Veikkaus is gradually introducing a new 'individual care' safer gambling model in anticipation of the gambling market liberalisation.
The rollout's first step will introduce loss checkpoints on 9 June, helping players better understand their gambling activity. Users will be notified when their losses approach the checkpoint. If they wish to continue playing, they will be directed to Veikkaus care specialists for an assessment.
Simultaneously, the operator will modify the overarching annual loss limit of €24,000, which has been applied to all customers, by introducing age-group loss limits.
For the 18–19 age group, the first loss checkpoint will be €4,000, while the annual loss limit will be €8,000. Regarding players aged 20–24, the checkpoint will be set at €8,000. Meanwhile, for this group, the annual loss limit will amount to €24,000. For individuals aged 25 and older, the loss threshold and the annual limit will be set at €24,000.
Veikkaus VP of Sustainability Susanna Saikkonen stated: ‘’ Our aim is to identify harmful gambling better than before by using real-time data and to provide customers with preventive care communications. Our customers may encounter informative, awareness-raising messages while using our services. In addition, we make thousands of care calls every year.’’
Meanwhile, checkpoints and annual loss limits will not apply to slot machines and table games at Casino Helsinki, as this venue has its own methods for responsible gambling control.
The operator has historically worked to build a safer environment, with customers already having access to a wide range of responsible gambling tools. The latest initiative aims to make the overall approach to player safety more individualised.
Finland's upcoming gambling market reform has sparked a renewed debate regarding the potential sale of Veikkaus. Governing parties are either withholding their position or taking a cautious approach. Some party members are stressing the importance of thoroughly analysing market conditions and the broader social impacts before making any decisions.
Finnish gambling expert Jari Vähänen reported that international gambling companies are interested in potentially acquiring Veikkaus, which could be valued at approximately €4.5bn
