Veikkaus rolls out OpenBet sportsbook platform ahead of Finnish market reform

Veikkaus, Finland’s government-owned betting operator and a member of the World Lottery Association, has launched a next-generation sports betting platform built by technology supplier OpenBet. The move, announced on 29th May 2025, is part of a long-term partnership aimed at modernising the operator’s offering across both digital and retail channels ahead of Finland’s planned gambling market reforms in 2027.

The new platform is now live across Veikkaus’ online services and its retail network of more than 4,000 point-of-sale terminals. OpenBet supplied a modular, custom-configured sportsbook system built on cloud-first architecture, which the companies say allows automatic scaling and real-time updates to improve efficiency and flexibility.

Managed trading services

As part of the rollout, Veikkaus has also implemented OpenBet’s Managed Trading Services, which support the operator’s in-house team with real-time odds, risk management and content covering global and local sports. According to OpenBet, the service handles more than 300,000 in-play events annually and is underpinned by a trading team with a track record of maintaining full uptime during major sporting events.

The partnership adds Veikkaus to OpenBet’s client base among World Lottery Association members, with the supplier stating its technology now powers 21 lotteries worldwide.

Preparing for competition

Runa Walia Desai, Chief Customer Experience Officer at OpenBet, said the launch was intended to help Veikkaus remain compliant while staying competitive as Finland’s market opens up to greater competition.

Jarrko Nordlund, EVP for iCasino and Sports Betting at Veikkaus, said the partnership with OpenBet was designed to strengthen the operator’s technological capabilities ahead of increased market competition, describing the launch as heralding a new phase for sports betting in Finland.

The announcement was issued by Square in the Air on behalf of OpenBet.