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Veikkaus is continuing its preparations for the partial multi-license system set to open in 2027. The company aims to remain the market leader in the Finnish gambling sector in the coming years.

Veikkaus has been systematically preparing for the future for a long time. Efforts to strengthen the company’s competitiveness are ongoing: Veikkaus will continue to focus on its core business and, through this, ensure growth in gross gaming revenue in a responsible way.

Many gambling companies aiming to enter the Finnish market are actively preparing to challenge Veikkaus when the licensing market opens.

“Competition will certainly be very tough, as many signs already indicate. Veikkaus is a strong company that will succeed in the competition, but as an organization, we must transform to meet the new situation,” said Reija Laaksonen, EVP, People, Culture and Communications at Veikkaus.

As part of the company’s strategy, Veikkaus will initiate change negotiations affecting three different functions. In total, at the time the negotiation proposal was given, 75 Veikkaus employees are within the scope of the negotiations. The planned measures could, if implemented, lead to personnel impacts as defined in Section 16 of the Act on Co-operation within Undertakings, such as redundancies or unilateral changes to essential terms of employment.

According to current estimates, the negotiations may result in the termination of a total of 20–31 employment contracts and substantial changes to the terms of employment for 20–30 employees. At the same time, it is planned that 22–28 new roles and positions will be created within the functions involved in the negotiations.

“When targeting possible measures, Veikkaus will pay particular attention to the requirements of business operations and ensuring competence in line with Veikkaus’ strategy. Any measures will be implemented in accordance with applicable legislation,” said Laaksonen.

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Betsson Group is going to participate in SiGMA Central Europe 2025, taking place in Rome, Italy, from 3–6 November. As one of the region’s most awaited iGaming conferences, SiGMA Central Europe brings together top industry leaders to explore new technologies, business opportunities and market trends shaping the future of the industry.

Betsson Group Joins the Stage at SiGMA Central Europe

Two of Betsson Group’s leaders will take the stage to discuss regulated markets, compliance and brand strategy.

4 November | 10:15–10:45 CET

Speaker: Dario Evangelista, Deputy General Counsel, Betsson Group

Panel: Licence to Launch: Winning Strategies for Entering Regulated Markets

This panel will explore key strategies for operators expanding from emerging to regulated markets, focusing on compliance, customer protection and cultural adaptation.

4 November | 13:20–13:35 CET

Speaker:Ronni Hartvig, Chief Commercial Officer, Betsson Group

Keynote: Global Power, Local Passion: Evolving Betsson’s Brand for a Regulated World

Ronni will discuss how Betsson Group has evolved its global strategy – rebranding, navigating regulation and uniting multiple brands under one identity while maintaining local relevance.

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