Pragmatic Play enters the Finnish iGaming market through Veikkaus partnership

iGaming content provider Pragmatic Play has signed its first partnership in Finland with Veikkaus Oy, the state-owned lottery, casino, and betting operator. 

As part of the deal, players in Finland will now be able to enjoy 10 of the provider's most renowned slot games, including the award-winning Sugar Rush and Gates of Olympus, alongside other player favorites like Big Bass Bonanza and The Dog House Megaways. 

The agreement is Pragmatic Play's first in Finland, a move that the supplier says further strengthens its foothold in the European market, following recent deals in the region with Merkur Sports and Swiss Casinos. 

Veikkaus started its operations at the beginning of 2017, as the Finnish gaming system was reformed and the previous three operators Fintoto, Finland's Slot Machine Association (RAY), and Veikkaus merged into a single gaming company owned by the Finnish state.

The Finnish system is based on the exclusive right principle, with the aim of operating games "responsibly and mitigating the possible risks involved in gambling." The system seeks to secure the legal protection of those engaging in gambling and to prevent gambling-related fraud. 

Veikkaus operates all gambling games that are offered in Finland. The games fall into three major categories: lottery, casino, and betting. Revenue generated by Veikkaus is used for the benefit of Finnish society, including support in the fields of culture, sports, science, youth work, social welfare, health, and the equine industry. 

Irina Cornides, Chief Operating Officer at Pragmatic Play, said: "We're delighted to have signed with Veikkaus to bring a selection of iconic Pragmatic Play slots to players in Finland for the first time. Not only does the deal signal our continued growth in regulated markets across Europe, but it also highlights our shared commitment to player protection and corporate social responsibility."

"Veikkaus is committed to creating a safe and entertaining environment for its players while contributing significantly to good causes across the country. We look forward to a successful partnership with Veikkaus, whose players can now enjoy some of the best games in the industry." 

Pragmatic Play's Irina Cornides

Jan Hagelberg, Chief Product Officer at Veikkaus, said: "Veikkaus is constantly improving its offering to stay as the number one operator for Finnish players. While serving our players with the best customer experience and safest online casino available, providing the best entertainment experiences is at the core of our philosophy."

"With some of the most instantly recognizable and renowned slot games out there, we're excited to be welcoming Pragmatic Play to Veikkaus. Games like Sugar Rush and
Big Bass Bonanza have been making waves with players in Europe for years, and we have every faith our players will enjoy and embrace Pragmatic Play's excellent titles, too." 

Europe isn't the only continent where the supplier is eyeing new deals. Pragmatic Play also recently went live with Paraguay-based operator Jugamax, thus expanding its presence in the Latin American market.

The collaboration will give access to more players in the region to Pragmatic Play’s slots portfolio. The slots include recently released titles such as Jane Hunter and the Mask of Montezuma and Gods of Giza alongside award-winning titles such as Gates of Olympus.