Oddin.gg partners with Veikkaus to expand esports betting

The esports betting market continues to evolve rapidly, attracting both established gambling operators and technology providers who see immense growth potential in the sector. In this context, Oddin.gg, a leading B2B supplier of esports betting solutions, has announced a new strategic partnership with Veikkaus, Finland’s state-owned betting operator.

The agreement is set to enhance Veikkaus’s esports offering by integrating Oddin.gg’s cutting-edge technology and data-driven infrastructure. The collaboration will place particular emphasis on Counter-Strike 2 (CS2), one of the most popular esports titles worldwide, while also laying the groundwork for long-term development and diversification of esports betting opportunities in Finland.

This partnership is more than just a technical integration—it represents a deliberate shift by Veikkaus to strengthen its position in esports betting and respond to growing consumer demand for modern, engaging, and reliable betting products.

Veikkaus’s strategic focus on esports

Veikkaus has long recognized the importance of esports as part of its broader betting portfolio. In recent years, however, it has faced challenges in providing a competitive and compelling esports experience that meets both regulatory standards and consumer expectations.

The Finnish operator now aims to double its esports-related revenue within the next year, a goal that underscores its determination to allocate significant resources and focus to this sector. The strategy revolves around three core pillars:

• Content quality – delivering betting products that are not only accurate and timely but also resonate with the growing esports audience.
• Infrastructure reliability – ensuring a seamless betting experience without disruptions, delays, or errors, particularly in fast-paced live esports events.
• Innovative engagement formats – exploring new ways for bettors to interact with esports content, including unique betting options, localized features, and gamified experiences.

Oddin.gg’s portfolio aligns with these objectives, making the provider an optimal partner for Veikkaus at this crucial stage of expansion.

Why Counter-Strike 2 is central to the partnership

Counter-Strike has long been considered one of the cornerstones of competitive esports. With the release of Counter-Strike 2 (CS2), interest in the game has surged once again, offering a fresh opportunity for betting operators to engage their audiences.

Veikkaus’s decision to place a strong emphasis on CS2 is both strategic and practical. The game not only boasts a global following but also enjoys strong popularity within the Nordic region, including Finland. By prioritizing CS2, Veikkaus positions itself to capture a highly engaged customer base.

Oddin.gg’s offering goes beyond traditional match betting. Its exclusive CS2 Duels product, provided via its 24/7 Fast Betting Content, introduces new formats that appeal to bettors looking for fast-paced and continuous engagement. This innovation allows Veikkaus to differentiate its product offering while also catering to the evolving preferences of esports fans who seek variety beyond standard outcomes.

Industry perspectives on the collaboration

The significance of this partnership has been underlined by key representatives from both organizations.

Andreas Reimblad, Vice President of Sports Betting at Veikkaus, stated:
“Esports have been an important part of Veikkaus’ portfolio for several years, but in recent years it has been challenging to deliver a truly competitive offering and experience. What we value most in Oddin.gg is their drive to continuously improve the product and customer experience, while already being in a leading position. Together, we can take esports betting at Veikkaus to the next level, and we are extremely excited to work together with Oddin.gg.”

From the perspective of Oddin.gg, the partnership is equally significant. Marek Suchar, Co-Founder and Managing Director at Oddin.gg, commented:
“What makes this partnership exciting is the mindset Veikkaus brings. They’re serious about growing their esports offering and are already thinking beyond the basics—looking at things like local tournament data, new formats, and long-term product development. It’s the kind of collaboration where we can create something genuinely impactful—not just deliver and walk away.”

These statements reflect a shared vision for innovation, quality, and sustainable growth in the esports betting market.

Oddin.gg’s position in the esports betting industry

Oddin.gg has established itself as a leading provider of B2B esports betting technology, specializing in odds feeds, risk management, and innovative product solutions. Its reputation for reliability and forward-thinking innovation has made it a preferred partner for operators seeking to develop or expand their esports verticals.

Key features of Oddin.gg’s solutions include:

• Comprehensive odds feeds with wide coverage across esports titles.
• Risk management tools that allow operators to manage exposure effectively.
• Engagement-focused products such as micro-markets, fast betting options, and proprietary formats.
• Data-driven insights that enhance both operator decision-making and end-user betting experiences.

By partnering with Oddin.gg, Veikkaus gains access to a tested and trusted framework that has already been successfully implemented by several international operators.

The significance of Veikkaus’s state-owned status

Unlike many private operators, Veikkaus is a state-owned betting company, which places additional responsibility on its operations. Its role extends beyond profit-making to ensuring compliance with Finland’s regulatory framework, maintaining player protection standards, and contributing to public welfare through its revenues.

Integrating Oddin.gg’s solutions allows Veikkaus to improve its esports offering while adhering to these obligations. The partnership thus combines innovation with accountability, creating a model that may influence how other state-owned operators in Europe approach esports.

Future outlook for esports betting in Finland

The Finnish betting market is in transition, with increasing attention being paid to the digital transformation of gambling. Esports, in particular, is becoming a focal point of this evolution, given the demographic overlap between young adults, digital natives, and potential bettors.

Industry analysts suggest that partnerships like the one between Veikkaus and Oddin.gg may act as a catalyst for broader adoption of esports betting in regulated markets. As demand grows, other operators may follow suit, seeking collaborations that allow them to introduce specialized esports products without building the technology in-house.

For Veikkaus, the immediate focus remains on doubling its esports revenue within a year. However, the long-term strategy is clearly aimed at building a sustainable and competitive esports ecosystem, one that can adapt to future industry developments and consumer trends.

Conclusion

The partnership between Oddin.gg and Veikkaus represents a significant step forward for esports betting in Finland. By combining Oddin.gg’s expertise in data, infrastructure, and product innovation with Veikkaus’s ambitions and market presence, the collaboration is well-positioned to set new benchmarks in the region.

Counter-Strike 2, with its global fan base and renewed popularity, provides the perfect starting point for this initiative. At the same time, the partnership signals a commitment to ongoing innovation, local adaptation, and sustainable growth.

As esports betting continues to mature as part of the wider gaming industry, strategic alliances like this one are likely to define the future of the market—not only in Finland but across Europe.

FAQs

What is the purpose of the Oddin.gg and Veikkaus partnership?
The partnership aims to enhance Veikkaus’s esports betting portfolio by integrating Oddin.gg’s technology and data solutions, with a focus on Counter-Strike 2.

Why is Counter-Strike 2 important for Veikkaus?
Counter-Strike 2 is highly popular in Finland and globally, making it a strategic title for Veikkaus to prioritize in its esports betting expansion.

How does Oddin.gg contribute to the partnership?
Oddin.gg provides advanced data, odds feeds, risk management tools, and innovative betting formats that enhance the overall esports betting experience.

What are Veikkaus’s goals for esports?
Veikkaus aims to double its esports-related revenue within the next year by focusing on quality content, reliable infrastructure, and engaging betting formats.

Why is Veikkaus choosing a state-owned approach significant?
As a state-owned operator, Veikkaus must balance innovation with regulatory compliance and player protection, making partnerships like this especially important.

What unique products will be introduced?
Oddin.gg’s exclusive CS2 Duels and 24/7 Fast Betting Content will bring new betting options beyond traditional markets.

How does this partnership benefit Finnish bettors?
Finnish bettors will gain access to a wider variety of esports betting markets, more reliable platforms, and innovative engagement formats.

What makes Oddin.gg a suitable partner for Veikkaus?
Oddin.gg’s reputation for reliability, innovation, and a customer-focused approach aligns with Veikkaus’s strategy for esports growth.

Could this influence other operators in Europe?
Yes, the collaboration could inspire other regulated operators, particularly state-owned ones, to pursue similar partnerships in esports.

What is the long-term vision of this partnership?
The long-term aim is to create a sustainable esports betting ecosystem in Finland that evolves with market trends and consumer preferences.