Veikkaus, Finland’s state-owned gambling operator, has announced the appointment of Jyri Lassi as its new General Counsel. Effective from September 1, 2025, Lassi will replace Hanna Kyrki, who is departing for a new role at Summa Defence. Lassi’s appointment comes at a crucial moment for Veikkaus, as Finland prepares to transition from a gambling monopoly to a multi-license market. This change, scheduled for 2026, will open the door for other companies to apply for licenses for sports betting and online casinos in Finland, challenging Veikkaus’ long-standing monopoly.

A strategic appointment to navigate legal challenges:

Lassi brings extensive experience in legal and compliance roles across internationally operating companies. Most recently, he served as the Chief Legal Officer at Virta Global, a company specializing in electric vehicle charging services, where he led legal operations starting in 2022. His prior experience includes significant leadership roles such as General Counsel at Varjo Technologies, a virtual reality hardware manufacturer, and Vice President of Legal at PayPal. His legal career also includes a tenure at Nokia, where he spent over eight years managing legal affairs.

Veikkaus CEO Olli Sarekoski expressed confidence in Lassi’s ability to guide the company through the challenges of the changing gambling landscape. “Jyri Lassi has very diverse work experience in responsible and challenging legal positions in internationally operating companies. I am convinced that with his expertise, we will move forward in a determined and controlled manner in the changing operating environment of the gambling industry,” Sarekoski said.

Lassi’s appointment comes as Veikkaus faces the dissolution of its monopoly status in Finland. By 2026, Finland will introduce a multi-license system, allowing other gambling operators to enter the market, including those offering sports betting and online casino services. This shift represents a significant transformation for Veikkaus, which has long held a dominant position in the country’s gambling sector.

In response to these changes, Lassi emphasized the opportunities that the evolving market presents. “Veikkaus is in an interesting situation as its monopoly position in Finland is being dissolved. The competitive situation offers the company great opportunities to grow and develop into an even more significant player, even internationally,” Lassi commented. “It is a privilege to soon be part of that journey and to be able to influence Veikkaus’ new direction together with other employees of the company.”

Veikkaus’ modernization efforts:

Lassi’s appointment aligns with Veikkaus’ ongoing efforts to modernize its operations in preparation for the upcoming market liberalization. Recently, the company launched a new sports betting platform powered by OpenBet, a leading technology provider in the industry. This platform is designed to handle larger volumes of sports betting while maintaining compliance with regulatory requirements. The addition of Lassi to Veikkaus’ executive team signals the company’s commitment to adapting to the increasingly competitive and dynamic gambling environment.

Veikkaus is also focused on expanding its international presence, and Lassi’s diverse background in global companies positions him well to contribute to the company’s long-term strategic goals. Under his leadership, Veikkaus aims to strengthen its position in the global gambling market and remain competitive as the landscape evolves.

Lassi’s appointment comes at a time when Veikkaus is navigating significant changes in Finland’s gambling regulations. While the company prepares for the introduction of competition in its home market, Lassi sees this as an opportunity for growth. “The competitive situation offers the company great opportunities to grow and develop into an even more significant player, even internationally,” he noted in the company’s press release.

As Veikkaus transitions from a state-run monopoly to a more open and competitive environment, Lassi’s legal expertise will be critical in ensuring the company’s continued success and compliance. His experience in managing complex legal challenges in international markets will be invaluable as Veikkaus seeks to enhance its competitive edge in both the Finnish and international gambling markets.