Veikkaus Plans Job Cuts and Faces Advertising Scrutiny as Finland Prepares Gambling Market Shift
Veikkaus Plans Workforce Changes Amid Upcoming Gambling Market Reform
Finland’s government-owned gambling company, Veikkaus, is making preparations for significant staff reductions planned for 2027. These adjustments come as the nation gets ready to transition to a multi-license gambling system next year, which will bring major shifts to the industry landscape.
Details on Job Reductions and New Opportunities
On October 20, Veikkaus announced that it anticipates cutting up to 31 jobs as part of its organizational restructure. At the same time, the company intends to create between 22 and 28 new roles aimed at boosting its competitiveness in the face of market liberalization. Currently, around 20 to 30 employees are actively involved in formal consultation processes, with these change talks expected to continue for at least three weeks.
The goal of the restructure is to streamline Veikkaus’ focus on its primary operations, transitioning smoothly into a regulatory environment where private companies will be able to secure gambling licenses. Reija Laaksonen, Veikkaus’ director of communications and human resources, highlighted that the transformation is crucial to maintaining the company’s competitive edge and readiness for the entrance of international players into Finland’s gambling market.
Laaksonen also stressed that any organizational changes will align with Veikkaus’ strategic business objectives and ensure the right skill sets are retained. She confirmed that all steps are carried out in full compliance with the prevailing laws.
Challenges and Controversies During the Transition
While Veikkaus advances its internal restructuring, it is also facing scrutiny over its marketing practices. Recent Finnish media reports have brought attention to Veikkaus sponsoring content on social media platforms like Facebook and Instagram to advertise its casino and poker offerings, which may conflict with Finland’s stringent gambling advertising rules.
Under Finland’s Lottery Act, advertising for casino games and slot machines must be limited to physical gaming locations. Despite this regulation, Veikkaus’ 2025 marketing efforts included animated and video ads promoting Casino Helsinki and online poker events, which appeared as sponsored posts on users’ social media feeds. This has prompted an investigation by the National Police Board to determine if these actions violate advertising laws.
Senior inspector Johanna Syväterä clarified that sharing factual information about gambling venues is permitted but noted the delicate boundary between informative content and promotional material. She emphasized that the incorporation of emotional or visual elements might transform straightforward information into advertising. Veikkaus maintains that its campaigns were legally compliant and that it had sought prior advice from regulatory bodies.
