Veikkaus to revamp sportsbook with SBTech

15 July 2019

Finnish gambling monopoly Veikkaus has set out plans to enhance its online and retail sportsbook services via a new partnership with sports betting technology provider SBTech.

Under the agreement, SBTech will integrate its sportsbook platform technology to Veikkaus’ online offering, with the aim of launching early next year.

SBTech will then roll out its sportsbook platform across Veikkaus’ retail network of more than 3,000 outlets throughout Finland.

Among the improvements across both outlets will be an overhaul of the existing pre-match and live sports betting products, allowing Finnish players to wager on more than 55 sports and over 2,000 betting markets.

SBTech will also introduce a bespoke user interface designed for Finnish players, built using its next generation sportsbook APIs, while a tailored risk management solution will be integrated into Veikkaus' trading feed.

In addition, subject to approval from the Finnish regulator, SBTech will deploy its cash out functionality and YourBet Betbuilder for multiple sports including in-play and PulseBet.

“SBTech will provide us with leading-edge technology that will bring our offering to world-class levels, significantly enhancing our odds compilation, risk management, and results generation,” Veikkaus’ vice president of betting, Sami Kauhanen, said.

“This means we can free our resources to focus on our core strengths, such as increasing the attractiveness of our domestic betting offering.

“Our partners’ proven delivery of large-scale, revenue generating platform and software technology projects across numerous regulated markets, alongside their continual investment in innovation, gives us huge confidence and we look forward to working together to enhance and grow our offering in the coming months and years.”

Andrew Cochrane, chief development officer at SBTech, added: “We are incredibly honoured and excited to have been awarded this partnership as a result of a thorough and rigorous selection process.

“Our award-winning sportsbook solution will power both the online and retail channels for Veikkaus, and we look forward to working in collaboration with their team to provide a comprehensive range of innovative features.”

The move comes as Veikkaus faces mounting pressure to make itself more appealing to consumers as it looks to fend off competition from offshore operators.

In April, a survey found that a majority of Finnish citizens would be in favour of abolishing the country’s gambling monopoly setup and replacing it with a licensing regime, which would in turn open up the market to more operators.

In an effort to enhance its service offering, Veikkaus has in recent months struck new content deals with the likes of NetEnt, Yggdasil and IGT.