Finland’s Veikkaus Rolls Out New Player Protection Tools
HELSINKI – Finland’s state-owned gambling operator Veikkaus will introduce new age-based loss alerts and limits from June 9.
LISTEN TO THIS ARTICLE:The new model will add personalized safer gambling checkpoints to customer profiles, with younger players facing earlier warnings and lower annual loss limits than older customers.
Veikkaus said the system is designed to identify harmful gambling more quickly through real-time data and give players earlier contact from its safer gambling team.
Younger Players Face Lower Loss Limits
Under the new model, players aged 18 and 19 will receive an alert when their losses approach €4,000. Their annual loss limit will be set at €8,000. Customers aged 20 to 24 will be contacted when their losses approach €8,000, although their annual limit will remain €24,000. Players aged 25 and over will receive a notification when their losses near the existing €24,000 annual cap.
Susanna Saikkonen, Veikkaus’ Director of Responsibility, said younger customers face lower thresholds because their financial and personal circumstances may still be developing.
Lower loss limits are being set for young customers because their financial situation and life situation are often still developing, and the risks related to gambling can be greater”
She added that the limits are intended to support safer gambling and help young players stop before losses become more serious.
More Responsible Gambling
Care Team Will Contact Players
When a customer reaches a loss checkpoint, Veikkaus’ safer gambling team will contact them to discuss their gambling behaviour. The discussion will follow a set operating model. If the customer continues gambling, Veikkaus said a new loss checkpoint may be agreed depending on the player’s situation.
“Our goal is to identify harmful gaming better than before using real-time data and to offer customers proactive care communications”, Saikkonen said.
The system applies to online gambling. Slot machines and table games at Casino Helsinki will continue to use separate monitoring tools.
Veikkaus already makes thousands of care calls each year and sends responsible gambling messages through its services. The new checkpoints expand that approach by linking intervention more directly to real-time loss data.
Finland Prepares for Market Opening
The changes come as Finland prepares to move away from Veikkaus’ online gambling monopoly.
The country is expected to open a multi-licence online gambling market on July 1, 2027, allowing private operators to compete in the Finnish market. More than 30 licence applications have reportedly already been submitted, although Finland’s player protection plans have raised industry questions around responsible gambling, self-exclusion and loss limits.
Veikkaus’ approach also follows the model used by Paf, the Åland Islands-based operator, which has introduced tiered loss limits and positioned itself around player safety.
Both Veikkaus and Paf are expected to compete more directly once Finland’s licensed market opens. Veikkaus has also been expanding internationally through its B2B arm, Fennica Gaming, and has said it wants to become a significant European gambling provider by 2030.
The new safer gambling measures give Veikkaus a chance to strengthen its responsible gambling position before Finland’s market moves into a more competitive phase.
RELATED TOPICS: Responsible Gambling
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