Veikkaus introduces age-based gambling loss limits ahead of Finland market reform

Finnish state-owned gambling operator Veikkaus has introduced a new age-based system of gambling loss checkpoints and limits aimed at strengthening player protection, as the country prepares to open its gambling market to private online operators in 2027.

The measures, which took effect on June 9, introduce age-specific loss thresholds designed to identify customers at risk of harmful gambling behaviour and trigger intervention before further play is permitted.

Under the new system, players aged 18 to 19 will receive a notification after cumulative annual losses of €4,000 ($4,619) and face an annual loss limit of €8,000 ($9,239). Customers aged 20 to 24 will receive their first notification after losses of €8,000 and will be subject to a €24,000 ($27, 718) annual limit.

For customers aged 25 and older, Veikkaus has set a first loss checkpoint at €24,000 but has removed the annual loss limit previously applied to that age group. Customers who reach the specified thresholds must participate in a care conversation with a Veikkaus specialist before being allowed to continue gambling. 

The company said the customer's situation would be assessed and additional checkpoints could be agreed if play continues.

"The customer's situation is assessed according to a pre-agreed operating model. If the decision is made to continue playing, the next loss checkpoint can be agreed with the customer," Susanna Saikkonen, Veikkaus' director of sustainability, said.

The limits apply across Veikkaus gaming products but exclude slot machines and table games at Casino Helsinki, which remain subject to separate controls.

Veikkaus said it would also introduce clearer warning notifications and continue making thousands of care calls annually to players identified as being at risk.

"Our goal is to identify harmful gambling better than before using real-time data and provide customers with proactive care communications," Saikkonen said.

"Lower loss limits are set for young customers because their financial situation and life circumstances are often still developing and the risks associated with gambling can be greater."

The measures form part of the company's responsible gambling strategy as Finland prepares to end Veikkaus' monopoly by opening the online gambling market to private operators in July 2027.

The transition has prompted debate over the future of the operator and the effectiveness of safeguards against unlicensed gambling providers. Industry consultant Jari Vähänen has estimated that Veikkaus could be worth as much as €4.5 billion ($5.2 billion) if sold, including between €1 billion ($1.15 billion) and €1.5 billion ($1.73 billion) for its online casino and sports betting operations.

Industry observers and Veikkaus executives have also raised concerns about the ability of authorities to tackle black-market operators under the future licensing regime.

"There is no real mechanism for the black market to, for example, block payments, or whatever, for the ones operating outside the licensed system," Jarkko Nordlund, head of iCasino and sportsbook at Veikkaus, said.