Veikkaus has officially joined The Gambling Industry Association Finland (Rahapeliala ry), strengthening the industry's collective voice as Finland moves towards a competitive licensing system.
The state-owned operator became a member of the trade association on 2 September, marking what it described as a natural step in supporting the country's gambling reform alongside other licensed operators. Founded in 2022, Rahapeliala ry advocates for the development of a responsible and sustainable gambling market in Finland.
Veikkaus President and CEO Olli Sarekoski said the association has played an important role in preparing for the regulatory transition, adding that closer cooperation between industry participants will be essential to ensuring the future market operates effectively. He also said the membership reflects Veikkaus' commitment to advancing shared industry objectives during a period of significant change.
The association welcomed the move, noting that Veikkaus' long history in the Finnish market will strengthen both its representation and expertise as discussions around the new licensing framework continue.
The membership announcement comes as Veikkaus continues to reshape its leadership team ahead of increased domestic competition and its longer-term international ambitions.
Last week, the operator appointed Chris Armes as EVP of Gaming Technologies and a member of its executive team. Armes, who joins from High5Games, will oversee the company's technology operations from Helsinki and lead the development of scalable digital platforms, cloud infrastructure, cybersecurity and artificial intelligence initiatives supporting player protection.
The technology appointment follows a series of senior leadership changes at Veikkaus. EVP Velipekka Nummikoski stepped down at the end of August after 14 years with the company, while Ilkka Kosola is expected to assume the role of Chief Financial Officer later this month. Earlier this year, Janne Rajalahti and Eeva Salonen also joined the operator's Board.
The changes form part of Veikkaus' broader strategy to prepare for Finland's regulated competitive market and support its ambition of becoming an international gambling group by 2030.
The Gambling Industry Association Finland was established in 2022 to support a responsible and sustainable regulated gambling market
