Safe gaming a priority for newly merged Veikkaus

Safe gaming a priority for newly merged Veikkaus

Friday, January 6, 2017
Finish state gaming operations are now under a single brand

2017 has seen the three Finnish gaming operations, Fintoto, Finland’s Slot Machine Association RAY, and Veikkaus, merge into one body under the Veikkaus brand.

The merger aims at strengthening the Finnish gaming system while at the same time reinforcing the mitigation of the social and health-related problems that are associated with gaming.

Olli Sarekoski, who is heading up the enlarged organisation as CEO, explained: “For our customers, the merger means a more versatile game portfolio and even better customer experiences. The tools for the self-control of gaming will also be gathered on one website in 2017. Safe gaming with moderate stakes are among the new company’s main priorities.”

While the merger has completed after many months of planning, customers will not be able to see the changes at once. The game portfolio will be preserved and the points of sale continue to serve the customers just as before. The webstores,, and, together with the related user IDs will also stay the same at the beginning of the year.

Similarly, all the revenues of the new company will continue to be used for good causes. Out of the proceeds, 53% will be channelled to sports, science, culture, and youth work. Promoting health and social wellbeing will receive 43% of the funds, whereas horse breeding and equestrian sports will receive 4%.

Sarekoski added: “Thanks to the players, over one billion euros are accumulated for the common good every year. The funds are distributed for purposes that, for example, enable Finns to engage in different free time activities, stay healthy, and get well. They are used to support many kinds of volunteering activities and to help people in everyday crises.”

It is still very much an arm of government though, as the funds will be distributed by the Ministry of Education and Culture, the Ministry of Agriculture and Forestry and the Ministry of Social Affairs and Health.

Last year, Sarekoski told “The merger enables us to offer our customers more interesting games and better service. This way, the new company helps us to channel gaming towards domestic games that are legally operated and safe.”

Totally Gaming says: It will be interesting to see what the new style Veikkaus will bring to the table in terms of operational expediency. With the mass convergence of gambling verticals and channels in the wider industry, it is probably effective on one level, but the combination of three businesses at once will bring huge challenges. 


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