Veikkaus, Finland’s state-owned igaming operator and World Lottery Association (WLA) member, has deployed a new sports betting platform powered by OpenBet as it prepares for the country’s transition to a competitive gambling framework in 2027. The launch forms part of a long-term partnership aimed at delivering an upgraded omnichannel sports betting experience across both online and retail environments.
The platform is now live across Veikkaus’ digital channels and retail network, which includes over 4,000 point-of-sale terminals across Finland. Built on a cloud-based architecture, OpenBet’s solution supports real-time updates and scalability, offering improved operational efficiency while maintaining compliance with Finnish regulatory requirements.
OpenBet has provided Veikkaus with a modular sportsbook system tailored to its market-specific needs, alongside its Managed Trading Services. These services support Veikkaus’ internal trading operations with real-time pricing, risk management, and content for global and local sports, covering over 300,000 in-play events each year.
The launch marks a key milestone for Veikkaus as it prepares to compete in an open igaming market. It also reinforces OpenBet’s position as a technology partner to WLA operators, with its platform currently powering 21 lotteries globally.
Runa Walia Desai, Chief Customer Experience Officer at OpenBet, said: “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. 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.”
Jarrko Nordlund, EVP for iCasino and Sports Betting at Veikkaus, said: “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. 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.”
