The Brief
Veikkaus is the national lottery and betting operator in Finland. In 2027, Finland will open a regulated online sports betting market with increased competition.
This means Veikkaus must deliver a top-class online sportsbook product in order to drive loyalty and maintain its market-leading position. Key objectives for Veikkaus included:
The Challenge
Veikkaus has been the primary sponsor of Finland’s top-tier football league, the Veikkausliiga, since 1990, recently extending the partnership until 2030. This decade-long commitment means Veikkaus is synonymous with Finnish football.
But brand awareness alone isn’t enough. To maximise sportsbook revenues, Veikkaus needed a fast and immersive in-play betting product that allowed players to bet in-the-moment, such as after every goal and key decision, right as the action unfolds.
With other operators preparing to enter the Finnish market, Veikkaus aimed to set a new standard for live betting, with the goal of strengthening brand loyalty. An immersive betting product or every Veikkausliga fixture across the entire season was a priority.
The Solution
Finland’s lottery operator, Veikkaus, selected Genius Sports to power its online sportsbook. This included low-latency trading services, driven by official sports data, for Finland’s most popular betting leagues.
Genius Sports’ official data partnership with the European Leagues hands Veikkaus access to ultra-fast betting content, directly from the venue, on the Veikkausliiga. This is in addition to Genius’ wider official content portfolio, including the English Premier League.
Veikkaus’ in-play odds are driven by Genius’ advanced, simulated trading models, which enable instant odds updates and near 100% market availability during the live game.
Veikkaus is also adding BetVision, the world’s first fully interactive betting experience. BetVision allows users to watch live games and place bets directly within the stream, turning live sport into immersive betting engagement in real-time.
According to Andreas Reimblad, VP of Sportsbook, BetVision is a major step forward:
“By building the engagement directly with the consumer you have something that is more engaging, especially now when you have mobile devices.”
