High Roller Technologies is betting big on Finland with the launch of Kassuuu, its newest online casino brand. The Las Vegas–based company, known for its High Roller and Fruta platforms, has now introduced a site built specifically around Finnish culture, language, and player preferences.

The name captures the brand’s spirit. In Finnish slang, “Kassu” means casino, while “KASSUUU!” is the kind of celebratory cheer you’d shout after landing a big jackpot. That excitement carries over into the platform’s standout feature, the Kassuuu Jackpot, which appears on select games to amp up the thrill.

“Kassu means casino, and KASSUUU is what you yell when a jackpot lands,” said Sara Nunes, Managing Director & Chief Commercial Officer, Finland, in a press release.  “We built the brand to capture that moment of excitement while keeping everything else straightforward with plain language offers, responsible gaming features, and jackpots that earn the triple U.”

Humor, Characters, and “Everyday Luxury”

Kassuuu aims to stand out in Finland’s crowded iGaming scene by doing more than just translating menus into Finnish. The platform mixes in local humor and features weekly story-driven promotions led by recurring characters—Eetu, Sami, Rane, and Otto—who guide players through different offers.

On the payments side, Kassuuu promises fast, secure, and familiar options that Finnish players already trust. Its loyalty and VIP rewards are framed around the concept of “everyday luxury,” blending a premium feel with approachable entertainment.

Most importantly, the brand puts responsible gaming front and center. Players will find transparent terms, visible deposit and play limits, and support links placed prominently throughout the site—something regulators and users alike are increasingly demanding.

“Launching Kassuuu is an important milestone in High Roller’s commitment to providing localized entertainment experiences,” Nunes added. “We’re excited to bring a brand to Finland that not only reflects the local culture and humor, but also builds lasting trust with our valued customers.”

Why This Launch Matters for High Roller

For High Roller, Kassuuu is more than a flashy new brand—it’s a key part of the company’s plan to diversify geographically. By building a casino that feels authentically Finnish, the operator is showing that it prefers tailored, culture-driven platforms over cookie-cutter global rollouts.

The timing also matters. High Roller, currently valued at about $23.67 million with shares trading at $2.71 on the New York Stock Exchange, has been working to shore up its financial position. After reporting positive adjusted EBITDA in Q2 2025, the company received an extension from the New York Stock Exchange, giving it until December 2026 to get back into full compliance with listing requirements. Expanding into Finland could provide a much-needed boost to revenue while spreading risk across more markets.

Three Brands, One Global Strategy

With Kassuuu now live, High Roller operates three casino brands—High Roller, Fruta, and Kassuuu—together offering more than 6,000 games from 90+ providers worldwide. Behind the scenes, its platform emphasizes fast loading, smooth integrations, and scalability, helping it compete in a multi-billion-dollar industry.

The launch of Kassuuu shows High Roller’s formula in action: pair premium design and responsible gaming with cultural authenticity. For Finnish players, that means an online casino that feels tailor-made for them. For High Roller, it’s a chance to strengthen its foothold in Europe and continue building a global portfolio of distinct, trusted brands.