Veikkaus: Creating a safer and more responsible gaming environment

Finnish gambling operator Veikkaus is revamping its operations to put more emphasis on responsible gambling. 

The company plans to reduce its 18,500 slot machines by 40 per cent over the next six years as it looks to address concern over the extent of gambling harm in the country. 

Veikkaus’ president and CEO Olli Sarekoski told a media conference yesterday: “On the basis of the principles, we have taken and will continue to take several measures, through which Veikkaus will build an even safer and more responsible gaming environment for its customers.   

“Public social debate has been rightfully concerned about whether it is acceptable that those who are in the weakest position of all have to suffer to benefit the common good. The fact that the money goes to society and is further allocated to good purposes is probably not enough anymore to justify the problems caused.

“The debate has called for Veikkaus’ responsibility towards individuals. Our honest answer is that we have responded to the debate by appealing to our responsibility towards society That is not enough.”

The firm said that it is currently updating its strategy to lay more focus on responsibility. Another big strategic goal for the operator is to secure its leading market position in Finland even in the digital environment in 2025, and to compete in international B2B business.   

Some of the measures being introduced include reducing marketing and make it easier for the players to quit gaming. This includes a decision to bring forward the adoption of compulsory identification for play on slot machines.

Sarekoski explained: “Veikkaus will bring forward compulsory identification by a year from what was laid down by Parliament last spring. In other words, compulsory identification will already be introduced in January 2021.

“Compulsory identification will enable the players to set a permanent ban on their slot machine gaming. It also enables us to prevent underage gaming. These measures will also have a significant impact on the total number of slot machines.”

Veikkaus has also adopted new critical recommendations on marketing by Tekir, an external organisation tasked to draft a report on Veikkaus. 

Nora Vähävirta, Veikkaus’ COO, said: “We have laid down new guidelines for Veikkaus’ responsible marketing. They affect the volume, content, supervision and processes of marketing. We are about to create a new corporate culture for marketing.”