Veikkaus Bets on Custom Odds and New Sportsbook to Fend Off Foreign Competition

Finland’s gambling monopoly Veikkaus is gearing up to bring its A-game against private competitors when the market opens up next year. A souped-up sportsbook launching this summer, powered by new technology partner OpenBet.

Veikkaus signed a 4-year deal with OpenBet last September after its previous platform provider, DraftKings, shut down operations. The new OpenBet sportsbook promises a major upgrade in product and tech.

But Nordlund and team know that’s not enough when private operators enter Finland in January 2023. That’s why they are letting their in-house trading team generate customized Finnish odds – something international players can’t match.

“For some foreign operators, Finland will be small fry,” said Andreas Reimblad, Veikkaus’s betting boss. “We can really stand out by compiling specialized odds on hockey, floorball and other sports they don’t prioritize.”

It’s a bold gambit as Veikkaus transitions from monopoly to underdog. The new OpenBet sportsbook, slated to launch by mid-summer, will be the first big test drive before private competition revs up.