Finnish Operators Reshuffle Ahead of 2027 Regulated iGaming Launch
Veikkaus is reorganizing its senior team while new market entrants gear up for a regulated online gambling market expected in 2027.
LISTEN TO THIS ARTICLE:Finland’s incumbent state gambling operator Veikkaus has confirmed an internal reshuffle as the country prepares to open regulated online gaming in 2027. Deputy CEO Velipekka Nummikoski will move into a new project role from January, and the deputy CEO position will be discontinued. Her prior responsibilities for public relations have been reassigned to Tuomo Puumala, who currently serves as director of data, artificial intelligence, customer service and corporate responsibility at the state-owned group.
The changes come as Veikkaus implements structural adjustments tied to the pending split of the company. Under the planned reorganisation, one legal entity will retain the monopoly on lottery and retail sports betting, while a separate company will be established to compete in the regulated online market once new rules take effect.
Veikkaus chief executive Olli Sarekoski praised Nummikoski’s contribution in a statement marking the move: “I would like to thank Nummikoski for many years of good management and teamwork for the benefit of the Finnish gambling company and, thus, for all Finns. His contributions, including to the new Gambling Act, have been very significant.”
Related: Veikkaus Prepares for Dozens of Job Cuts Ahead of Market Liberalization
New Entrants Gear Up for Regulated Market
Parallel to internal moves at Veikkaus, prospective competitors are bolstering their leadership ahead of market liberalisation. Hippos ATG, the joint venture formed by Sweden’s ATG and Finland’s trotting organisation Suomen Hippos, has appointed Jussi Nurmi as chief operating officer. Nurmi brings around a decade of iGaming experience, having held senior positions at Betsson and TonyBet.
Nurmi said he was motivated by the opportunity to build a contemporary operator for Finnish players: “Hippos ATG combines strong heritage with a clear ambition to build a modern and sustainable business for the Finnish market. I’m excited to contribute to creating a competitive and responsible gaming company in Finland.” His appointment follows the naming of Mikael Bäcke as Hippos ATG chief executive earlier this year, signalling the venture’s intent to enter the newly regulated space.
The joint venture’s senior hires underline how international suppliers and domestic stakeholders are positioning themselves ahead of legislative milestones. Industry observers expect that the split of Veikkaus and the entry of consortiums such as Hippos ATG will materially reshape competition for online casino and betting customers in Finland.
Regulatory preparations are already underway: Finnish lawmakers and the Ministry of Finance have been drafting the updated Gambling Act and ancillary rules, and market participants are preparing compliance, player protection and anti-money-laundering frameworks in anticipation of a 2027 start.
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Market Outlook and What to Watch Next
With several months until the expected market opening, decisions on licensing conditions, taxation, and consumer-protection requirements will determine how attractive Finland becomes to both established European operators and local consortiums. The split of Veikkaus into a monopoly-retained retail arm and a competitive online entity is an unusual model that raises questions about market access, asset transfers and the handling of legacy responsibilities such as funding for social causes linked to gambling profits.
Analysts say the sequence of appointments and structural changes is consistent with a wider European pattern where incumbents and new entrants retool operations and leadership to satisfy regulators and win market share. Operators that can demonstrate robust compliance programmes, effective player-safety measures and clear anti-money-laundering controls are likely to have an advantage when Finnish authorities issue licences.
Key developments to follow include publication of the final draft of the Gambling Act, the detailed licensing framework, and whether Veikkaus’s split will involve the transfer of customer databases or brand assets. The choices made by regulators and market players over the next 12-18 months will shape Finland’s online gambling landscape long after licences start to be awarded.
RELATED TOPICS: Regulation
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