Veikkaus Confronts Allegations of Unfair Practices in Finnish Gambling Market
A recent complaint lodged by Swedish horse racing operator ATG against Veikkaus has raised serious concerns regarding potential unfair competition in Finland’s impending open gambling market.
ATG has formally accused Veikkaus of exploiting its dominant position within the market, as reported to the Finland’s Competition and Consumer Authority (Kilpailu- ja kuluttajavirasto). The timing of these allegations is particularly poignant as Finland transitions to a more liberalized remote gambling framework.
In response to the claims, Veikkaus has firmly rejected accusations of market abuse. The organization emphasizes its commitment to operating within legal boundaries and maintaining competitive fairness.
The crux of ATG’s complaint lies in Veikkaus’ recent strategies, notably its decision to limit the distribution of Swedish trotting races to Finnish customers. ATG’s Director for Finland, Mikael Bäcke, highlighted that for over a decade, Veikkaus had been a partner in providing access to all Swedish horse races. However, he notes a marked decline in the availability of these races over the past ten weeks, with the situation exacerbated by Veikkaus halting the sharing of racing data and video feeds from Finnish tracks, which undermines betting opportunities for Swedish participants.
Bäcke argues that such actions are detrimental and warn that they may skew competitive conditions even before the market is officially opened. He is urging the FCCA to take immediate action and provide clarity on these accusations.
The complaint outlines several critical issues, including Veikkaus’ move to dissolve its partnership with ATG. Bäcke asserts that the monopoly operator has stated intentions to completely retract its offerings of bets on Swedish horse races.
Another significant concern for ATG centers on Veikkaus’ access to a substantial database of 2.6 million players, which they could leverage to cross-promote services through their iGaming platform. This advantage could place private operators at a serious disadvantage as they enter the redesigned market landscape.
Veikkaus, on its part, has responded to the FCCA’s inquiries, stating that it will thoroughly review the allegations and respond within the appointed timeframe. Hanna Kyrki, executive vice president and general counsel at Veikkaus, labeled ATG’s claims as “incomprehensible and entirely false,” asserting that the organization denies the accusations categorically.
As the market anticipates its shift toward liberalization, the Finnish government has taken steps to enable private operators to engage in betting on trotting and horse racing. This decision was formalized by a cross-party parliamentary committee prior to the regulatory proposal being submitted to the European Commission last November, with the liberalized market expected to launch in January 2027.
Beyond the partnership with Veikkaus, ATG is exploring further opportunities in Finland. In April, they announced a joint venture with the Finnish equestrian association, Suomen Hippos, aimed at providing a diverse array of betting options, including sports and racing, to Finns in this new competitive environment. Bäcke’s recent appointment as CEO for this venture signifies ATG’s commitment to establishing a robust presence in Finland’s gambling landscape.