Finland’s state-owned gambling operator, Veikkaus, is rolling out a phased “safety net” system to oversee customer loss limits based on age. The newly announced initiative introduces age-specific loss checkpoints to identify risky gambling behaviors and intervene as needed.
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Key Changes for Player Protection
Veikkaus is ramping up its player protection measures with these changes. New loss checkpoints will notify customers when they near predefined loss limits within a calendar year. To continue gambling beyond these checkpoints, customers must engage in a consultation with a specialist from Veikkaus. These checkpoints and limits vary by age:
– Ages 18-19: The first checkpoint is set at €4,000, with an annual loss limit of €8,000. – Ages 20-24: The first checkpoint rises to €8,000 with a €24,000 annual limit. And – Ages 25 and older: The first checkpoint is at €24,000, but notably, there’s no annual loss limit. These regulations apply to Veikkaus’ gaming offerings, excluding slot machines and table games at Casino Helsinki, which operate under separate rules. The rollout will also include clearer warning notifications and thousands of care calls annually to high-risk gamblers. Susanna Saikkonen, Veikkaus’ director of sustainability, commented, “The customer’s situation is assessed according to a pre-agreed operating model. If the decision is made to continue playing, the next loss checkpoint can be agreed with the customer.”
Focus on Proactive Care
Veikkaus frames these changes as part of its expanded responsible gambling strategy. Saikkonen highlighted their goal to improve identification of harmful gambling and offer proactive support using real-time data. “Our aim is to identify harmful gambling better than before and provide customers with proactive care communications,” she explained. “Lower loss limits are set for young customers because their financial situation and life circumstances are often still developing. Lower limits are a preventive measure to support safe and controlled gambling, helping young people monitor their gambling habits and stop in time if needed.”
Shifts in the Finnish Gambling market
As Finland prepares to open its gambling market to private iGaming operators in July 2027, Veikkaus’ monopoly days are numbered. Industry consultant Jari Vähänen has estimated that Veikkaus could be valued at up to €4.5 billion if sold, based on its annual gaming surplus. Digital verticals like online casino and sports betting might fetch €1 billion to €1.5 billion, while remaining operations such as Lotto could be valued around €3 billion. The changes arise in light of the Finnish parliament’s iGaming legislation enacted in January. Observers and Veikkaus have voiced concerns about insufficient regulation of the black market once new competitors join. “There is no real mechanism for the black market to, for example, block payments,” noted Jarkko Nordlund, head of iCasino and sportsbook at Veikkaus.
What’s Next?
the changing regulatory market is paving the way for private operators, raising questions about market dynamics post-2027. Still, the board’s next steps and future policy updates will be closely watched by industry insiders.
Garry Sputnim is a seasoned journalist and storyteller with over a decade of experience in the trenches of global news. With a keen eye for uncovering stories that resonate, Alex has reported from over 30 countries, bringing light to untold narratives and the human faces behind the headlines. Specializing in investigative journalism, Garry has a knack for technology and social justice issues, weaving compelling narratives that bridge tech and humanity. Outside the newsroom, Garry is an avid rock climber and podcast host, exploring stories of resilience and innovation.
