Veikkaus has launched a new sports betting platform powered by OpenBet as the Finnish market begins its transition toward an open framework.
Veikkaus has officially launched a new sports betting platform powered by OpenBet, as the Finnish market begins its transition toward a competitive gambling framework, with full liberalisation expected by 2027.
The newly launched platform is operational across Veikkaus’ digital and retail channels, which encompass over 4,000 point-of-sale terminals nationwide.
Designed with a cloud-based infrastructure, OpenBet’s solution is intended to enhance both scalability and real-time responsiveness.
This architecture allows Veikkaus to manage large volumes of betting activity efficiently while ensuring compliance with existing Finnish regulatory standards.
The launch follows a four-year agreement signed in September 2023 between Veikkaus and OpenBet.
The partnership ended Veikkaus’ previous reliance on SBTech for sportsbook technology.
OpenBet secured the contract through a competitive tender process initiated by Veikkaus, whose goal was to modernise its sports betting operations and prepare for Finland’s forthcoming liberalised market.
The Finnish government and industry stakeholders had previously signalled intentions to dismantle the monopoly structure and open the market to broader competition.
OpenBet has delivered a fully modular sportsbook system that is customised to suit Finland’s specific market needs.
As part of the offering, OpenBet also provides its Managed Trading Services, which enhance Veikkaus’ internal trading operations.
These services include real-time pricing, risk management, and comprehensive betting content across global and local sports. The system is capable of managing over 300,000 in-play betting events annually.
A key feature of the new platform is its capacity to handle both global sports content and locally relevant events.
Focusing on the Finnish market
The system integrates with Veikkaus’ in-house trading team, enabling the creation of custom odds for popular Finnish sports such as ice hockey, floorball, and pesäpallo, a bat-and-ball sport native to Finland that shares similarities with baseball.
This localisation strategy is aimed at maintaining Veikkaus’ strong connection with Finnish bettors and improving product differentiation ahead of market liberalisation.
The launch aligns with Veikkaus’ broader objective to evolve from a monopoly-based operator to a competitive entity capable of retaining market share in an open regulatory environment.
By leveraging OpenBet’s technological expertise and trading services, Veikkaus aims to enhance the user experience across both online and land-based betting channels.
The company also anticipates operational gains in terms of risk control, speed to market, and product innovation.
OpenBet, already well established in the global sports betting industry, has worked with several major international operators and national lotteries.
Its partnership with Veikkaus adds to a growing list of collaborations with government-backed gaming institutions preparing for regulated market shifts.
With the Finnish government actively working on legislative reforms and the expected market opening slated for 2027, Veikkaus’ early adoption of the upgraded sports betting platform signals a proactive response to impending changes.
This deployment positions the company to remain competitive domestically. It also reflects a broader trend in Europe, where many countries have moved to replace gambling monopolies with regulated open markets.