for early access to the latest igaming videos!
and get the latest igaming news first!
Veikkaus is rolling out a new framework that places stricter limits on gambling losses for younger players, introducing what it calls an “individual care model.”
Starting 9 June, the company will begin contacting users directly once they hit these checkpoints, starting with those aged 18 to 19 who lose €4,000 in a year. At that stage, a member of the Veikkaus team will reach out to discuss their gambling behaviour.
If the player decides to continue, they can set further limits, but never beyond the maximum cap of €8,000 for that age group.
The thresholds rise with age. For players between 20 and 24, the first checkpoint comes at €8,000, with an annual ceiling of €24,000. Those aged 25 and older will not be contacted until they lose €24,000.
Veikkaus explained that these limits apply only to online gambling accounts, while Casino Helsinki will continue using its own responsible play tools.
Lower loss limits to help young players
Veikkaus has explained that the new checkpoints and reduced limits are part of a broader plan to protect customers and encourage safer play.
Susanna Saikkonen, the company’s director of sustainability, said the operator is focused on using data to spot harmful patterns early and step in before problems grow. “Our goal is to identify harmful gaming better than before using real-time data and to offer customers proactive care communications,” she noted.
She also highlighted why younger players face stricter limits. According to Saikkonen, “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 added that these measures are designed to act as a safeguard, helping young people keep track of their play and stop before losses become overwhelming. “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.”
Finland’s gambling monopoly coming to an end
The rollout of Veikkaus’ individual care model comes just before Finland makes one of its biggest changes to gambling regulation. From July 1, 2027, the country will move away from its monopoly system and open the market to multiple license holders.
Both B2C and B2B operators will be able to apply, and more than 30 applications have already been submitted. However, many companies are holding back until they have full clarity on how rules around responsible gambling, self‑exclusion, and loss limits will be enforced.
Industry voices have pointed out that uncertainty is slowing down decisions. Jaakko Soininen of Finnplay noted that unclear guidelines are making some operators hesitate.
“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 stated. “It is odd that you need to apply for the licence without knowing actually what you’re applying for.”
Source: NEXT.io
