Veikkaus has a new vice president for sports betting

Andreas Reimblad, former director of bookmaking at Kindred Group, has been selected as the new vice president of sports betting at the Finnish company Veikkaus. Prior to this role, Reimblad held the position of Director of Sportsbooks at Kindred and had previous management experience within the company. His background also includes working as a betting product manager at IGT.

“The opportunity that Veikkaus may have to enter the world stage fits well with my work experience. I am eager to share my knowledge on this exciting journey. Veikkaus has an excellent reputation in the industry among both operators and suppliers. So the timing of my transition is perfect,” said Ramblad.
Jarkko Nordlund, vice president of sports betting and online gaming at Veikkaus, praised Reimblad as a professional to whom the company will provide “excellent international experience in the bookmaking business.”

Finland is currently in the process of drafting a bill to introduce competition into the online gambling market and remove the existing monopoly. The government aims to wrap up consultations on this matter by mid-August this year. Pending a smooth process, operators can start applying for licences as early as the first quarter of 2026.

And Veikkaus will continue to maintain a monopoly on sports betting and online casinos until the fourth quarter of 2026. After this, it will be divided into two organisations. One business will operate a monopoly on lotteries and land-based games, while the other will compete in the online market.