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“As from the beginning of 2024 Veikkaus is the first gaming company in the world to require identification in all digital and physical channel games. When the customers can play only with identification, it is possible for them to track their total playing from the game history.” Veikkaus Responsibility Director, Susanna Saikkonen
THE VEIKKAUS OPERATIONS Today the Veikkaus group consists of parent company Veikkaus Oy and subsidiary Fennica Gaming Oy. Veikkaus is a limited liability company owned by the state of Finland. Te company has nearly 1,250 employees at 70 locations throughout Finland. Games are available via various Points of Sale and online via
Veikkaus.fi and the Veikkaus app. Tere are more than 6,000 agent sales points and most coupon games can be played via 3,700 shops, kiosks, or gas stations. It operates Casino Helsinki which is one of 45 gaming venues operated by Veikkaus under the Pelaamo, Playhouse and Veikkaus brands mostly Grand Casino Helsinki is the only casino at the moment in
Finland after Veikkaus opened a second casino in Tampere in 2021 only to close this down two years later in December 2023. Casino Helsinki opened in 1991 as Casino RAY and was
originally located in connection with Hotel President. Te name was later changed and the casino was moved to a modern spacious location on the edge of Rautatientori Square (Railway Square). Tere are 23 table games plus five poker games and 270 slots and 16 Touchbet terminals plus bars and restaurants and entertainment. Casino Tampere opened next to the Nokia Arena in the city
centre of Tampere in December 2021. Te casino formerly employed 80 croupiers and customer service staff. Veikkaus operates consumer games divided into Lucky Games
(Lotto, Eurojackpot, Vikinglotto, Jokeri, Keno, ebingo, scratchcards) Casino Games (online and at arcades), and Betting Games (Live betting, Moniveto, Tulosveot, football pools and Toto games). Lucky Games accounted for 54.3 per cent of revenue, followed
by casino games with 34.4 per cent and betting games with 11.3 per cent. Veikkaus’ subsidiary Fennica Gaming offers gaming outside
of Finland. Fennica launched its operations in January 2022 and is the international B2B arm of online gaming business for Veikkaus. Its e-instant games are already offered in three continents (13
countries) and in eight different national lottery companies. At the end of 2023 more than 90 localised games had been launched. Fennica signed its first contract with Lotteries Entertainment
Innovation Alliance, a joint venture launched last year by Veikkaus in collaboration with Denmark’s Danske Lotteri Spil, Francaise des Jeux in France, and Norway’s Norsk Tipping. Norsk Tipping is now live with Fennica gaming content and
games are also accessible via Svenska Spel in Sweden. Te objective last year was to expand the eArpa service to
new markets. By the end of 2023 Finnish online lotteries were available in the Nordic countries, the Baltic states, Central Europe, and America. Fennica’s net sales for the first full year of operation in 2023 was €1.1m. Meanwhile, a reform of the Lottery Act in 2021 requires the compulsory identification of slot machine players. Veikkaus announced in January 2024 that all its games are
now set up for registration and as such, it is the first gaming company worldwide to require identification for all digital and physical games. Te identification process means players, who previously only identified themselves when they played Veikkaus online games, need to identify themselves with slot machines making it possible to introduce restrictions to manage at-risk gambling in slots. Te requirement came into force in January 2022 following a
transition period and enables the authorities to monitor the age restrictions for players more effectively. Te aim of the identi- fication process is to prevent gaming disadvantages, facilitate age limit monitoring, and provide a safe gaming environment. It also enables the identification of high-risk gambling patterns via data analysis. In 2023, Veikkaus’ gambling harm prediction system enabled
them to make more than 3,700 calls to at-risk players. An auto- mation-based care and communication model was also introduced for high-risk players. Veikkaus Responsibility Director Susanna Saikkonen said:
“As from the beginning of 2024 Veikkaus is the first gaming company in the world to require identification in all digital and physical channel games. When the customers can play only with identification, it is possible for them to track their total playing from the game history.” Scratchcards were the last game to require ID and came into
force in January last year. Players can identify themselves with the Veikkaus card, driver’s licence, or personal identification.
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