Finland’s state-owned betting operator Veikkaus is gearing up for major changes in the country’s sports betting sector. One of the things they’re doing is overhauling their sportsbook platform. The government is set to end the gambling monopoly by 2027. So Veikkaus is taking early steps to modernise its offering and maintain relevance in a soon-to-be competitive market.
Veikkaus soon to be Powered by OpenBet
Veikkaus has chosen OpenBet as its new sportsbook provider. They’re replacing their previous setup with a platform designed for flexibility and innovation. The launch is expected to take place in the coming weeks, and the operator hopes the move will put it in a stronger position ahead of the regulatory overhaul.
OpenBet is a long-established name in the sports betting industry. It will supply the Finnish gambling provider with both the core platform and managed trading services. This switch comes at a critical time as Veikkaus prepares to compete with private operators for the first time in decades. The new partnership also indicates a break from the SBTech platform, which has been part of Veikkaus’ tech stack since 2018.
One of the standout features of the new sportsbook is its integration of in-house trading capabilities. Unlike many state-run operators, Veikkaus has a dedicated odds team that focuses on Finnish sports markets such as ice hockey, floorball, and the uniquely Finnish game of pesäpallo.
Tailoring the Offer for Finnish Gamblers
By keeping odds compilation in-house, the Finnish gambling platform ensures that its betting markets are deeply aligned with local preferences. This gives the operator an edge in delivering value and insight on sports that might be overlooked by international sportsbooks. Andreas Reimblad, Veikkaus’ VP of Betting, claims that this focus on Finnish favourites is a strength. He also states that competitors will find it difficult to replicate.
Veikkaus plans to stay
The sportsbook overhaul is part of a broader transformation strategy that began in 2023 when Veikkaus signed a four-year deal with OpenBet. As Finland moves toward opening its gambling market, Veikkaus is positioning itself not just to survive but to thrive. The Finnish gambling operator intends to remain a major player, even when the market opens up to external challengers
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- Featured image source: OpenBet X profile