Regulation Insight

Finland

Veikkaus has been chosen as the new brand that will unify all of Finland’s state-owned gambling operations.

It means that Ray.FI, which operates a segregated online poker room alongside other gaming verticals—and horse-racing site Fintoto will come under the existing Veikkaus brand.

New names were considered as well as a rebrand of existing assets, but ultimately the Committee on Economic Policy decided to play it safe and consolidate under one existing name. Veikkaus means simply “betting” in Finnish.