Veikkaus Oy has a new VP of Sports Betting after former Director of Sportsbook for Kindred Group, Andreas Reimblad, joined the ranks of Finland’s state gaming operator in what it describes as “one of the most significant striker signings in the very long history of Veikkaus betting.”

Veikkaus welcomes Andreas Reimblad as VP of Sports Betting:

An experienced professional, Andreas has an impressive track record in the international sports betting industry, managing complex betting platforms and operating in several regulated markets. The company anticipates he will be a game-changer, and they are thrilled to have him on board to help shape the future of Veikkaus betting.

“I’m excited to be part of Veikkaus’ journey,” Andreas shared. “The potential for Veikkaus to enter the global stage aligns well with my experience across various markets. I’m eager to contribute my knowledge to this exciting journey. Veikkaus holds a respected reputation in the industry among operators and suppliers, so the timing of my transition feels perfect.”

“Andreas is bringing excellent international expertise in betting business, operation, development, and continuous improvement of the player experience,” stated Jarkko Nordlund, EVP of Sports Betting and Online Gaming. “It’s great to have an international professional to strengthen Veikkaus’ business.”

The new appointment closely follows Reimblad’s June 2024 resignation as Director of Sportsbook at Kindred Group after spending more than a decade with the European online gambling company. The announcement was confirmed by Veikkaus in a LinkedIn post, with Reimblad starting his new role on July 1st.

Reimblad’s tenure at Kindred included three and a half years as Director of Sportsbook. Before that, he held several development positions within the vertical. He also had a brief stint at IGT as a Product Manager for betting and bingo, followed by another period at Kindred during its Unibet days.

Finland prepares for gambling market reforms:

The appointment comes as the Finnish government publishes a draft proposal to re-regulate gambling in Finland, aiming to open the country’s online market and end the existing monopoly. The draft bill outlines how the market will launch, with the government planning to complete a consultation by mid-August. A final draft bill will be submitted for parliamentary approval during the spring session of 2025.

If approved, operators can start applying for licenses in the first quarter of 2026. Veikkaus will maintain its monopoly over sports betting and online casino operations until the fourth quarter of 2026. After that, it will be divided into two entities: one will continue to run a monopoly for lottery and land-based gaming, while the other will compete in the online market.

The Finnish government’s proposal marks a significant shift in the country’s gambling landscape, paving the way for a more competitive market. Veikkaus is positioning itself to adapt to these changes, and the addition of Reimblad as VP of Sports Betting is a strategic move to ensure the company’s future success in a restructured market.