Veikkaus Set to Revamp Sportsbook with OpenBet Technology
Veikkaus is gearing up for an exciting transformation of its sportsbook, set to launch within the next few weeks on the OpenBet platform. This transition, supported by its dedicated in-house trading team, aims to elevate offerings specifically related to Finnish sports betting.
Having transitioned away from the DraftKings B2B platform, Veikkaus is strategically positioning itself to thrive in Finland’s burgeoning online gambling landscape, which is poised for competitive expansion in January 2027.
Enhancing Competitiveness with Local Expertise
Andreas Reimblad, VP of Betting at Veikkaus, explains that the shift to OpenBet is pivotal for enhancing competitiveness. This move not only upgrades product quality but allows for unique features that resonate with Finnish bettors.
The new sportsbook is significantly bolstered by Veikkaus’ in-house trading team, capable of generating customized odds for local sports such as ice hockey, floorball, and pesäpallo—the Finnish equivalent of baseball.
Reimblad emphasizes the importance of these self-trading capabilities: “We see this as a distinctive advantage. Being able to create tailored markets enables us to deliver unmatched accuracy and options, setting us apart from international competitors.”
The Strategic Advantage of In-House Trading
Generating in-house odds is integral to Veikkaus’ strategy, as Reimblad notes: “For many international operators, Finland represents a smaller market. However, having our own trading team allows us to carve out a unique niche. We really embody the Finnish sports betting landscape, especially in local sports.”
In September 2023, Veikkaus entered a four-year partnership with OpenBet, acquiring their sportsbook platform alongside managed trading services. This collaboration aims to refine Veikkaus’ product offerings, enhancing competitiveness in a market that is gradually moving away from its previous monopoly.
The liberalization of Finland’s gambling market began in July of the previous year, with the government taking steps to create a more open environment for online gambling through a draft bill.
Departure from DraftKings: A New Direction
Previously reliant on the SBTech platform prior to its acquisition by DraftKings in 2020, Veikkaus faced challenges as DraftKings subsequently phased out its B2B services in March 2021.
Reimblad shared insights on the difficulties faced during this transition: “With our former supplier discontinuing their B2B operations, we often lagged behind other operators in product development.”
Looking ahead, Reimblad is optimistic, stating, “Our launch is targeted before mid-summer, ideally well ahead of the August football season.” His recent appointment in July 2024, after serving as director of sportsbook at Kindred, reflects his eagerness for new challenges and the freedom to innovate at Veikkaus.
Jarkko Nordlund, Veikkaus’ EVP for iCasino and Sports Betting, passionately expressed in a recent iGB interview, “The industry seems to be waiting for Veikkaus to falter, and I’m determined to prove them wrong.”
This revamp of the sportsbook is just one facet of a larger restructuring initiative aimed at modernizing technology and product offerings as Veikkaus embarks on a new chapter in Finland’s open iGaming market.