HELSINKI, Finland, 29 May 2025 – Veikkaus, Finland’s government-owned betting operator and World Lottery Association (WLA) member, has launched its new, next-generation sports betting platform powered by OpenBet, a leading provider of betting and gaming technology, content and services. The long-term partnership marks a major milestone in Finland’s evolving gambling landscape, offering an enhanced omnichannel experience across digital and retail channels in anticipation of the country’s upcoming regulatory changes in 2027.
Through its collaboration with OpenBet, Veikkaus now offers Finnish players one of the country’s most advanced and intuitive sports betting experiences across its online platform and retail network of over 4000 point-of sale terminals. With its upgraded capabilities, the operator is well-positioned to strengthen its offering in a dynamic and increasingly competitive marketplace, while continuing to meet the highest standards of compliance.
The launch further cements OpenBet as the premier partner for WLA members, with its proven, fully compliant technology and services powering 21 lotteries worldwide.
As part of a broader technology and product overhaul, OpenBet provided Veikkaus with a modular, custom-configured sportsbook platform designed to meet the operator’s specific requirements. Based on a cloud-first architecture, the platform scales automatically and delivers real-time updates, enhancing scalability, flexibility, and operational efficiency.
Veikkaus is now live with OpenBet’s Managed Trading Services, supporting its in-house team with real-time odds, risk management, and premium content across global and local sports. The service is backed by a seasoned trading team, covers over 300,000 in-play events annually, and is built on a platform trusted for 100% uptime during the world’s biggest sporting events.
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.”
About OpenBet
OpenBet is a world leading betting and gaming entertainment provider. With just under 30 years’ experience and a passion for innovation, OpenBet’s modular range of modernized technology, high-quality content, advanced player protection and geolocation services is entrusted by over 200 of the globe’s biggest betting and gaming brands, lotteries, casinos, media companies and tribal operators.
The company has earned industry recognition through multiple award wins recently, including ‘European Safer Gambling Supplier of the Year’ at EGR Europe Awards 2025, ‘Sports Betting Supplier’ at EGR North America Awards 2024, ‘Multi-Channel Supplier’ at the EGR B2B Awards 2024, and ‘Sportsbook Platform Supplier’ at the SBC North America Awards 2024.
To find out more about OpenBet, please visit www.openbet.com
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