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Veikkaus’ digital gaming market share increased by 3 percentage points

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2023 was a successful year for Veikkaus’ digital channel initiatives, and the company’s overall result was in line with its target. 180,000 new people registered as Veikkaus customers, and Veikkaus’ customer base now totals over 2.5 million registered customers.

Digital gaming grew by 4.5 percentage points and totalled nearly 55% of Veikkaus’ gross gaming revenue. Veikkaus channelled its development investments particularly into its digital channel, where the games created by Veikkaus’ own gaming studio also accounted for a large share of the gross gaming revenue generated by the company’s online casino, eArpa service, and other offerings. In addition, preparations were made during the year to ensure that Veikkaus would be ready for the customer registration requirement that will apply to all of its games from the beginning of 2024. Veikkaus is also the first gaming company in the world to require its customers to register when purchasing or redeeming physical scratch cards and lottery tickets, to ensure a safer gambling environment for all.

Veikkaus in 2023:

  • The Veikkaus Group’s actual sales revenue in 2023 totalled EUR 1,033.1 million (-3.5% compared to 2022). The actual sales revenue includes the gross gaming revenue from gambling activities and turnover from other business activities.
  • Veikkaus Group’s profit for the fiscal year was EUR 578.5 million (-13.7 %) while operating profit was EUR 573.6 million (-14.5 %). The decline in the result was due to an increase in the lottery tax, one time cost entries made as a result of the cooperation negotiations in the autumn, and significant investments in the Group’s future.
  • The financial profit of parent company Veikkaus Oy for 2023 was EUR 585.0 million (-14.0%), and the operating profit was EUR 580.2 million (-14.7%). Veikkaus’ gross gaming revenue totalled EUR 1,032.0 million (-3.6 %). The decline was partly the result of Veikkaus’ responsibility measure, i.e. the identification requirement for physical ticket-based game players that came into force in May 2023.
  • The lottery tax paid to the central government on gross gaming revenue increased by 1.6 percentage points from the previous year’s figure of 3.4%, amounting to 5% for the fiscal year. In 2023, Veikkaus Oy paid EUR 51.7 million in lottery tax, which is EUR 15.4 million more than the previous year.
  • In 2023, authenticated gambling accounted for 90.6% (+11.1 percentage points) of Veikkaus’ domestic gambling activities. From 1 January 2024, all Veikkaus games can only be played by registered customers, who must identify themselves every time they play.
  • At the end of 2023, Veikkaus had approximately 2,520,000 registered customers. The number of registered customers increased by approximately 180,000 (+8.0 %) during the year.

The long-running trend of gambling shifting to the digital channel continued in 2023, and 54.8% of gross gaming revenue from Veikkaus’ consumer-oriented gambling activities was derived from the digital channel (+4.5 percentage points). According to the estimate of H2 Gambling Capital, Veikkaus accounted for around 54% (+3 percentage points) of the Finnish digital gambling market for the year.

– Veikkaus’ profits and performance in 2023 were as expected, and we can be satisfied with these as a whole. The year was particularly successful for our online games, and Veikkaus will continue to deepen its development investments in its digital channel, says Veikkaus CFO Regina Sippel.

In terms of gross gaming revenue, the most successful of Veikkaus’ game groups was its online casino (digital automated games and digital table games), whose gross gaming revenue totalled EUR 184.0 million (+6.1%). This growth was particularly boosted by the company’s successful game releases.

Veikkaus’ most-played games were Eurojackpot and Lotto. The gross gaming revenue for Eurojackpot, which is drawn twice a week, was EUR 151.1 million (+0.0%). During the year under review, Lotto’s gross gaming revenue amounted to EUR 136.5 million (-8.9%).

2023 was the last year when Veikkaus Oy’s profit was settled to any beneficiary ministries. Beginning from 2024, Veikkaus Oy’s revenues will be directed to the state budget without any pre-defined beneficiaries.

All games to be covered by the identification requirement

Veikkaus began mandating the registration of players as Veikkaus customers for ticket-based games in mid-May. The impacts of the identification requirement on gaming have been as expected. Veikkaus also made preparations for the identification requirement for scratch card games, which entered into force on 1 January 2024 and meant that all Veikkaus games now require identification.

– Today, all of our games, including all physical scratch cards, are subject to the identification requirement. This means that we have become a worldwide pioneer in ensuring the responsibility of our gambling operations, says Susanna Saikkonen, Vice President for Sustainability at Veikkaus.

The identification of players enables a safer gambling environment where customers can be offered various services, such as loss and money transfer limits, and the possibility of self-exclusion of all games. The data obtained through identified gaming activities can also be used to prevent and reduce the harms of gambling.

– Using the data, we can analyse our players’ gambling habits and identify the signs of high-risk gambling. In 2023, our gambling harm prediction system helped us make over 3,700 calls to at-risk players, and we also introduced an automation-based care and communication model for high-risk level customers. In particular, we found that advance messages about calls, attempted calls, and the discussions that took place had a clear impact on the number of customers who decided to set a self-exclusion for themselves, Saikkonen explains.

From the perspective of preventing gambling problems, it will be vital to have other gambling companies operating in Finland follow Veikkaus’ example in complying with the same responsibility rules. The Government Programme states that Finland intends to introduce a partial multi-licence system at the beginning of 2026. It will be important to keep to the schedule that has been set. The new system will allow for the necessary tools and measures for preventing gambling problems. Every extra day in an environment without common rules is a day too late.

Veikkaus subsidiary Fennica Gaming expanded rapidly

During the year, the objective of Veikkaus subsidiary Fennica Gaming, which focuses on Veikkaus’ international business-to-business operations, was to expand the eArpa service to new markets, which it performed successfully. In 2023, the company delivered games to three continents and eight state-owned gaming companies. By the end of the year, Finnish online lotteries were available in the Nordic countries, the Baltic States, Central Europe, and America.

– Fennica Gaming’s corporate customers have been very satisfied with the quality of our games as well as Fennica Gaming’s service level, expertise, and the reliability of our deliveries. With these new markets, we have learned a lot about how we can best add value to our corporate customers’ business activities. We believe that our rapid expansion will also continue in 2024, says Timo Kiiskinen, CEO of Fennica Gaming.

 

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Tyga Enters 1win VIP Program, as Platform Blends Crypto and Entertainment

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1win continues to evolve its VIP ecosystem, bringing global rapper Tyga into its high-tier community while reinforcing its positioning as a crypto-first entertainment platform.

The update follows several days of speculation across social media, after the artist was spotted boarding a branded 1win private jet and later shared content featuring the brand. Confirmation was subsequently published via the 1win Owner’s official channels on X and Telegram.

According to sources close to the activation, Tyga was welcomed by 1win with a full-scale premium setup. This included a private jet flight and a genuinely VIP gift – a heritage model of Audemars Piguet Royal Oak 14700BA watch. The experience reflected 1win’s signature approach to its top-tier clients: personalized, highly exclusive, and luxury activations.

Tyga’s inclusion highlights how 1win is blending product, service, and culture, integrating high-profile figures directly into its ecosystem rather than relying on traditional endorsement models.

This philosophy is already reflected in 1win’s broader strategy of redefining VIP engagement. The company has previously made headlines for organizing private jet evacuations for its top users during global travel disruption in the Middle East. The brand also regularly cherishes 1win VIP users with extraordinary gifts and experiences, such as luxury cars and private tours to sports and art events.

While further details are undisclosed, the move signals continued expansion of 1win’s crypto-driven VIP strategy and growing influence across the iGaming and Web3 space.

1win operates as a crypto-first platform designed for a fast, seamless user experience. It offers a wide range of digital assets and quick transactions, including BTC, ETH, TRX, TON, and SOL, and grants unique incentives for crypto users, such as bonuses of up to 600% on deposits.

About 1win

Founded in 2016, 1win is a crypto platform in the global gaming industry. Operating across Asia, Latin America, and Africa, 1win offers a wide range of services adapted to regional audiences. In 2024, 1win partnered with actor Johnny Sins as its brand ambassador. In 2025, MMA legend Jon Jones joined 1win as its global ambassador. Rising UFC star and Tokyo 2020 Olympics gold medalist Gable Steveson stepped into the 1win global ambassador team earlier this year.

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“‘The Wall’ is just a mental hurdle”: FGN founder Fernando Saffores shares his core business values

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Fernando Saffores, founder of Focus Gaming News, shares the core values that have guided him through over 20 years of success in the iGaming industry in a new interview with Slotegrator. He also highlights what business leaders can learn from running marathons and flying private planes, as well as the biggest challenges new operators face and the markets and trends that will shape the future of iGaming.

Fernando Saffores, founder of Focus Gaming News, has seen some massive changes in the iGaming industry in his 20+ years of experience: the shift from an unregulated “Wild West” to a sophisticated, multi-billion dollar industry, the overturning of PASPA, and the introduction of AI tools, which his company quickly adopted. He shares the core values that have guided him to success throughout it all in a new interview with Slotegrator.

The wisdom you need to rise to the top of an industry like iGaming can come from anywhere: In addition to running one of the industry’s most prominent media brands, Fernando finds time to run marathons. In his view, the planning, discipline, and mental fortitude it takes to run 42 km mirror what it takes to run a business. One key is consistency: “You don’t run a marathon on the day of the race; you run it during the months of training at 5:30 AM.”

Another parallel is Fernando’s experience as a private pilot. Flying requires extreme focus and an ability to make split-second decisions under pressure, skills that belong in the boardroom as well as in the cockpit — he shares other concrete takeaways in the interview.

Fernando also breaks down the biggest challenges facing new operators today: “meaningful differentiation in a saturated market.” New iGaming businesses have to contend with soaring CAC, complex compliance requirements, and the struggle of finding the right unique niche — whether that’s through hyper-localized content, superior UX, innovative gamification, or something else. In the interview, Fernando shares the one approach he sees making the biggest difference for emerging operators.

Every business makes scaling a priority, but navigating varying laws, tax structures, and cultural nuances across global jurisdictions is no small task; in the interview, Fernando highlights the one strategic misstep he sees operators make again and again that stops them from becoming a global player.

Fernando also covers the markets and trends that will shape the near future of the iGaming industry, the brands he first turned to for support when founding FGN, the extent of FGN’s reach, his thoughts on the global AI boom, and more — read the full interview here to learn more about Fernando’s lessons in resilience, inspiration, and commitment.

ABOUT THE COMPANY

Since 2012, Slotegrator has been one of the iGaming industry’s leading software and business solution providers for online casino and sportsbook operators.

The company’s main focus is software development and support for online casino platforms, as well as the integration of game content and payment systems.

The company works with licensed game developers and offers a vast portfolio of casino content: slots, live casino games, poker, virtual sports, table games, lotteries, casual games, and data feeds for betting.

Slotegrator also provides consulting services in gambling license acquisition and business incorporation.

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Boomerang Partners brought TIME TO WIN to a close with 57 teams having competed for exclusive AC Milan-related rewards

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On March 31, Boomerang Partners concluded their exclusive affiliate tournament, TIME TO WIN. Top-performing affiliate teams competed for prizes and unique experiences linked to AC Milan, of which Boomerang is an Official Regional Partner

Participation metrics and performance results

Held from February 12 to March 31, the TIME TO WIN tournament brought together 57 affiliate teams. In total, they generated 1,611 sports FTDs across multiple brands within Boomerang Partners’ client portfolio. 40% of participants joined as new partners for this tournament.

Engagement levels varied across teams. 37% completed at least two tasks, while one team completed the full set of tasks.

Rossoneri Hub as the tournament’s central platform

All tournament activity was managed through the Rossoneri Hub – a dedicated platform developed as part of Boomerang Partners’ collaboration with AC Milan. During the tournament period, the Hub attracted 33,268 visitors. It served as the main entry point, hosting tasks and tracking participants’ progress.

A format built covering the full affiliate lifecycle

The structure of TIME TO WIN combined multiple aspects of affiliate activity within a unified platform. Participants completed tasks across five segments: performance, SMM, PR, brand surveys, and reviews. All of these contributed to their overall score.

The tasks were clearly defined, with fixed points awarded for each completed action:

  • Generating new sports users for brands within Boomerang Partners’ client portfolio – 10 points for each FTD
  • Completing the brand survey – 25 points
  • Contributing expert commentary as part of PR activities – 30 points
  • Participating in a dedicated SMM challenge – 25 points
  • Leaving a review on a selected platform – 20 points

The brand survey became the most popular task, while creative mechanics also played a role, including an AI-based challenge that resulted in 17 AC Milan kit concepts created by participants

AC Milan partnership as a value driver

A defining element of TIME TO WIN was its integration with AC Milan. All rewards were directly tied to the Club. This made the tournament more than a standard incentive program.

Participation gave affiliates access to experiences that reflect the level of the Boomerang Partners and AC Milan partnership – from merch packs and signed jerseys to matchday experiences and behind-the-scenes opportunities. These rewards cannot be replicated outside a top-tier football collaboration. They are designed as premium experiences.

Prize structure and winners

Winners will be determined across five prize tiers, each unlocked by reaching specific point thresholds. Notably, three teams (…) surpassed the 750-point threshold, qualifying for the top-tier experiences.

The prize structure included:

  • Prize 1 (150 points): TIME TO WIN Merch Pack for a team of five (3–5 sets)
  • Prize 2 (250 points): AC Milan official jerseys signed by players (five jerseys per set – 3–5 sets)
  • Prize 3 (350 points): A trip to the AC Milan v Cagliari match for five people (one set)
  • Prize 4 (550 points): A trip to the AC Milan v Juventus match, including pre-match access, for five people (one set)
  • Prize 5 (750 points): A trip to Milanello Sports Center, the heart of AC Milan, for five people (two sets)

In total, 15 partner representatives will attend the AC Milan v Juventus match. The main prize includes one winning team of up to five participants, while additional attendees will join through the Milanello experience.

To support this activation, Boomerang Partners expanded its ticket allocation based on demand. The company increased premium tickets by 300% and total ticket volume by 212% compared to the standard quota.

Anton Eshtokin, Chief Marketing Officer at Boomerang Partners, commented: “TIME TO WIN delivered exactly what we set out to achieve, bringing partners into an active phase at the right moment of the sports season and showing how teams performed under the same conditions.

The integration with AC Milan added a different layer to the tournament. The prizes were experiences tied directly to the Club – something affiliates don’t typically get through standard formats.

At the same time, the results carry into the third season of Golden Boomerang Awards, where the focus shifts to performance over time. This continuity is key to how we structure competition.”


From TIME TO WIN to Golden Boomerang Awards 2026

TIME TO WIN was designed as an entry point into a broader competitive framework. Participants who reached the 100-point threshold received bonus points toward the Golden Boomerang Awards 2026. The annual affiliate tournament, organized by Boomerang Partners, officially launched on April 3, marking the start of its third season

This year’s competition is built around the “Beyond the Moment” concept, reflecting a shift from short-term results to sustained performance over time. Rather than rewarding isolated spikes, the format emphasizes consistency, strategic execution, and the ability to remain competitive throughout the entire competition period. Further participation details are available on the official GBA 2026 website.

About Boomerang

Boomerang Partners is a rapidly growing global marketing agency offering a wide range of services. The Company is an Official Regional Partner of AC Milan. In 2024, it launched the inaugural Golden Boomerang Awards – a global tournament for affiliate teams. More than 400 affiliate teams participated in the second season of the tournament in 2025. Across its partner network, six new products were launched in 2024–2025, contributing to a nearly 1.5x growth in product users.

The company’s clients’ portfolio includes more than 10 brands operating across 40+ markets in compliance with local regulations. These products provide incentive programs and 24/7 multilingual support.

The post Boomerang Partners brought TIME TO WIN to a close with 57 teams having competed for exclusive AC Milan-related rewards appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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