Veikkaus is preparing for Finland’s upcoming gambling market reform with a new round of change negotiations that could reshape parts of its workforce.

The state-owned operator submitted its negotiation proposal on September 2, covering the Data & AI unit, two business units and finance teams. The process could result in 15 current positions ending, while 17 new roles are planned within the company. Four existing positions could also undergo substantial changes.

Veikkaus expects the negotiations to last around three weeks. The company said the changes reflect the skills and working methods it will need as Finland approaches the July 2027 opening of its licence-based gambling market.

Reija Airas, EVP, People, Culture & Communications, said in a press release that the organisation expects the content of some roles to change significantly during the transition.

“The new market situation requires us to be able to renew our capabilities and ways of working. What is essential in this change is that the focus and content of work will change: while some current roles are planned to end, more new roles are being created in terms of number. We want to ensure that we are ready to meet future requirements with our strong expertise.”

The proposed workforce adjustment follows several other changes at Veikkaus as it prepares for increased competition.

Veikkaus Reshapes Its Business For Competition

Finland’s new gambling framework will take effect on July 1, 2027. Under the reformed system, betting and iCasino will move from Veikkaus’ exclusive control into a licence-based market.

The company will continue to hold exclusive rights covering lottery games, scratchcards, slot machines and physical table games.

Veikkaus has already begun separating these activities within its organisation. In May 2026, it announced plans to establish two subsidiaries, with one focused on exclusive operations and another serving the competitive market.

The company has also submitted licence applications as a private entity. Around 50 companies had applied to participate in the forthcoming market by the end of June.

The transition has brought changes at management level as well. Veikkaus removed its deputy CEO position after Velipekka Nummikoski moved into another role. The operator has also adjusted its technology operations and replaced its sportsbook backend from DraftKings with OpenBet.

In August, former Scientific Games executive Chris Armes joined Veikkaus as executive VP of Gaming Technologies. He is due to take up the position in autumn 2026 and will oversee the technology organisation from Helsinki.

Veikkaus has previously highlighted the competitive pressure expected after the market opens. Jarkko Nordlund, the company’s iGaming EVP, said last year:

“The competition will be fierce when the market opens, so we must be very competitive. Our aim is to challenge the mentality of our current position, so we need to secure market leadership.”

The company has also joined the Finnish Gambling Association as it prepares for the new regulatory environment.

First-Half Results Show Higher Revenue

Veikkaus reported growth across several financial measures during the first half of 2026.

Sales revenue rose 1% year on year to €471.3 million. Operating profit increased from €220.6 million to €227.7 million, while profit for the period reached €234.2 million, compared with €229.6 million in the first half of 2025.

Digital operations accounted for a growing share of the business. Digital gross gaming revenue represented 64.5% of the parent company’s total during H1, up 3.6 percentage points from a year earlier.

The number of registered customers also increased. Veikkaus ended June with approximately 2.672 million registered customers, around 50,000 more than at the same point in 2025.

Lottery and land-based gaming generated €317.9 million in gross gaming revenue, essentially unchanged from the previous year. Lottery revenue rose to €254.5 million from €246.1 million, supported by a 9.1% increase in digital lottery revenue.

Physical gaming revenue declined. Slot machines and table games generated €63.4 million, down from €71.3 million, with Veikkaus attributing the reduction primarily to a smaller retail network and fewer slot machines.

Betting and iCasino performed better, with gross gaming revenue increasing to €151.6 million from €146.5 million. The iCasino business benefited from a broader game catalogue and an expanding live casino offering.

Veikkaus’ international B2B subsidiary, Fennica Gaming, also recorded strong growth during the period.

Revenue climbed 80.6% to €10.3 million from €5.7 million a year earlier. The company expanded its presence through eInstants and iCasino launches in markets including Italy, Canada, parts of Germany, Mexico, the Czech Republic and Iceland.

Fennica now operates in 21 markets across three continents. It also secured an online supplier licence in the UAE last year.