Veikkaus Prepares for 2027 Market Transition with Organizational Changes
Finland’s state-owned gaming company Veikkaus is accelerating its preparations for the upcoming partial multi-license system, set to open in 2027. The operator aims to remain the market leader in Finland’s gambling sector while adjusting its organization to meet the demands of a more competitive environment.
Strategic Transformation Ahead of Market Liberalization
To adapt to the forthcoming competitive landscape, Veikkaus has initiated change negotiations concerning three distinct operational functions. The goal is to reshape the organisation to better align with the new market reality. Commenting on the changes, Reija Laaksonen, Vice President of Communications and HR at Veikkaus, stated:
“Competition will undoubtedly be very tough – we can already see many signs of that. Veikkaus is a strong company capable of competing, but as an organization, we must evolve to stay ahead.”
Veikkaus has been preparing for the 2027 market shift for several years, focusing on strengthening its competitiveness and ensuring long-term growth in a responsible way. The company remains committed to its core business areas while pursuing sustainable profit growth.
Planned Organizational Changes
As part of its ongoing strategy, Veikkaus will begin change negotiations involving three of its operational units. In total, 75 employees are included in the negotiations at this stage.
According to the company, the proposed measures could result in 20-31 job terminations and 20-30 substantial changes to existing employment terms. At the same time, Veikkaus is planning to create 22-28 new roles within the departments affected by the restructuring. Laaksonen explained:
“When targeting potential measures, Veikkaus will pay particular attention to business needs and ensuring that the organization retains the competencies required by its strategy. All potential actions would be implemented in accordance with applicable legislation.”
The negotiations are expected to last at least three weeks, unless otherwise agreed during discussions. Final decisions regarding the proposed measures will be made once negotiations conclude. Veikkaus emphasized that the changes are part of a broader strategy to maintain its position as a market leader while ensuring readiness for a regulated and competitive gambling market by 2027.