Veikkaus kicks off new year with stronger player protection

Veikkaus, the former Finnish gambling monopoly and operator, has kicked off the new year with much stronger player-protection features as the company will now require player verifications for scratch card games.

The move follows in the steps of increased scrutiny of the gambling sector and is an example of staying ahead of the curve by implementing player-focused and proactive measures that are designed to protect consumers.

Veikkaus Head of Responsibility Susanna Saikkonen has hailed the show of initiative and the significance of the move as the company is once again setting a very high standard for player protection and responsible gambling, eliminating any lingering doubt that even the most innocuous form of gaming could lead to serious underlying conditions such as gambling disorder.

Saikkonen has confirmed that Veikkaus is indeed the first gambling company to take up arms and act preemptively with this new measure. In outlining the need for such a measure, Saikkonen explained that Veikkaus was committed to ensuring that consumers are protected and that the company has a way of monitoring customer behavior and intervening in those cases when it suspects that there is a problem.

Verification brings many benefits to the players as well. Although feared as an obtrusive and overbearing measure in the United Kingdom, Veikkaus is convinced that this is a way to enable players to be in control of their gambling spend and habits, and also track how much time and money they spend on the activity, which would otherwise go unnoticed.

Although this measure is indeed a significant step from the traditional gaming service, it’s also not too much of an oddity as well. Veikkaus and Finland in general have been working over the years to help players understand the merits of building a strong and understanding audience that is familiar with data verification and personal checks in order to attain a better service and access to more exciting products.

The Finnish gaming market is indeed changing and Veikkaus is determined to stay on track with these changes. For one, the company has confirmed that job cuts are coming as the market is preparing to break away from its monopoly format and adopt a licensee-based model which will allow private companies from abroad to enter, much like it is in neighboring Sweden.

The company has been welcoming of these changes nevertheless but cautioned that the transition period may see it change much to its current structure.

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