Veikkaus Names Jyri Lassi as Legal Director Ahead of Finland’s Gambling Market Reform
Finnish gambling monopoly Veikkaus has appointed Jyri Lassi as its new Director of Legal Affairs and a member of its executive management team. The move comes as Finland prepares to introduce a partial multi-license system by 2026, ending Veikkaus’ longstanding exclusive position in key verticals.
Leadership Shift at a Defining Moment
Jyri Lassi, 54, holds a Master of Laws degree and the Finnish title of varatuomari (trained judge). He joins Veikkaus from electric vehicle charging company Virta Global and will assume his new position on September 1, 2025. He replaces Hanna Kyrki, whose final day with the company is scheduled for the end of July, as she moves on to join Summa Defence.
Lassi’s appointment aligns with Veikkaus’ broader efforts to prepare for a more open and competitive gambling landscape. As of 2026, other operators will be able to apply for Finnish licenses to offer products such as online sports betting and casino games—areas previously controlled exclusively by Veikkaus.
CEO Backs Lassi to Guide Legal Strategy in a New Era
“Jyri Lassi has extremely versatile work experience in responsible and demanding legal roles in internationally operating companies. I am convinced that with his expertise, we will move forward in a determined and controlled manner in the changing operating environment of the gambling sector”, said Veikkaus CEO Olli Sarekoski.
Lassi brings with him a solid track record from senior legal roles at technology firms such as Varjo Technologies, PayPal, and Nokia. His cross-industry background is seen as an asset as Veikkaus prepares to face private-sector competition for the first time in decades.
“Veikkaus is in an interesting situation as its monopoly position in Finland is being dismantled. The competitive environment offers the company significant opportunities to grow and evolve into something even more meaningful, possibly even on an international level. It is a privilege to soon be part of that journey and to help shape Veikkaus’ new direction together with the rest of the company’s staff”, commented Jyri Lassi.