Veikkaus Welcomes New Sportsbook Director Reimblad Amid Regulatory Changes
Veikkaus, the Finnish national betting agency, has confirmed the appointment of Andreas Reimblad as its new sportsbook director. The announcement was made in a LinkedIn post, with Reimblad starting his new role today, July 5th. This move comes after Reimblad recently left Kindred, where he served for 12 years, including three-and-a-half years as director of sportsbook.
Andreas Reimblad’s Extensive Experience
Reimblad brings a wealth of experience to Veikkaus. At Kindred, he held various development roles within the sportsbook vertical and served a brief tenure as product manager for betting and bingo at IGT, between his two stints at Kindred during its Unibet days.
Reimblad expressed his enthusiasm for the new role, stating, “I’m excited to be part of Veikkaus’ journey. The opportunity that Veikkaus may have to enter the global stage fits well with my experience of operating in several markets.
“I’m eager to contribute my knowledge to this exciting journey. Veikkaus has a respected reputation in the industry among both operators and suppliers. So, the timing of my transition feels perfect.”
Strengthening Veikkaus’ International Expertise
Jarkko Nordlund, executive vice president of sports betting and online gaming at Veikkaus, praised the appointment, highlighting Reimblad’s international expertise. “It’s great to have an international professional to strengthen Veikkaus’ business,” Nordlund said.
He emphasized Reimblad’s capabilities in betting business operations, development, and enhancing player experience.
Finland’s Gambling Market on the Verge of Transformation
Reimblad’s appointment coincides with significant regulatory changes in Finland’s gambling market. This week, the Finnish government published a draft proposal to re-regulate gambling, aiming to open up the country’s online market and end Veikkaus’ current monopoly.
The draft bill outlines plans to launch the re-regulated market, with a public consultation set to conclude by mid-August. Following this, a final draft will be submitted for parliamentary approval in the spring session of 2025. If approved, operators could begin applying for licenses in Q1 of 2026.
Transition to a Competitive Market
Under the proposed changes, Veikkaus will maintain its monopoly on sports betting and online casino operations until Q4 of 2026. After this period, the company will be divided into two entities: one will continue to hold a monopoly over lottery and land-based gaming, while the other will compete in the newly opened online market.
