Veikkaus, the state-run gambling operator in Finland, has launched its latest sports betting platform developed in collaboration with OpenBet. This move comes as part of the operator’s strategy to modernize its offering and prepare for the country’s transition to a more competitive online gambling market in 2027.

Tailored tech to support compliance and competition:

The updated solution—now live across Veikkaus’ digital operations and its extensive retail network of over 4,000 point-of-sale terminals—delivers a significantly enhanced user experience and marks a major evolution in Finland’s sports betting landscape. The platform was designed with future regulatory demands in mind and focuses on scalability, operational efficiency, and compliance.

“With only a few years before Finland’s current gambling structure undergoes a major transformation, we are committed to working with top-tier providers to strengthen both our product and technology,” said Jarrko Nordlund, Veikkaus’ Executive Vice President for iCasino and Sports Betting. “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.”

The deployment of OpenBet’s sportsbook is part of a broader strategic overhaul of Veikkaus’ technology infrastructure. OpenBet delivered a modular, cloud-first platform that automatically scales to meet demand, supporting real-time updates and ensuring 100% uptime during major sporting events. This setup is aligned with both operational agility and the highest compliance standards.

Veikkaus has also implemented OpenBet’s Managed Trading Services, which enhance its internal operations with real-time odds, risk management tools, and premium data content. The service supports more than 300,000 in-play events annually and is backed by a highly experienced trading team.

“Our technology ensures Veikkaus stays not only compliant, but competitive and future-ready, with a modern platform built for long-term success,” said Runa Walia Desai, Chief Customer Experience Officer at OpenBet, in the company’s press release. “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.”

The new platform offers Finnish bettors a seamless omnichannel experience, enabling consistent access and services across online and retail environments. The solution also allows Veikkaus to stay agile as it anticipates a shift in the country’s regulatory model, which will end its monopoly on online betting and casino games.

Reinforcing market readiness with broader transformation:

The launch follows other recent changes within the Veikkaus group aimed at reinforcing its long-term transformation strategy. During its April annual meeting, the operator announced updates to its Board of Directors, appointing Charles Cohen and Martti Ala-Härkönen. Meanwhile, its B2B subsidiary, Fennica Gaming, recently acquired a local game studio, adding 50 employees and over 200 game titles to its portfolio.

With OpenBet now powering 21 World Lottery Association (WLA) operators globally, the partnership with Veikkaus further solidifies its role in the lottery and sports betting sectors. This collaboration reflects Veikkaus’ commitment to responsible gaming and localized solutions while boosting its competitiveness in a rapidly evolving market.