Delivering premium casino content to Finland’s state-owned operator
Meet Veikkaus, one of Europe’s most established and trusted operators. As Finland’s state-owned lottery and gaming company, it has offered entertainment experiences across digital channels and retail locations for more than 85 years under rigorous regulatory oversight.
In 2022, Veikkaus set out to elevate its online casino offering with a richer, more diverse, and more innovative content portfolio. This meant finding a partner capable of meeting not only the high expectations of the Finnish player base, but also the intricate requirements of Finland’s regulatory environment.
They called, and EveryMatrix answered. The result? A long-term partnership, built to scale, fully compliant, and with an ever-expanding pipeline of premium content.
A public tender with high expectations
As a state-owned entity, when selecting any technology partner Veikkaus needed to follow a formal, transparent public procurement process. So, in 2022, it kick-started a Europe-wide tender for a new aggregation platform, drawing interest and proposals from the industry’s leading aggregators.
Many applied, but EveryMatrix stood out from the crowd, eventually winning the process. What set us apart? Let’s hear it from Veikkaus:
“EveryMatrix stood out to us for several reasons. The first was the sheer volume of game studios and content available throughout the aggregation network, combined with competitive and reasonable pricing.
Beyond the numbers, what really made a difference was the breadth and quality of the catalogue, including many fresh and interesting studios we were able to bring to Veikkaus.”
Riikka Seppänen
Vice President iCasino at Veikkaus
Winning the tender in late 2022 marked the beginning of a six-year agreement and a new phase for Veikkaus’ digital casino strategy.
However, since SlotMatrix was the first aggregator integration for Veikkaus’ Finnish regulator, we had to create several new regulatory requirements and practices during the project.
Rolling out the integration: Quality and compliance first
The Veikkaus-EveryMatrix partnership has launched more than a dozen new studios, with many more in the pipeline, while maintaining complete alignment with Finnish regulatory standards, ensuring smooth onboarding even as new requirements emerged, and providing consistently strong account management – something the Veikkaus team have said has stood out during the three years working together.
In addition to the impressive amount of aggregated content, we also launched Catsino Royale, a fully branded online slot designed specifically for the Finnish market and developed by one of our in-house studios, Fantasma Games.
“Looking back over the past three years, EveryMatrix has grown into a very important partner for us. I would even call it a strategic partnership at this point. And one thing we are particularly pleased with is the consistent support we’ve received from EveryMatrix’s account managers.”
Riikka Seppänen
Vice President iCasino at Veikkaus
Strong growth & strategic alignment
Three years into our partnership, we have provided Veikkaus with a strong portfolio of premium content, developed a title that resonates perfectly with their local player base, and built a solid foundation for future expansion.
Since our partnership began, Veikkaus has achieved clear improvements across key engagement metrics.
This growth reassured the brand that, with EveryMatrix by their side, they are ready to face Finland’s transition to a licenced market in 2027.
“EveryMatrix has ambitious targets when it comes to the number of new vendors added each year, and what you’ve achieved in that area has been very impressive. We’re pleased to be part of that journey and to bring an ever-expanding portfolio of content to our players.
We are approaching a major turning point in Finland with the transition to a licenced market in 2027. Veikkaus aims to be a very strong player in that environment, and I can clearly see the value in continuing to work closely together as we prepare for that shift.”
Tamminen Pekka
Head of Online Casino Veikkaus
