Veikkaus and OpenBet reach a deal before the monopoly ends

The partnership has been formed well in advance of the conclusion of Veikkaus' monopoly in Finland, set to end in 2026. The Finnish government disclosed plans to terminate the existing monopoly system in June of this year.

Under the agreement, Veikkaus will enhance its Pitkäveto and Live Bet products in collaboration with OpenBet. The build-a-bet offering from Veikkaus will also see expansion to include new sports. The selection of OpenBet as Veikkaus' new partner was made through a public tendering process.
The updates will be visible at sales points and on Veikkaus.fi by the conclusion of 2024.

“We aim to maintain our position as the top choice for Finnish betting,” stated Juha-Matti Mäkilä, Vice-President of Betting Operations at Veikkaus.

 

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The formation of a partnership between Veikkaus and OpenBet well in advance of the conclusion of Veikkaus' monopoly in Finland is a strategic move by the Finnish government. With plans to terminate the existing monopoly system in 2026, Veikkaus is taking proactive steps to enhance its offerings and maintain its position as the top choice for Finnish betting.

As part of the agreement, Veikkaus will be working closely with OpenBet to enhance its Pitkäveto and Live Bet products. This collaboration aims to improve the overall betting experience for customers, ensuring that Veikkaus remains competitive in the market.

Additionally, Veikkaus' build-a-bet offering will be expanded to include new sports, providing customers with more options and opportunities to customize their bets. This move is in line with the industry trend of offering more personalized and tailored betting experiences to attract and retain customers.

It's worth noting that the selection of OpenBet as Veikkaus' partner was made through a public tendering process. This ensures transparency and fairness in the selection process, contributing to the credibility of the partnership.

By implementing these updates, Veikkaus aims to make them visible at sales points and on Veikkaus.fi by the end of 2024. This demonstrates Veikkaus' commitment to continuously improving its products and services, reinforcing its position as the leading betting operator in Finland.

Overall, this partnership between Veikkaus and OpenBet highlights Veikkaus' proactive approach in anticipating market changes and adapting its business to remain competitive in the evolving gambling industry.