Finland’s gambling market is undergoing a historic transformation. As its monopoly status nears the end, Finland’s gambling agency Veikkaus introduces a new brand platform for its betting department.

Currently all gambling games offered in Finland are operated by the government-owned betting agency Veikkaus. Veikkaus will hold its monopoly status officially until 2026, but a competitive environment has already set its place in the Finnish betting scene.

While foreign competitors focus on highlighting wins and odds, Veikkaus lives and breathes Finnish sports culture. Drawing from decades of experience, Veikkaus understands the unique passion Finns have for sports, and leverages this heritage as its competitive edge. The new brand platform ‘The moment is now’ is inspired by the dynamic rhythm of live sports: every moment holds the chance to become a historic goal, a memorable play – or a winning bet.

The new brand launch centres on three films: one on ice hockey, one on football, and the last on sports in general.

“Each film encapsulates a singular, tension-filled scene like a penalty-kick or a face-off. Highlighting perspectives of athletes, referees, spectators, and the bettors, the films honour the raw energy and anticipation of events unfolding”, says Kimi Issakainen, creative director of SEK OSASTO.

The heart of the concept is a key message ‘Game on’ (Finnish: Pelin paikka), that serves as a call-to-action and a statement about Veikkaus’s role, emphasising the intensity of a live game and the suspense of betting.

Historical Results in Pre-Testing among the target groups

Pre-testing of the concept produced exceptional results. Particularly notable was the strong positive reaction from the younger target group (ages 18–35), with 78% relating to the concept.

“This renewal not only modernises the Veikkaus Oy’s Betting brand but strengthens its role as an active builder of Finnish sports culture”, sums up Saara Pekkonen, VP, sales and marketing, Veikkaus Betting and iCasino.

Films and content were created by SEK OSASTO and directed by Mitro Boahene.