FDJ UNITED
FDJ UNITED Aims to be Among the Top Three Licensed Gambling Operators in Finland
As Finland prepares to transition to a licensed gambling market in July 2027, FDJ UNITED has set out its ambition to become a leading, long-term participant in the market – combining scale, responsibility and meaningful local engagement.
In a recent interview, Joel Häkämies, Head of FDJ UNITED’s operations in Finland and Estonia, outlined how the Group is preparing for the opening of the Finnish market and the principles that will guide its approach.
Building a top-three position – responsibly
FDJ UNITED’s ambition is clear: to be among the top three licensed gambling operators in Finland over time.
With more than €1 billion currently spent annually on online gambling in Finland, the move to a licensing system is expected to significantly reshape the market. Häkämies is clear that this is a long-term objective, given the importance of the new regulatory system being closely linked to strong regulatory oversight.
“The most important factor for how the market develops will be the actions of the authorities,” Häkämies notes, highlighting the role of regulation in ensuring a sustainable and well-controlled market.
A licensing system that strengthens player protection
While increased competition will inevitably bring greater visibility and marketing, FDJ UNITED believes that a licensed framework creates the right conditions to address gambling-related harm more effectively than the current system.
The Finnish licensing model will bring gambling activity into a more controlled environment, with clearer responsibility requirements and enforceable standards. FDJ UNITED has committed to reducing the share of revenue generated by high-risk players and to embedding player protection at the heart of its operations from day one.
This approach reflects the Group’s wider strategy across regulated markets, where growth and responsibility are treated as inseparable.
One of the most significant changes expected from market liberalisation is increased investment in sponsorship, particularly in sport.
According to Häkämies, FDJ UNITED expects a meaningful rise in annual sponsorship funding once the market opens, with sponsorship viewed as one of the most permissible and socially constructive forms of marketing under the Finnish Gambling Act.
Rather than short-term visibility, the focus is on long-term partnerships that support clubs, athletes and communities.
“A sponsor becomes part of a wider story. In many cases, fans and supporters are more closely connected to clubs and athletes than to leagues themselves,” Häkämies explains.
FDJ UNITED’s experience across multiple European markets has shown that well-structured, professional sponsorship can deliver sustainable benefits well beyond sport alone, extending into culture, events and wider community initiatives.
A local presence, backed by international scale
While FDJ UNITED operates globally with approximately 5000 employees across 10 countries, the Group is committed to establishing a local presence in Finland, including an office in Helsinki.
The Finnish operation will be supported by FDJ UNITED’s broader multi-market expertise, enabling efficient operations while ensuring decisions remain rooted in local knowledge and context
Unibet will be among the brands entering Finland, with further brand decisions to be confirmed closer to launch.
The post FDJ UNITED Aims to be Among the Top Three Licensed Gambling Operators in Finland appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
Digital Games
Scientific Games Partners with LEIA to Drive Digital Innovation Across European Lotteries
Scientific Games has strengthened its position in the European digital lottery market after being selected as a strategic digital partner by the Lotteries Entertainment Innovation Alliance (LEIA). The alliance brings together five of Europe’s most prominent lottery operators: Danske Spil (Denmark), FDJ United (France), Norsk Tipping (Norway), Svenska Spel (Sweden), and Veikkaus Oy (Finland).
The partnership positions Scientific Games at the center of LEIA’s mission to accelerate digital transformation across member lotteries. By fostering collaboration and shared innovation, LEIA aims to enhance digital growth, strengthen market positions, and ensure responsible engagement with modern and younger adult audiences.
According to Morten Eriksen, CEO of LEIA, innovation is a cornerstone of the alliance’s strategy. The selection of Scientific Games reflects LEIA’s commitment to developing digital experiences that align with evolving consumer expectations while maintaining responsible gaming standards. Through this collaboration, LEIA seeks to balance technological advancement with social responsibility, a growing priority for European lottery operators.
Formed as a shared innovation platform, LEIA enables its members to access a collective marketplace for digital games and services. This structure allows participating lotteries to benefit from improved scalability, faster time-to-market, and reduced development costs through shared resources and purchasing power. The alliance model is designed to streamline operations while encouraging creativity and experimentation in digital lottery content.
Under the newly signed two-year agreement, Scientific Games will deliver digital game projects aligned with LEIA’s strategic initiatives. As the world’s largest creator and supplier of lottery games, Scientific Games will also provide localized digital titles from its extensive portfolio of more than 270 premium games developed by SG Studios. In addition, the company will design bespoke digital games tailored to the unique preferences and regulatory environments of individual LEIA markets.
Matt Lynch, President of Digital at Scientific Games, highlighted the long-standing relationship between the company and LEIA’s member lotteries. He emphasized that the expanded partnership will support lotteries in reaching new audiences, enhancing engagement, and shaping the future of digital lottery entertainment across Europe.
Through this collaboration, LEIA will gain access to Scientific Games’ expansive library of over 100 licensed brands, alongside a growing catalog of digital instant games distributed via the SG Content Hub. This platform connects innovative third-party studios with lottery operators worldwide, expanding content diversity and accelerating innovation. Studios such as Random State, BWLoto EHF, and Harman Connected Services GmbH have also been selected as part of the LEIA collaboration, further enriching the alliance’s digital ecosystem.
Scientific Games currently serves more than 30 iLottery customers globally, delivering advanced digital solutions including CRM systems, loyalty programs, promotions, mobile and web applications, and second-chance initiatives. With operations spanning 150 lotteries in 50 countries, the company continues to play a pivotal role in shaping both retail and digital lottery experiences worldwide.
The partnership with LEIA underscores Scientific Games’ commitment to driving digital innovation at scale while supporting responsible growth in the European lottery sector.
The post Scientific Games Partners with LEIA to Drive Digital Innovation Across European Lotteries appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
Reading Time: 2 minutes
FDJ UNITED’s Online Betting & Gaming division gains access to Kambi’s complete library of sports odds to elevate its proprietary sportsbook offering
Kambi Group plc, the home of premium sports betting solutions, has signed an expanded Odds Feed+ agreement with FDJ UNITED, providing the operator with full access to Kambi’s extensive library of pre-match and live sports odds.
FDJ UNITED, which recently acquired Kindred Group, is now able to complement its in-house sportsbook offering with a bespoke selection of Kambi’s traded odds, which can be continuously iterated to support its pricing and offering strategy. Kambi will continue to supply FDJ UNITED with its Turnkey Sportsbook in markets which have yet to transition to its proprietary sportsbook.
The multi-year agreement builds upon an existing Odds Feed+ partnership, signed in February, for the provision of Kambi’s esports odds. Having already integrated Kambi’s Odds Feed+ API for esports, today’s deal provides FDJ UNITED and its sportsbook division with instant access to Kambi’s entire menu of sports odds, in line with their ‘best in class’ approach to both supplier integrations and in-house offering development.
Odds Feed+ is Kambi’s premium odds feed solution, engineered to deliver high-quality pre-match and live odds, as well as an extensive range of micro and player props markets, through a single API integration. Kambi’s odds are traded on its €17bn liquidity, ensuring sharper and more reliable odds, no matter the sport or league.
Werner Becher, CEO of Kambi Group, said: “We are delighted to agree this partnership with FDJ UNITED as we continue to expand the list of operators leveraging parts of our Odds Feed+ product. As the sports betting landscape becomes ever more competitive and complex, the need for a flexible, high-quality, trusted odds feed has never been greater. Given our vast experience in sports trading, along with our large global liquidity, we believe our Odds Feed+ solution will become the go-to odds feed for visionary operators, such as FDJ UNITED.”
Nils Andén, Chief Online Betting & Gaming Officer at FDJ UNITED, added: “Partnering with Kambi and expanding our Odds Feed+ agreement into selected sports is an important milestone as we continue the migration to our in-house sportsbook platform. Odds Feed+ gives us the quality, flexibility and control we need to tailor our sportsbook, while benefiting from the reliability and expertise of a true industry leader like Kambi.”
The post Kambi Group plc and FDJ UNITED sign expanded Odds Feed+ agreement appeared first on European Gaming Industry News.
-
BetPlay4 days agoBlask Awards 2025: Betano, Caliente, BetPlay, Betsson and others define Latin America’s iGaming landscape
-
AI gaming platforms7 days ago
BetConstruct AI Sets the Tone for 2026 iGaming with Harmony Choice Event in Barcelona
-
iGaming4 days ago
Majestic Claws Hold & Hit leaps into Spinomenal’s slots portfolio
-
Canada4 days ago
ComeOn Launches New Marketing Campaign in Ontario
-
Latest News4 days ago
ThrillTech partners with Nordplay Group to launch ThrillPots across Nordic-facing casino brands
-
DEGEN Studios4 days ago
DEGEN Studios brings Wild West chaos to the reels with Sunset Showdown
-
Casino Technology7 days ago
Danny Wu Wins Cubeia’s ICE Barcelona VIP Poker Tournament Featuring Henrik Larsson & Johan Mjällby
-
Brightstar Lottery PLC3 days ago
Brightstar Lottery Delivers Industry-Leading Sales Force Automation Solution to Ontario Lottery and Gaming Corporation
