Finland’s state-owned gaming operator, Veikkaus, has enlisted odds-and-data specialist Oddin.gg to supercharge its esports betting portfolio, starting with a strong emphasis on Counter-Strike 2 (CS2). This partnership underscores the rising importance operators are placing on data depth, innovative betting formats, and differentiated product offerings in competitive esports markets.
A New Chapter in Finland’s Esports Betting Ambitions
Veikkaus has made no secret of its desire to expand its esports footprint in Finland, publicly aiming to double esports-related revenue over the next 12 months. To reach that goal, it must go beyond traditional markets and conventional offerings. The deal with Oddin.gg positions the operator to upgrade infrastructure, enrich content, and roll out fresh engagement formats.
The move marks a concerted shift: esports betting is no longer a fringe vertical for many operators, but a growth engine—and as competition intensifies, execution and innovation will matter more than ever.
What Oddin.gg Brings to the Table
At the core of this collaboration is Oddin’s suite of specialised technology and data solutions, designed precisely for the demands of esports wagering. Key contributions include:
- Real-time data feeds and analytics, giving Veikkaus a granular edge in odds creation and risk management
- Fast Betting / 24/7 “Duels” for CS2, enabling bettors to engage even between major events
- Local tournament integration & niche formats, giving depth to markets beyond global majors
By layering these capabilities over Veikkaus’s existing platform, the operator can offer a far richer, more competitive product to its Finnish customer base.
Voices from the Partners
Andreas Reimblad, VP of Sports Betting at Veikkaus, emphasised the importance of product quality and user experience in their decision:
“Esports have been an important part of Veikkaus’ portfolio for several years … What we value most in Oddin.gg is their drive to continuously improve the product and customer experience … Together, we can take esports betting at Veikkaus to the next level.”
From Oddin.gg, Marek Suchar, co-founder and managing director, praised Veikkaus’s mindset and ambition:
“They’re serious about growing their esports offering and are already thinking beyond the basics—looking at things like local tournament data, new formats and long-term product development. It’s the kind of collaboration where we can create something genuinely impactful—not just deliver and walk away.”
The alignment in vision between operator and tech supplier may prove critical to long-term success.
Why CS2 Is Central to This Strategy
Esports is a broad field, but Counter-Strike (and now CS2) remains one of its most mature and monetizable franchises. By making CS2 a key focus, Veikkaus signals it wants to compete at the highest level of esports betting sophistication against key international players, like non-GamStop betting sites, expected to enter the market soon.
Moreover, integrating features like Duels—which allow for rapid, small-scale bets within matches—can both boost engagement and help smooth revenue flows between marquee events. Oddin’s 24/7 fast betting model aligns with that goal.
Competitive Landscape & Market Challenges
Despite the potential, delivering in esports is not easy:
- Regulatory constraints may vary by region and impose limitations around streaming data, betting formats, or even accepted markets
- Odds accuracy and risk exposure are trickier in esports than traditional sports, given hero picks, patch changes, and meta shifts
- Customer education and trust remain crucial—many bettors are still learning how to consume esports as a betting vertical
- Content differentiation is no longer optional: operators must find ways to stand out, whether via data insights, unique formats, or localised markets
For Veikkaus, the partnership with Oddin helps mitigate some of these challenges by giving access to a specialist platform and innovations that smaller operators without deep expertise would struggle to build in-house.
What’s Next & Implications for the Industry
Veikkaus and Oddin.gg plan to roll out enhancements rapidly, with their first deployment centred on CS2 content and Duels. Over time, they are expected to broaden into other titles and experiment with newer formats, localised markets, and tournament-level data integration.
For the broader iGaming and bookmakers, this deal offers a few key takeaways:
- The bar for excellence in esports betting is rising—operators must integrate strong data, fast markets, and feature innovation
- Partnerships between operators and niche technology providers are becoming more important than ever
- Differentiation through content, local depth, and engaging formats will increasingly determine who wins in crowded markets
- Even national lotteries or state monopolies are treating esports seriously, not as a casual add-on but as strategic verticals to invest in