Veikkaus: Going International is Key to Growth Strategy

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Veikkaus is preparing for a new era, and the preparations will continue this autumn. Preparations are underway to change the gambling system, with a section of the market opening to competition at the beginning of 2026, as laid down in a Government Programme entry.

As a result, some of the digital gambling operations online become part of the international license-based gambling market. However, according to the plans, Lotto and the physical slot machines will remain under Veikkaus’ monopoly.

“Preparing for the shift in the gambling industry and going international are key to Veikkaus’ growth strategy,” Olli Sarekoski, President and CEO of Veikkaus, said.

According to Mr Sarekoski, Veikkaus will make strong investments in new business.

“We are building a future where Veikkaus is Finland’s leading gambling company and a significant operator in the international market,” he said.

Veikkaus’ aim is to achieve a sustainable and lucrative business model that will guarantee the company’s competitiveness even in the future. This will also entail changes to the organisational structure, which will be further discussed in the upcoming cooperation negotiations that will be launched in September.

The negotiations will cover almost the entire organisation, and a total of 825 members of Veikkaus’ personnel. The negotiations may lead to the termination of employment relations of a maximum of ca. 240 people and to material changes to the terms of employment of a maximum of 195 people will change.

The objective is also to reduce the number of gambling locations from 65 arcades to 40–50 arcades. The cooperation negotiations will also concern the potential closure of Casino Tampere.

Veikkaus is aiming at an operating model enabling it to focus on its core business. The goal is to be able to respond to the changes affecting Veikkaus’ mission and operating environment, as well as the gambling industry in general.

“We want to be competitive in the upcoming license-based market and viable in the monopoly market. That is why we need to make operational changes that cover the whole company,” Mr Sarekoski said.

The ongoing transition in the gambling industry, together with the change in the system will take Veikkaus into a new era.

“It will bring with it many parallel changes. We will go through the whole organization from the perspective of lucrativeness and growth. We will also have to make difficult decisions. For some, these changes may mean the termination of their employment relation. We will be caring for and looking after them,” Mr Sarekoski added.

After starting out as an affiliate in 2009 and developing some recognized review portals, I have moved deeper into journalism and media. My experience has lead me to move into the B2B sector and write about compliance updates and report around the happenings of the online and land based gaming sector.