Finland’s national lottery operator Veikkaus has signed a deal with Blueprint Gaming, upping its iGaming abilities ahead of significant market changes in 2027.
The agreement will see Veikkaus integrate Blueprint’s gaming portfolio including Rick and Morty, Strike Back, The Flintstones, Ted Afterparty, King Kong and Fishin’ Frenzy.
Veikkaus is targeting an expansion of its iGaming portfolio via the deal, with the firm potentially looking to prepare itself for a more competitive market in the future.
As well as being Finland’s lottery operator, the company also holds the monopoly over sports betting and iGaming in the country – but this is all set to change when a multi-licence market comes into play in 2027.
Samuel Haggblom, Director of Key Accounts at Blueprint Gaming, said: “We are thrilled to join forces with Veikkaus, one of Europe’s most respected and responsible state-owned operators, in a move that significantly strengthens our presence across the continent.”
Although Veikkaus is set to lose its monopoly in 2027, this is not a prospect the company is particularly displeased about – actually, the company has been actively encouraging Finnish policymakers to do this for some time.
Finland’s channelisation rates – the percentage of gamblers who use licensed companies instead of unlicensed ones, which in Finland would mean only Veikkaus – were falling way below the government’s 90% target for some time.
Veikkaus believes that a transition to a multi-licence market, one which will see new competitors enter the online sports betting and gaming space while it retains monopoly over lotteries and land-based gaming, is a necessary remedy to this issue.
However, while Veikkaus may be keen to see Finnish gambling liberalise, it is also aware that this new competition will need to be addressed. This explains partnerships with the likes of Blueprint, which in turn sees its deal with Veikkaus as a potential new dawn in the Nordics.
“Finland continues to stand as an exciting opportunity for Blueprint, and through this collaboration, we are bringing our market-leading portfolio, from much-loved franchises to our latest innovations, to a whole new audience of players.”