Veikkaus is transitioning away from the DraftKings B2B platform to prepare for the highly competitive Finnish online gambling market, set to open in January 2027. The operator aims to bolster its betting offerings by integrating OpenBet technology, which, according to VP of Betting Andreas Reimblad, will improve the quality of its product.
A significant element of this updated sportsbook is the incorporation of in-house trading team capabilities, allowing Veikkaus to create localized odds for Finnish sports, including ice hockey, floorball, and pesäpallo, which is similar to baseball. "A big reason why we’ve used OpenBet is that we wanted those self-trading capabilities, as we really see it as a unique position for us. We can create markets and a product that no one else in the market can, with the accuracy that we can," Reimblad stated.
This ability to generate internal odds is expected to provide Veikkaus with a competitive edge. Reimblad notes that for international operators, Finland represents a relatively small market, making Veikkaus’s in-house functions distinct. "It’s not many that have their own trading team who are actually doing the odds compiling for the market. I would even state that we are the market in some of the local sports," he remarked.
In September 2023, Veikkaus formalized a four-year partnership with OpenBet for its sportsbook platform and managed trading services, following a tender process aimed at enhancing its product suite in light of the anticipated market liberalization. At the time of the agreement, Finland maintained an iGaming monopoly; however, the government and trade associations were exploring the possibility of opening the market.
Finland's market liberalization process began in July 2022 when the government published a draft bill outlining proposed guidelines for a deregulated gambling environment.
Previously, Veikkaus operated on the SBTech platform until DraftKings acquired SBTech in 2020. In March 2021, Veikkaus announced it would cease its B2B activities under DraftKings. "Our current supplier DraftKings announced they were not continuing with their B2B element. The development of the product has been far from ideal… particularly when we’ve seen other operators being very quick in developing their product and platforms," Reimblad explained.
Reimblad confirmed that the launch is scheduled to occur before mid-summer, likely ahead of the football season that resumes in August. He joined Veikkaus in July 2024 from Kindred, where he served as director of sportsbook, seeking the opportunity to implement his ideas.
Veikkaus's Executive Vice President for iCasino and Sports Betting, Jarkko Nordlund, has expressed determination amid skepticism: "Everyone is waiting for Veikkaus to fail. And it’s my personal mission to prove everyone wrong." The upgraded sportsbook is part of a larger technological and product restructuring at Veikkaus as it gears up for Finland's transition to an open iGaming market.
