Veikkaus appointed Jyri Lassi as general counsel, effective 1 September 2025, replacing Hanna Kyrki, whose term ends in July. The company said the appointment supports its strategy as Finland prepares to introduce a licensed competitive gambling market in 2027.
Lassi’s appointment places new legal leadership at Veikkaus ahead of Finland’s planned competitive market.
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Veikkaus announced a commercial agreement with Viaplay to launch the Viabet gambling brand in Finland and Denmark on 1 July 2027. Veikkaus will develop, own and operate the brand, while Viaplay will contribute sports content, market knowledge and commercial capabilities.
Paf joined the Finnish Gaming Association, Rahapeliala ry, the company said in a statement reported by the press. Paf and association representatives said the membership would support industry cooperation ahead of Finland’s planned market opening next year.
Veikkaus has agreed a partnership with Viaplay to launch a media-led gaming brand in Finland, according to the report. The rollout is planned for July 2027, alongside the opening of the commercial Finnish market.
Paf said on 27 October that it had joined Rahapeliala ry, the Finnish gaming association, at its annual meeting in Helsinki. The company also said it would become the Finnish Ski Federation’s main sponsor when the licensing system takes effect, planned for summer 2027, and begin working with former Formula One driver Kimi Räikkönen.
Finland’s National Police Board confirmed 12 gambling licence approvals ahead of the market opening on 1 July 2027. It said it had received 79 applications by 26 October and recorded no rejections; Veikkaus had applied but was not among the confirmed licensees.