Veikkaus Launches OpenBet Sportsbook Ahead of Market Reform

New Platform Supports Omnichannel Strategy

Veikkaus, Finland’s government-owned betting operator and member of the World Lottery Association, has gone live with a new sportsbook platform powered by OpenBet. The solution supports both online betting and a retail network of over 4,000 point-of-sale terminals across the country.

According to Veikkaus, the upgrade is part of a broader strategy to modernize its offering ahead of upcoming regulatory changes. 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.”

OpenBet Delivers Tailored, Scalable Solution

OpenBet has provided Veikkaus with a modular, custom-configured sportsbook platform. The technology is based on a cloud-first architecture that allows for automatic scaling and real-time updates. This infrastructure is aimed at increasing both operational efficiency and flexibility in a dynamic market.

The operator has also integrated OpenBet’s Managed Trading Services, which support Veikkaus’ in-house team with live odds, risk management and betting content for both global and local sports events. The service covers over 300,000 in-play events per year and operates on a platform designed to maintain 100% uptime during the world’s largest sporting events.

Runa Walia Desai, Chief Customer Experience Officer at OpenBet, commented:

“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.”

Context: Finland’s Path to Market Liberalization

The launch comes as Finland’s government prepares to open its gambling market to competition by 2027. Veikkaus, currently operating under a monopoly system, has acknowledged the need to modernize its operations to remain relevant once the market becomes more accessible to private operators.

By investing in a modern and flexible sportsbook platform, Veikkaus is positioning itself to compete effectively in a regulated multi-operator environment. The partnership with OpenBet also aligns Veikkaus with a provider that currently supports 21 national lotteries worldwide.