Veikkaus, Finland’s state-owned gambling operator, has appointed Jyri Lassi as its new General Counsel. His tenure officially begins on September 1, 2025, as he replaces Hanna Kyrki, who is moving on to Summa Defence. The leadership change comes at a transformative moment for Veikkaus, as Finland transitions from a gambling monopoly toward a competitive licensing system by 2026.
Under the new model, licensed operators will be able to offer services such as online casinos and sports betting, areas currently dominated by Veikkaus. This reform is expected to reshape the industry and attract both domestic and foreign players.
Legal Expertise for a Transforming Industry
Lassi joins Veikkaus with substantial legal experience gained from global tech and finance companies. Most recently, he held the role of Chief Legal Officer at Virta Global, specializing in legal operations within the electric vehicle charging industry. His earlier stints at Varjo Technologies, PayPal, and Nokia underline his strong background in compliance, corporate governance, and regulatory law.
Veikkaus CEO Olli Sarekoski praised Lassi’s international expertise:
“Jyri Lassi has very diverse work experience in responsible and challenging legal positions in internationally operating companies. I am convinced that with his expertise, we will move forward in a determined and controlled manner in the changing operating environment of the gambling industry.”
As Finland’s market prepares to open, attention is turning toward how Veikkaus will compete against seasoned platforms. Globally regulated services, including some of the most established UK betting sites, are likely to view the Finnish market as a lucrative new frontier.
Strategic Adaptation for Global Pressure
In line with this upcoming competition, Veikkaus has taken key steps to upgrade its offerings. One such move includes the launch of a new sports betting platform built on OpenBet’s technology, enabling enhanced scalability and compliance. The platform is designed to handle high bet volumes and adhere to evolving European standards, preparations seen as critical for long-term viability in a liberalized market.
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Jyri Lassi, in his first public remarks since the announcement, acknowledged the magnitude of the transition:
“Veikkaus is in an interesting situation as its monopoly position in Finland is being dissolved. The competitive situation offers the company great opportunities to grow and develop into an even more significant player, even internationally.”
With the influx of competition, especially from foreign operators with streamlined digital services, Veikkaus will likely face pressure to match innovation and compliance.
Looking Beyond the Finnish Market
Veikkaus has stated ambitions to scale beyond national borders, and Lassi’s track record suggests he’s well-suited to help realize that vision. His legal insights are expected to be instrumental not just in navigating the domestic regulatory shift but also in positioning the company for international competitiveness.
As the countdown to 2026 continues, Finland’s gambling market is entering uncharted territory. Under Jyri Lassi’s legal leadership, Veikkaus is gearing up to meet both the legal complexities and strategic opportunities of a rapidly evolving landscape.