Finland’s state-owned gambling operator Veikkaus is introducing a new personalised responsible gambling framework targeting younger users with tighter financial controls.
The operator has labelled the initiative its “individual care model,” with the new loss checkpoints scheduled to take effect from 9 June 2026.
Under the system, players who reach a pre-set loss threshold will be contacted directly by a Veikkaus team member to discuss their gambling behaviour.
Following that contact, players who wish to continue gambling can set additional thresholds, up to a defined maximum annual loss limit.
The thresholds vary significantly by age group, with the strictest limits reserved for the youngest adult players on the platform.
Players aged 18 to 19 will trigger a checkpoint after losing €4,000, with their annual loss ceiling capped at €8,000.
Those in the 20 to 24 age bracket will be contacted after €8,000 in losses and face a maximum annual limit of €24,000.
Players aged 25 and over will not be contacted until they have lost €24,000, reflecting their comparatively more stable financial circumstances.
Veikkaus confirmed these online loss limits do not apply to Casino Helsinki, which the operator says already has its own responsible gambling tools in place.
Susanna Saikkonen, director of sustainability at Veikkaus, explained the reasoning behind the tiered approach to player protection.
“Our goal is to identify harmful gaming better than before using real-time data and to offer customers proactive care communications,” Saikkonen said.
She also addressed directly why younger players face more restrictive limits than older users on the platform.
“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,” she said.
“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,” Saikkonen added.
The timing of these updates is notable, as Veikkaus is preparing for the end of its long-standing monopoly on gambling in Finland.
Finland’s newly regulated gambling market is scheduled to open on 1 July 2027, with over 30 licence applications already submitted ahead of an August deadline.
However, operators applying for licences have done so without full visibility of the regulatory requirements they will ultimately face.
The issue was raised at NEXT Summit Valletta 2026, where industry figures discussed the challenges surrounding Finland’s incoming market framework.
Jaakko Soininen, managing director of Nordic iGaming platform provider Finnplay, highlighted a significant gap between the licence application process and the available regulatory detail.
“Some of the details, such as the information on limits and self-exclusion, are totally missing, so the technical part is much further away than the actual licence application,” Soininen said.
“It is odd that you need to apply for the licence without knowing actually what you’re applying for,” he added, underlining the frustration felt by operators attempting to plan for market entry.
