Finland’s state-owned gambling operator, Veikkaus, will implement a new phased “safety net” system that will monitor and manage age-based customer loss limits.
The initiative, announced last week, will feature age-specific loss checkpoints designed to identify and intervene when players approach risky levels of gambling activity.
Key changes
Veikkaus has implemented a series of measures aimed at improving player protection. A new key addition will be the loss checkpoints. Customers will receive notifications once they reach predefined cumulative loss thresholds within a calendar year. Before continuing play beyond these checkpoints, customers must engage in a care conversation with a specialist from Veikkaus.
Loss checkpoints and annual limits are now differentiated by age groups:
- 18-19 years: First checkpoint at €4,000 with an annual loss limit of €8,000.
- 20-24 years: First checkpoint at €8,000 with an annual loss limit of €24,000.
- 25 years and older: First checkpoint at €24,000.
Notably however, Veikkaus has removed the annual loss limit for those aged 25 and above, leaving only a first checkpoint of €24,000.
These limits apply across Veikkaus’ gaming products but explicitly exclude slot machines and table games at Casino Helsinki, which are governed by separate controls.
The operator plans to roll out clearer warning notifications and will continue making thousands of care calls annually to at-risk players.
In the announcement Susanna Saikkonen, Veikkaus’ director of sustainability, said: “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.”
‘Proactive care communications’
Veikkaus has framed these changes as an enhancement to its responsible gambling strategy.
Saikkonen emphasised the aim to provide care to the operator’s customers.
“Our goal is to identify harmful gambling better than before using real-time data and provide customers with proactive care communications,” she said. “Lower loss limits are set for young customers because their financial situation and life circumstances are often still developing and the risks associated with gambling can be greater.
“Lower limits are a preventive measure with which we want to support safe and controlled gambling and help young people monitor their own gambling and stop in time if necessary.”
Changing of the seasons
As the Finnish gambling market prepares itself to open to private iGaming operators in July 2027, ending Veikkaus’ monopoly, the regulator’s fate has been highly debated.
Industry consultant Jari Vähänen estimated the entire business could be valued at up to €4.5 billion ($5.24 billion) if sold. This was based on a 10x multiple of Veikkaus’ annual gaming surplus of €450 million. He estimated that digital verticals, including online casino and sports betting, could be worth €1 billion-€1.5 billion. Meanwhile, the remaining monopoly business, including Lotto and gaming machines, could be valued at approximately €3 billion.
The Finnish parliament decreed a change in the country’s gambling industry in its iGaming bill that came into effect in January this year. Industry observers, as well as Veikkaus itself, have warned of the potential lack of regulation for the black market once new operators can join the scene.
Jarkko Nordlund, head of iCasino and sportsbook at Veikkaus said: “There is no real mechanism for the black market to, for example, block payments, or whatever, for the ones operating outside the licensed system.”
Kathryn Evans
Kathryn covers bitesize breaking news with a primary focus on EMEA and US legislation. A proud North Walian, fluent Welsh speaker and lifelong Wrexham FC fan – long before Hollywood came calling.
