Veikkaus prepares for Finland’s 2027 gambling reform

As Finland prepares to open its gambling market to competition through a partial multi-license system in 2027, Veikkaus, the state-owned gambling operator, has intensified its efforts to secure its leadership position. The company is focusing on internal transformation, responsible growth, and strategic realignment to maintain its competitive advantage in an evolving industry landscape.

Preparing for a new era of regulated competition

The upcoming partial multi-license reform marks a significant shift for the Finnish gambling industry, which has historically been monopolized by Veikkaus. Once the reform takes effect, other licensed operators will be allowed to offer gambling products and services within a regulated framework, ending decades of exclusive control.

Veikkaus, aware of the challenges and opportunities this transition entails, has been strategically preparing for years. The company’s leadership acknowledges that this change represents one of the most pivotal moments in its history — requiring innovation, adaptability, and renewed focus on customer trust and responsibility.

According to the company, the main objective is to strengthen competitiveness while maintaining the principles of responsible gaming that have long been at the core of its operations.

“Competition will certainly be very tough, as many signs already indicate. Veikkaus is a strong company that will succeed in the competition, but as an organization, we must transform to meet the new situation,” said Reija Laaksonen, Executive Vice President of People, Culture and Communications at Veikkaus.

A focus on responsible growth and sustainability

Veikkaus has repeatedly emphasized that its approach to the upcoming reform is not merely about defending its market share but about redefining what responsible gambling leadership means in a more open market. The company plans to maintain its commitment to social responsibility, including minimizing gambling-related harm and ensuring that its operations continue to benefit Finnish society.

In line with this vision, Veikkaus has continued to invest in technological infrastructure, data-driven decision-making, and employee competence development. These investments are intended to ensure that the company can adapt rapidly to market changes, offering high-quality gaming experiences that comply with the strict regulatory requirements of the new system.

Anticipating fierce competition from international operators

As the Finnish gambling market opens, a number of international and domestic operators are expected to apply for licenses to offer their services in Finland. These companies are already preparing to enter the market with aggressive strategies, innovative platforms, and substantial marketing resources.

This increased competition is likely to reshape Finland’s gambling landscape, introducing new dynamics in pricing, technology, and customer engagement. While this shift may benefit consumers with more options and improved service standards, it also places significant pressure on Veikkaus to modernize and diversify its offerings.

Veikkaus’s leadership remains confident that the company’s long-standing reputation, extensive customer base, and understanding of the local market will provide a strong foundation to compete successfully.

Organizational restructuring to align with strategic goals

To prepare for the competitive environment ahead, Veikkaus has initiated organizational restructuring measures. As part of its strategy, the company announced change negotiations affecting three different business functions. According to the proposal, a total of 75 employees fall within the scope of the discussions.

The negotiations are aimed at ensuring that Veikkaus has the right competencies and organizational structure to implement its long-term strategic goals. If the proposed measures are implemented, they could lead to personnel impacts as defined under Section 16 of the Act on Co-operation within Undertakings — including potential redundancies or changes to essential terms of employment.

According to current estimates, 20–31 employment contracts may be terminated, while 20–30 employees may experience significant changes to their terms of employment. At the same time, the company plans to create 22–28 new roles within the departments undergoing reorganization.

“When targeting possible measures, Veikkaus will pay particular attention to the requirements of business operations and ensuring competence in line with Veikkaus’ strategy. Any measures will be implemented in accordance with applicable legislation,” said Laaksonen.

Ensuring compliance and fairness in employee transitions

Veikkaus has publicly stated that all restructuring measures will be handled in strict compliance with Finnish labor laws. The company’s management has emphasized fairness, transparency, and open dialogue throughout the process.

For employees affected by the proposed changes, Veikkaus has expressed its commitment to providing necessary support, including career transition services, retraining opportunities, and internal mobility where possible. The company has also underlined that the restructuring is not a cost-cutting exercise alone but a strategic realignment intended to position the organization for sustainable future growth.

This human-centric approach reflects Veikkaus’s broader corporate culture, which prioritizes employee well-being and ethical governance even in periods of transformation.

Strategic priorities for the coming years

As Finland moves toward the multi-license system, Veikkaus’s strategic focus is expected to revolve around several key priorities:

• Enhancing competitiveness: The company is developing new digital solutions, gaming innovations, and customer engagement models to retain its market-leading status.
• Strengthening responsible gaming frameworks: Veikkaus aims to continue being a role model in promoting safer gambling practices through advanced monitoring systems and player protection tools.
• Operational efficiency: Streamlining internal processes, modernizing infrastructure, and investing in technology will help Veikkaus remain agile in a more complex market.

Collaboration and stakeholder engagement: Maintaining strong partnerships with regulators, policymakers, and community organizations will be essential to ensuring a smooth transition to the new licensing regime.

The road toward 2027: balancing opportunity and risk

The transition to a partially liberalized gambling market carries both opportunities and risks. On one hand, the reform could stimulate innovation and enhance the overall quality of gambling services available to Finnish consumers. On the other, increased competition may also introduce market saturation, marketing intensity, and potential public health challenges associated with problem gambling.

Veikkaus is positioning itself to mitigate these risks by reinforcing its commitment to ethical operations and evidence-based gambling harm prevention. The company has already launched several initiatives aimed at identifying and supporting at-risk players, including spending limits, mandatory authentication, and player behavior monitoring tools.

The broader objective, as stated by Veikkaus executives, is to ensure that gambling in Finland remains safe, transparent, and socially sustainable — even under a multi-license framework.

Veikkaus’s legacy and future outlook

For decades, Veikkaus has been synonymous with gambling in Finland. Its profits have historically been channeled to support cultural, educational, and social initiatives across the country. The company’s transformation, therefore, has implications that extend beyond the gambling industry itself — affecting Finnish society at large.

The coming years will test Veikkaus’s ability to modernize while preserving its public service ethos. If successful, the company could emerge not only as a market leader but also as a model of responsible adaptation in the face of regulatory change.

Despite the uncertainties ahead, Veikkaus’s leadership maintains a tone of cautious optimism. By embracing change and adhering to its values, the company aims to ensure that it continues to contribute positively to Finnish society long after the market liberalization of 2027.

Conclusion

As Finland moves closer to opening its gambling market in 2027, Veikkaus finds itself at a defining crossroads. The company’s proactive restructuring, commitment to responsible gaming, and strategic modernization reflect a broader effort to evolve in step with regulatory change. While competition from both domestic and international operators will undoubtedly intensify, Veikkaus’s deep-rooted presence, social responsibility mandate, and focus on ethical practices provide a strong foundation for its continued leadership.

The journey ahead will not be without challenges — from adapting to new regulations to navigating market pressures — yet Veikkaus’s approach demonstrates foresight and resilience. By embracing transformation while preserving its core mission of public benefit and responsible gaming, Veikkaus is positioning itself to thrive in a more competitive and transparent gambling landscape. The company’s readiness for the multi-license era underscores a critical message: success in the future Finnish gambling market will depend not only on market share, but on integrity, innovation, and responsibility.

FAQs

What is Finland’s 2027 multi-license gambling reform?
It is a regulatory change allowing multiple operators to offer gambling services in Finland under a licensing system, ending Veikkaus’s monopoly.

Why is Veikkaus restructuring its organization?
The company is restructuring to strengthen its competitiveness and align operations with the upcoming multi-license environment.

How many employees are affected by Veikkaus’s current negotiations?
A total of 75 employees fall within the scope of negotiations, with potential impacts for around 50–60 individuals.

Will Veikkaus lay off staff as part of the restructuring?
According to estimates, 20–31 contracts may be terminated, while others may experience changes in employment terms.

Is Veikkaus creating new positions?
Yes, the company plans to create 22–28 new roles within departments involved in the restructuring.

What role will responsible gambling play in Veikkaus’s strategy?
Responsible gambling remains central to Veikkaus’s strategy, emphasizing player safety and harm prevention.

When will the new licensing system begin in Finland?
The partial multi-license gambling system is set to launch in 2027.

How is Veikkaus preparing for new market competition?
Veikkaus is investing in digital innovation, employee training, and operational efficiency to strengthen its market position.

What will happen to Veikkaus’s social contributions after the reform?
The company intends to continue directing its profits to social and cultural causes, consistent with its long-standing mission.

What challenges does Veikkaus foresee in the new system?
Increased competition, market saturation, and potential gambling harm risks are among the key challenges Veikkaus anticipates.