Veikkaus Launches Modern Sportsbook With OpenBet Ahead Of Market Reform
- iGaming Gazette
- 2 days ago
- 2 min read
Finland’s state-run betting operator, Veikkaus, has taken a major stride toward transforming its sports betting operations with the launch of a new platform powered by global technology leader OpenBet.
This long-term collaboration comes at a critical juncture, as the Finnish gambling landscape braces for significant regulatory reform in 2027. The partnership aims to provide players with a modernised, omnichannel betting experience across digital and retail platforms.
As a member of the World Lottery Association (WLA), Veikkaus is committed to responsible and forward-thinking gaming solutions. By integrating OpenBet’s advanced technology across its network of more than 4,000 retail terminals and online platform, the operator reinforces its competitive edge in a market that is set to open up to increased competition.
The revamped offering enhances both the user experience and backend performance through a modular, cloud-based sportsbook platform tailored to Veikkaus’ unique needs. This upgrade ensures automatic scalability and real-time updates, boosting both operational efficiency and technological resilience.
"This launch marks a major milestone for Veikkaus, and we’re proud to stand alongside one of our key WLA partners at such a pivotal time," said Runa Walia Desai, Chief Customer Experience Officer at OpenBet.
"Our technology ensures Veikkaus stays not only compliant, but competitive and future-ready, with a modern platform built for long-term success. This partnership highlights OpenBet's commitment to the lottery sector, responsible gaming, and localised strategies that deliver real impact. We look forward to supporting Veikkaus’ growth through this exciting new chapter."
OpenBet’s Managed Trading Services also now support Veikkaus' internal operations. This includes real-time odds management, dynamic risk assessment, and access to premium content across both global and Finnish sports. The service, underpinned by OpenBet’s seasoned trading team, handles more than 300,000 in-play events per year, all on a platform proven to deliver 100% uptime during high-traffic global sporting events.
"As we prepare for increased competition within the market, working alongside the industry’s most trusted, innovative, and scalable providers is key to enhancing our product and technological capabilities," said Jarrko Nordlund, EVP for iCasino and Sports Betting at Veikkaus.
"Launching with OpenBet’s platform heralds a new era of sports betting within Finland, taking it to new heights and offering players a modernised experience they will truly appreciate.
OpenBet’s desire to innovate further and bring more groundbreaking concepts to the Finnish market really excites us and underpins our decision to establish a close, long-term partnership with the company."
This launch further underscores OpenBet’s role as the go-to partner for WLA-affiliated lotteries, now powering 21 lotteries globally with its fully compliant and scalable solutions.
As the countdown begins toward Finland's anticipated market liberalisation, Veikkaus’ strategic alliance with OpenBet positions the operator at the forefront of innovation.
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