Veikkaus Sees Progress from Responsible Gambling Measures

Veikkaus, the Finnish gaming monopoly, has just published customer data revealing that 7% of players are responsible for 50% of its takings.

The first half of this year saw roughly 1.7 million customers play Veikkaus games, which means that half of the company’s revenue came from 119,000 players. Even more surprisingly, when looking at the entirety of Finland’s gambling industry, 50% of the money spent on gambling comes from just 2.5% of players.

Lauri Halkola Veikkaus Director of Data and Analytics

This information gives us a positive message that the direction of our responsibility measures is the right one. The reading is based on data on identified gambling and covers the majority of euros played to Veikkaus, including slot machines.

Lauri HalkolaVeikkaus Director of Data and Analytics

The figures come after Veikkaus has started taking steps to try to improve its reputation in the country. A survey carried out in 2019 by the Finnish polling specialist Bilendi on behalf of iGaming affiliate Kasino Curt found that a majority of Finns supported the idea of abolishing the company, which is owned by the Finnish government.

In January this year, Veikkaus took a major step towards repairing its image by adding compulsory ID verification controls across its entire network of slot machines. Impressively, 80% of players have registered, and the aim is to have all Veikkaus gaming authenticated by 2023 as part of the company’s efforts to create “a safer and more responsible gambling framework.”

Halkola added that the company intends to take further measures to prevent problem gambling and that the goal “is also to significantly reduce the share of problem gambling with our solutions”.

The measures appear to be working; a recent ‘Trust & Reputation survey’ found that the general public has a much-improved view of the gambling monopoly.