Veikkaus Prepares for Dozens of Job Cuts Ahead of Market Liberalization
Veikkaus says it may eliminate up to 31 roles as it reorganises ahead of Finland’s planned shift to a multi‑licence gambling market.
LISTEN TO THIS ARTICLE:The state‑owned lottery and gaming operator announced on 20 October that its restructuring programme could result in as many as 31 redundancies, while creating 22-28 new positions aimed at strengthening competitiveness. The company said roughly 20-30 employees are currently engaged in formal change negotiations, which will last at least three weeks, with any actual dismissals expected to be carried out in 2027 as the company adapts to a liberalised market.
Veikkaus framed the adjustments as strategic: the cuts are intended to concentrate resources on core business areas and to build the skills the firm anticipates needing when private companies apply for Finnish gambling licences. The restructuring comes as Finland moves forward with the reform of the gambling system, a legislative project by the Ministry of the Interior to introduce a multi-licence framework. Reija Laaksonen, Veikkaus’ director of communications and human resources, said the company is aligning moves to match its future operational needs.
These changes are necessary to sharpen our focus on core operations and to ensure Veikkaus has the capabilities to compete when private licence holders enter the Finnish market. We will carry out any measures in accordance with applicable legislation and aim to safeguard the competencies required for a sustainable operator in a liberalised environment.
The announcement comes as Helsinki prepares legislation to replace the current monopoly model with a multi‑licence framework. Market liberalisation in other European countries has attracted large international groups such as Entain, Kindred and Flutter; Veikkaus’ restructuring appears to be an attempt to ready the state operator for a more open and competitive landscape.
Related: Finland Seeks EU Approval for Gambling Reform
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Nov 07, 2025Veikkaus Under Review for Advertising
Alongside workforce changes, Veikkaus is facing renewed scrutiny over its marketing activities. Finnish media reports say Veikkaus ran sponsored content on social media platforms, including posts promoting Casino Helsinki and online poker events – activity that may conflict with Finland’s Lottery Act, which constrains promotion of casino and slot games largely to physical venues.
Finland’s National Police Board has opened an inquiry to determine whether the social media posts constitute unlawful advertising. Senior inspector Johanna Syväterä, speaking about the probe, underlined the regulatory challenge: “Sharing factual information about casinos and gambling halls is permitted, but the boundary between information and promotion can be very narrow. Visual or emotionally charged elements may turn informational material into advertising”.
Veikkaus has defended its marketing approach, saying it sought prior guidance from authorities and believes its campaigns complied with existing rules. The company also highlighted that its planned job and role changes are intended to meet both strategic needs and legal obligations as the market evolves.
Regulators and industry stakeholders will be watching closely. If the police determine that Veikkaus breached advertising restrictions, the finding could prompt changes to how state and private operators communicate in Finland’s newly liberalised marketplace.
What Veikkaus’ Changes Mean Ahead?
The combination of staffing changes and a regulatory probe places Veikkaus at a delicate juncture. The operator must balance public‑interest obligations tied to its state ownership with the commercial demands of a competitive market. Labour negotiations and any subsequent redundancies are likely to stretch into 2027, while the outcome of the police review could reshape marketing practices ahead of licence awards.
For players, staff and smaller service providers in the Finnish gambling ecosystem, the coming months will reveal how rapidly the market adapts. Veikkaus’ moves are an early indication that established operators will retool their organisations and messaging as Finland transitions from a monopoly model to a multi‑licence regime. Observers expect further regulatory guidance and industry reactions as the law advances through the political process and enforcement decisions emerge from the ongoing investigation.
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