The digital arm of Veikkaus, Finland’s gambling monopoly, is overhauling its technology and poaching industry talent, as it prepares to compete. Jarkko Nordlund, the EVP for Veikkaus’ online business, is determined to prove the doubters wrong as he leads the charge for a competitive edge in Finland’s open gambling market expected to launch in January 2027.
Key Points
- Veikkaus is undergoing a major technological overhaul to compete effectively against private operators in Finland.
- Jarkko Nordlund is on a mission to revive Veikkaus’ reputation and tackle declining revenues.
- The company plans to implement new platforms for sports betting and customer relationship management.
- Veikkaus is actively recruiting experienced talent from both the gaming industry and other entertainment sectors.
- In 2024, Veikkaus reported a 7.2% decline in revenue and a 19.5% drop in operating profit, prompting restructuring efforts.
Why should I read this?
If you’re curious about how traditional gambling monopolies adapt to survive in a competitive market, this article is a must-read. With major changes underway at Veikkaus, their strategy could shift the landscape of online gambling in Finland—so stay ahead of the curve by checking out what they’re up to!
