14 PUBLIC GAMING INTERNATIONAL • SEPTEMBER/OCTOBER 2025 move brought game development and B2B sales under the same roof thus streamlining operations. We design and produce high-quality games for Finnish and international markets using the latest technologies. We utilize powerful modern software and cloud technologies for the implementation of our gaming services. We have been extremely goal-oriented in recruiting top-notch professionals, including game, front-end, and back-end developers, cloud specialists, architects, data engineers, and mathematicians - not to mention cyber security and quality assurance experts. Our team delivers only the best, both B2B and B2C. Now, as Finland restructures its gambling system we are investing heavily in renewal and development work to be ready when Finland transitions to a partial multi-license system for gambling by the beginning of 2027. As I mentioned in the beginning, our vision is clear and ambitious towards 2030. We have three clear strategic priorities: 1. Responsible market leader in Finland 2. Significant international business 3. Goal-oriented, efficient and productive team As part of preparing for the upcoming market change, we have already divided our domestic business areas to correspond to the product division in the new gambling market. Now we have Lottery and Land-Based Gaming, where Veikkaus will keep the monopoly, and then we operate Betting and iCasino – a portfolio which will be open for competition. You are targeting to be the responsible market leader in Finland after the market is reregulated? O. Sarekoski: Yes, all our actions are aimed at this result. Our strategic priorities help us to navigate towards this goal. Let’s talk about these strategic priorities. First, responsible market leader in Finland: How do you achieve that in the upcoming license model? O. Sarekoski: Inside Betting and iCasino business area, our actions are massive due the fact that our target and identified need is to be extremely competitive. We have a new sportsbook platform, OpenBet, which was selected after a tender process. We have opted to integrate new PAM and CRM platforms. The scope of the several development streams is massive. Currently, for example, ongoing processes include new website frontends and apps. Our in-house trading team will create a competitive advantage while generating in-house odds. Veikkaus has already increased the player playback rates to improve the offering and the product’s price perception. We are heavily focusing on improving the consumer experience all the time – powered and supported by our strong brand. Lottery and Land Based Gaming also require new development. Product development is an important part of maintaining Veikkaus' game range even after the upcoming reform. The launch of Milli was executed in early June this year. Milli is Veikkaus' newest draw game, with a jackpot of one million euros every single day. The new game Milli (a Finnish abbreviation of the word million) has been an important and long-anticipated update to Veikkaus' product portfolio. The first few months have been really successful. We are extremely happy and proud that the product itself, using our own platform, has already attracted international interest. At the same time, it is naturally crucial to develop sustainability, and we have made massive steps. A few years ago, we repositioned ourselves and created an even safer and more responsible gaming environment. Starting from the beginning of 2024, all Veikkaus games have required identification, with scratchcards being the latest addition. Consequently, we have comprehensive customer data available to prevent and reduce gambling harm. We have updated the harm prediction model predicting risk behavior and developed the care model. We have also piloted care calls particularly targeting young adults. Secondly you mentioned significant international business? O. Sarekoski: Our tool for this is Veikkaus subsidiary Fennica Gaming. Fennica Gaming, powered by Veikkaus, started its operations in 2022 and within three years the company has achieved impressive results and positive reception. Fennica Gaming first strengthened its B2B position in the eInstant market. At the same time, the company has expanded its product portfolio by offering slot games and delivering online casino games to internationally licensed operators. Our games are now live in 15 countries and 3 continents — superb start! Currently Fennica Gaming is naturally seeking strong growth and scalability. Latest achievements include, for example, a B2B license in Greece and a Gaming Related Vendor License in the UAE. Clearly, our strategic choice — exporting unique Nordic gaming services and content — has proven to be spot on. All above requires talented staff, right? O. Sarekoski: Agreed, and that is why our third strategic priority is building a goaloriented, efficient, and productive team. Veikkaus’ transformation is significantly boosted by talent acquisition. We have already hired several experienced iGaming experts into key positions and simultaneously we have recruited and continue to recruit representatives from the entertainment industry – to make sure that we are well positioned while targeting towards consumer`s entertainment wallet. At the same time this is really tech driven industry and to give perspective on how our team is evolving: solely in 2024 we hired a total of 99 new tech professionals. Could you describe or clarify the ways in which the regulatory model has changed over the last few years, and what it will “As a result of the reform, Veikkaus keeps the monopoly in lottery-type games, scratch cards and physical slot machines while betting (including horse betting) and online casino moves into a license model. Veikkaus will naturally apply for a license to operate these license model games.” Continued on page 46
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