Veikkaus Prepares for Dozens of Job Cuts Ahead of Upcoming Gambling Reform

Finland’s state-owned gambling operator, Veikkaus, is preparing for job reductions in 2027 as it implements major organizational changes in anticipation of the country’s shift to a multi-license gambling system next year.

Veikkaus Reveals Dozens of Job Places May Be In Danger

In an update released on 20 October, Veikkaus announced it expects up to 31 job losses as part of its restructuring efforts. However, the company also plans to create between 22 and 28 new positions to enhance competitiveness and prepare for the upcoming liberalization of the gambling market. At present, approximately 20 to 30 employees are involved in formal change negotiations, which are set to continue for a minimum of three weeks.

The restructuring aims to enable Veikkaus to concentrate on its core business operations and prepare for a future where private operators can apply for Finnish gambling licenses. According to Reija Laaksonen, Veikkaus’ director of communications and HR, these changes are essential to ensure the company remains competitive and well-positioned for the anticipated entry of international operators into the market.

In outlining the company’s approach, Laaksonen also emphasized that Veikkaus will focus on aligning any potential measures with its strategic business needs and ensuring the necessary competencies are in place. She further noted that all actions will be carried out in compliance with applicable legislation.

The Transition Does Not Come Without Its Fair Share of Controversies

As Veikkaus moves forward with its structural reforms, the company is also under renewed scrutiny regarding its advertising practices. Recent reports in Finnish media revealed that Veikkaus had sponsored content on Meta platforms, including Facebook and Instagram, to promote its casino and poker services. This potentially violates Finland’s strict gambling advertising regulations.

According to the Lottery Act, the promotion of casino and slot machine games is restricted to physical gaming venues. Despite this, Veikkaus’ 2025 marketing campaigns included animated and video content promoting Casino Helsinki and online poker events, which appeared as sponsored posts in users’ social media feeds. In response, Finland’s National Police Board has launched an investigation to assess whether these actions amount to illegal advertising. 

Senior inspector Johanna Syväterä stated that sharing factual information about casinos and gambling halls is not prohibited. However, she added that the line between informing and promoting can be very thin. She explained that the use of visual or emotionally charged elements can turn otherwise informational content into promotional material. Veikkaus has defended its actions, asserting that it complied with Finnish law and sought prior guidance from regulatory authorities.