Yggdrasil Signs Retail Deal with Finnish Operator Veikkaus

The dynamic world of iGaming continues to see innovative collaborations, pushing the boundaries of how players access their favourite games. A notable example of this strategic evolution unfolded with a significant agreement between Yggdrasil, a renowned provider of online casino solutions, and Veikkaus, Finland's state-owned gaming operator. This partnership, formalised through a Gaming IP License, marked a pivotal moment as it extended their successful online relationship into the retail gaming sector.

This move highlights a growing trend in the global gambling industry: the convergence of online and land-based gaming experiences. For New Zealand players, while this specific partnership is focused on Finland, it offers insight into how leading providers like Yggdrasil are diversifying their reach and how national operators are integrating cutting-edge content across multiple channels.

The Scope of the Groundbreaking Deal

Under the terms of the agreement, Yggdrasil began supplying its popular slot games to Veikkaus' extensive network of video lottery terminals (VLTs) across Finland. This was a natural progression, given that Yggdrasil had already established itself as a regular and trusted supplier of slot games for Veikkaus' online platforms. The expansion into retail venues allowed Finnish players to enjoy Yggdrasil's engaging content in a new, accessible format.

Adhering strictly to Finnish regulatory frameworks, Yggdrasil's first retail slot games successfully launched in Finland, following a period of concept testing. This initiative was a significant step for Veikkaus, which, in 2019, reported a Gross Gaming Revenue (GGR) of approximately EUR 1.691 million, equivalent to over NZD 2.9 million at the time, underscoring its substantial presence in the Finnish market.

Yggdrasil's Vision for Omnichannel Growth

Bjorn Krantz, Yggdrasil's Chief of Global Market Operations, expressed considerable enthusiasm for the partnership's expansion into the retail environment. He highlighted that this move perfectly aligned with both Yggdrasil's and Veikkaus' overarching omnichannel strategies, aiming to provide a seamless gaming experience across all platforms.

Krantz emphasised that this strategic expansion facilitated the scaling of Yggdrasil's business operations, enhanced content familiarisation among a broader player base, and ultimately contributed to the improved overall value for players. He commended Veikkaus for their thorough integration process, attributing the success of the launch to the dedicated efforts of both teams. Yggdrasil looks forward to a continued and strengthened partnership with Veikkaus, building on this successful retail venture.

Veikkaus' Commitment to Quality and Innovation

Jan Hagelberg, Veikkaus’ VP of Casino Games, also shared his perspective on the collaboration, underscoring Veikkaus' reputation for delivering high-quality services across lottery and betting games, alongside a robust player protection environment. He noted that Veikkaus offers a comprehensive casino portfolio and prides itself on being a leading technology company within the gaming sector.

Hagelberg explained that Veikkaus operates a fully integrated gaming platform, featuring a product suite with an advanced multichannel infrastructure. While their VLT distribution traditionally focused on in-house content, the company was keen to evolve into a technical platform capable of hosting games from third-party studios and online partners for its retail customers. Veikkaus specifically chose Yggdrasil as its inaugural partner for this initiative, citing the provider's cutting-edge content, proven technical capabilities, and their ability to collaborate effectively and deliver quality within agreed timelines.

This expansion from online to retail further solidified the strong collaboration between the two entities, setting a precedent for future partnerships and demonstrating a forward-thinking approach to player engagement in the Finnish market. For New Zealanders interested in the global gaming industry, this partnership exemplifies how established operators are leveraging innovative content providers to enhance their offerings across all gaming channels.