supports Finland’s shift towards a more competitive gambling market by 2027
– Launch follows recent structural changes, including board appointments and B2B expansion via Fennica Gaming
Finland’s state-owned betting operator Veikkaus has launched its upgraded sports betting platform in partnership with OpenBet, marking a significant step as the company prepares for the country’s upcoming regulatory reform in 2027.
The cloud-based system is now live across both its online platform and a retail network of more than 4,000 point-of-sale terminals.
The integration provides Finnish players with an omnichannel betting experience and is designed to meet stricter compliance requirements while accommodating future market competition.
Good to know: Veikkaus’ long-term strategy has focused on modernising its infrastructure to prepare for the end of its monopoly on online betting and casino games
OpenBet, which supplies sportsbook solutions to 21 World Lottery Association (WLA) members globally, has delivered a modular, cloud-first architecture tailored to Veikkaus’ operational needs.
The platform features real-time scalability and includes Managed Trading Services that offer live odds, risk management and data support for over 300,000 in-play events annually.
The launch comes amid wider structural developments within Veikkaus. In April, the company announced changes to its Board of Directors during its annual meeting, with Charles Cohen and Martti Ala-Härkönen joining to support the organisation’s transformation strategy.
At the same time, B2B subsidiary Fennica Gaming confirmed the acquisition of a domestic game studio, adding over 200 titles and 50 staff to its development operations.
Veikkaus EVP for iCasino and Sports Betting, Jarrko Nordlund, noted: “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 Chief Customer Experience Officer Runa Walia Desai added: “Our technology ensures Veikkaus stays not only compliant, but competitive and future-ready, with a modern platform built for long-term success.”
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