In an exciting development for Finland’s betting landscape, Veikkaus, the nation-owned gaming operator, is gearing up for a significant evolution. The company has forged a strategic partnership with OpenBet, a leading name in sportsbook technology based in London. This collaboration heralds the launch of Veikkaus’ new sports betting platform, a timely move as Finland braces for sweeping market reforms. For those interested in expanding market presence through strategic partnerships, this move by Veikkaus and OpenBet is a prime example of how companies are preparing for a more competitive future.

Upcoming Legislative Changes in Finland’s Betting Landscape

The Finnish gambling scene is on the cusp of transformation. Legislative changes are expected to dismantle Veikkaus’ long-standing monopoly by introducing a competitive licensing model in 2026 or 2027. These reforms aim to diversify Finland’s gambling sector, which has spurred Veikkaus to bolster its offerings and prepare for incoming competition. Understanding how regulatory changes impact betting markets can provide insights into the challenges and opportunities that lie ahead for Finland.

By joining forces with OpenBet, Veikkaus leverages the tech giant’s cutting-edge platform and Managed Trading Services. This partnership not only signifies a pivotal shift for Veikkaus but also underscores OpenBet’s commitment to excellence and innovation in the Finland betting scene. Runa Walia Desai, Chief Customer Experience Officer at OpenBet, expressed pride in this milestone collaboration, emphasizing that their technology ensures Veikkaus remains compliant, competitive, and primed for long-term success amid the gambling reform.

This alliance also contributes to OpenBet’s expansion within the World Lottery Association (WLA), enhancing its footprint across over 21 member organizations. The partners are dedicated to crafting an omnichannel betting experience that anticipates the needs of Veikkaus customers amidst market reform and an expected surge in competition.

Veikkaus aims to create seamless experiences across digital and retail channels by integrating OpenBet’s robust services and products. Jarrko Nordlund, EVP for iCasino and Sports Betting at Veikkaus, highlighted the importance of partnering with industry-leading providers to amplify their technological capabilities ahead of market shifts in the Finland betting landscape.

OpenBet’s platform introduction marks a transformative era for sports betting in Finland—promising a modernized experience that resonates with players across the board. Nordlund further accentuated OpenBet’s innovative spirit as a key factor driving their decision for a close-knit partnership aimed at bringing groundbreaking concepts to Finnish bettors.

As Finland inches closer to adopting its landmark Finnish Gambling Act bill introduced in March 2025, industry experts like Georgi Iliev from Delasport weigh in on these developments. According to Iliev’s insights shared with SBC News, Finland’s iGaming market is witnessing substantial growth due to evolving consumer behaviors and pending regulatory adjustments—with projections indicating it could reach approximately €2.4bn by 2025.

However, challenges remain as Finnish consumers have ventured into offshore gaming avenues due to previous restrictions—prompting calls for regulatory change supported by Veikkaus despite its impending loss of monopoly status.

With other operators like Paf making strategic moves and Sweden’s AB Trav och Galopp (ATG) securing partnerships within Finland’s racing sector, it’s clear that stakeholders are closely monitoring these changes. Through its proactive strategies and OpenBet’s support focusing on responsible gaming and impactful local strategies, Veikkaus is poised not just to face but thrive amid forthcoming competition.

Desai from OpenBet encapsulates this sentiment well—expressing enthusiasm about supporting Veikkaus through this transformative journey while highlighting their dedication towards advancing the lottery sector through responsible gaming initiatives. Stay updated with our latest updates on the evolving betting landscape.