Finland’s state operator Veikkaus will roll out a new set of individualised safer gambling tools correlating to the harm risk of every major player age group.
The move comes ahead of the rollout of an open betting market in Finland next July. The other major stakeholder in the current system, the Aland Islands’ Paf, has taken similar measures as the duo prepare for the liberalisation of Finland’s gambling market.
From 9 June, Veikkaus customers will have their profiles fitted with a new notification system that tracks their losses and informs them when they approach a certain amount.
The update will move away from the standard €24,000 annual loss limit that is currently in place for all players, and will instead introduce periodical alerts sent out when a certain amount is reached based on a player’s age – with the fastest loss triggers rolled out for the youngest legal gamblers.
Risk lowers as age rises for Veikkaus players
Those aged 18 and 19 will be preemptively alerted when they are close to accumulating €4,000 in losses, with their annual loss limit set at €8,000.
Players aged 20-24 will be contacted when they are near the €8,000 loss mark, and will have an annual loss limit of €24,000. Everyone aged 25 or above will be alerted when close to €24,000 in losses.
Susanna Saikkonen, Director of Responsibility at Veikkaus, said: “Lower loss limits are set for young customers because their financial situation and life situation are often still developing and the risks related to gambling can be greater.
“Lower limits are a preventive measure with which we want to support safe and controlled gambling and help young people monitor their own gambling and stop in time if necessary.
“Our goal is to identify harmful gaming better than before using real-time data and to offer customers proactive care communications.”
When an individual approaches the alert threshold, they will be contacted by a member of Veikkaus’ safer gambling team to discuss their situation. If appropriate, a higher threshold limit can be agreed.
“In the discussion, the customer’s situation is assessed according to a previously agreed operating model. If the decision is made to continue gambling, the next loss checkpoint can be agreed with the customer,” Saikkonen concluded.
Finland moving towards open market
Veikkaus has openly stated that the new safer gambling mechanism will be incorporated to help the monopoly state operator position itself as a player safety leader when Finland’s gambling market eventually opens up to competitors in 2027.
The company has also been open about expanding internationally as a gambling provider and becoming a prominent European cross-border operator by 2030.