Veikkaus taps Andreas Reimblad as VP of Sports Betting

As Veikkaus prepares to face stiffer competition in the local market in several years’ time, the company is continuing to calibrate and adjust its executive team, with Andreas Reimblad, a former Kindred Group veteran, now joining the Finnish gambling company as VP of Sports Betting.

Reimblad to help Veikkaus build a solid sports betting offer

Reimblad is joining the company and bringing a wealth of experience that focuses on the sports betting vertical. As a well-seasoned industry specialist, he understands complex betting platforms and has already proven his mettle in helping run operations in international and demanding markets.

Veikkaus has hailed his appointment as essential to the future success of the company’s sports betting vertical and efforts. Reimblad himself was utterly pleased with his appointment and he released a statement celebrating this new career opportunity:

"I'm excited to be part of Veikkaus' journey. The opportunity that Veikkaus may have to enter the global stage fits well with my experience of operating in several markets. I'm eager to contribute my knowledge to this exciting journey. Veikkaus has a respected reputation in the industry among both operators and suppliers. So, the timing of my transition feels perfect."

Commenting on his appointment, Veikkaus EVP of Sports Betting and Online Gaming Jarkko Nordlund was similarly excited to welcome an industry veteran whose expertise in online sports betting is unquestionable. He will prove an integral part of Veikkaus’ sports betting operations, Nordlund said, confident in the further successful development of the vertical for the company.

Veikkaus readies for big changes in the Finnish gambling market

Reimbald has had quite an impact on the sports betting vertical working for various big entities, among which is Kindred Group as mentioned. The man was instrumental in helping establish the Kindred Sportsbook Platform, the company’s in-house tech stack, which was debuted in February 2022.

His appointment comes at a time when the Finnish online sports betting and gaming market is opening up to more licenses, and private companies will start entering the country. Although Veikkaus retains its monopoly in lottery-related games and the sector in general, it will face fresh competition from online casinos and sports betting platforms.

Veikkaus may yet refresh its executive lineup hoping to meet the changes coming to the market in January 2027 on a strong foothold that will allow it to continue and command the majority of market share. Reimbald will be a crucial part of this.

Image credit: Veikkaus