Veikkaus, Finland’s state-owned gambling operator, is rolling out a new individual care model to strengthen responsible gaming and protect younger players. From June 9, customers will encounter loss “checkpoints” when their gambling reaches predefined thresholds, with proactive interventions by the Veikkaus care team. This initiative is part of a broader strategy to adapt to the evolving gambling market and improve harm prevention.

Age-Specific Loss Thresholds

Under the new model, the first loss checkpoint for customers aged 18 to 19 is set at €4,000, with an annual maximum loss limit of €8,000. Players aged 20 to 24 will be contacted when losses reach €8,000, with an annual limit of €24,000. Customers aged 25 and over will encounter their first checkpoint at €24,000. These thresholds are applied to online gambling, while slot machines and table games at Casino Helsinki continue to use separate monitoring tools.

When a customer reaches a checkpoint, they will be directed to discuss their gambling behavior with a Veikkaus specialist. The discussion assesses the player’s situation according to a predefined operating model. If the customer chooses to continue gambling, a new loss checkpoint can be mutually agreed upon. Susanna Saikkonen, Veikkaus’ Vice President of Sustainability, explained in a press release, “Lower loss limits are set for young customers because their financial and life situations are often still developing, and the risks associated with gambling may be greater. These limits are a preventive measure intended to support safe and controlled gambling and help young people monitor their gambling and pause when necessary.”

Veikkaus already makes thousands of care calls each year and provides informative, awareness-raising messages through its services. The new checkpoints expand this approach, allowing staff to intervene in real time as gambling activity reaches critical levels. Saikkonen emphasized that the operator’s goal is to identify harmful gaming more effectively and provide preventive care communications, giving players the tools to understand and manage their behavior.

Context of Finland’s Gambling Market

The introduction of the individual care model comes ahead of major regulatory changes in Finland. The country will transition to a multi-licensing system on July 1, 2027, opening the market to both B2C and B2B operators. Over 30 licence applications have already been submitted, though many applicants are awaiting full clarity on rules surrounding responsible gambling, self-exclusion, and loss limits. Industry experts, such as Jaakko Soininen from Finnplay, have noted that these uncertainties are causing some operators to hesitate.

Veikkaus’ proactive approach with age-specific limits and checkpoints positions it as a frontrunner in responsible gaming as Finland prepares for a more competitive, multi-licensed environment. By combining real-time data monitoring, personalized interventions, and carefully calibrated loss thresholds, Veikkaus aims to provide a safer gambling experience while preparing for a changing market landscape.