Key Moments:
- Veikkaus has forecast up to 31 layoffs as Finland prepares for a multi-license market in 2027.
- The company plans to create between 22 and 28 new positions to strengthen its competitiveness.
- The National Police Board is investigating Veikkaus’ recent advertising activity on Meta platforms.
Transition to a Competitive Gambling Landscape
Veikkaus, Finland’s state-owned gambling operator, will begin several organizational changes ahead of major gambling reforms planned for 2027. This reform will end Veikkaus’ monopoly. As a result, private operators will soon be able to apply for Finnish gambling licenses under a multi-license system.
In its 20 October update, Veikkaus said up to 31 employees may lose their jobs as part of its restructuring. Meanwhile, the company expects to open 22 to 28 new roles to prepare for stronger competition in a more open gambling market. Current formal negotiations involve approximately 20 to 30 staff members and are slated to last for no less than three weeks.
Strategic Refocus for Future Viability
The restructuring initiative is geared towards enhancing Veikkaus’ focus on its essential business functions and equipping the company for competition from international operators entering Finland’s gambling arena. Reija Laaksonen, Director of Communications and HR at Veikkaus, stated that these measures are integral to ensuring the company remains “fit for the future” and matches the capabilities of forthcoming market entrants.
“When targeting possible measures, Veikkaus will pay special attention to the organization’s business requirements and to ensuring competence in line with Veikkaus’ strategy,” Laaksonen explained. “Any measures would be implemented in accordance with applicable legislation.”
The Finnish government outlined that the new licensing system seeks to maintain a careful balance between safeguarding players and fostering a competitive marketplace. A further goal is to reduce the attractiveness of unlicensed offshore gambling options, which currently operate in the Finnish market.
Scrutiny Over Advertising Approaches
In parallel with its structural changes, Veikkaus is now subject to increased attention concerning its marketing practices. Reports from Finnish media indicated that Veikkaus ran sponsored content on platforms managed by Meta, including Facebook and Instagram, aimed at promoting its casino and poker products. These actions may conflict with established Finnish regulations governing gambling advertising.
The Finnish Lottery Act confines the promotion of casino and slot machine offerings to within physical gaming locations. Nevertheless, the company’s 2025 campaigns included animated and video advertisements for Casino Helsinki and online poker events, appearing as “sponsored posts” on users’ feeds.
The National Police Board has initiated a review to ascertain whether this advertising breaches current Finnish law. Senior Inspector Johanna Syväterä commented that although communicating factual information about gambling venues is allowed, “the line between information and advertising can be thin.” She noted that content with visual or emotional components, such as animation or evocative language, may be interpreted as marketing rather than information.
Veikkaus maintains it acted fully in line with legal requirements and asserted it had sought guidance from regulatory authorities ahead of its campaigns. However, the Police Board responded that it had not received such consultation, and the matter remains under official review.
Summary Table of Veikkaus Restructuring Plans
| Aspect | Details |
|---|---|
| Projected Layoffs | Up to 31 positions |
| New Roles Expected | Between 22 and 28 |
| Change Negotiation Participants | Approximately 20 to 30 employees |
| Negotiations Duration | At least three weeks |
| Start Date of Public Update | 20 October |
- Author
Daniel Williams
