Swedish slots developer Thunderkick brings its portfolio to Finnish players for the first time through a new partnership with Veikkaus, as the country’s gambling laws brace for a major overhaul.
Thunderkick Launches with Veikkaus Through EveryMatrix
Thunderkick has made its first move into Finland, teaming up with state-owned operator Veikkaus to roll out its popular slot titles via aggregator EveryMatrix. Finnish players can now access hits like Esqueleto Explosivo 2, Hot Potato, and Midas Golden Touch.
The deal adds to Thunderkick’s growing European footprint, hot on the heels of new partnerships in Italy and the Netherlands, plus a Danish B2B licence secured in late 2024. It’s a calculated push into regulated markets at a time when regional demand for fresh, high-quality content is rising.
“Finland has been on our radar for a while,” said Thunderkick CCO Svante Sahlström. “Veikkaus gives us a direct line to a fresh audience, and we’re confident our games will hit the mark.”
Finnish Market Braces for Major Overhaul
This launch lands just as Finland’s gambling industry heads into a critical transition. A new bill passed by Parliament last month aims to break Veikkaus’ monopoly in key online verticals like digital slots and sports betting by 2027. A licensing system is on the way, opening the door for international operators to enter legally under tighter regulatory controls.
The shift targets a fractured gambling market, with offshore sites drawing significant traffic. Under the new rules, mandatory ID checks will apply across all channels, and only verified players 18 or older will be allowed to gamble.
While Veikkaus will retain its grip on lotteries, land-based casinos, and physical slots, the broader goal is to rein in unlicensed play and raise the bar for consumer protection. Lawmakers are betting on a hybrid model — keeping state control where it matters most, while letting licensed competition thrive in the digital arena.
Charles Cohen Joins Veikkaus Board Amid Reform Push
Veikkaus has added gaming tech heavyweight Charles Cohen to its board as part of its preparations for the new landscape. Cohen, the founder of Department of Trust and a former IGT executive, brings a sharp focus on identity tech, compliance, and regulated market dynamics — all critical as the company gears up for reform.
His appointment, confirmed at Veikkaus’ recent AGM, comes alongside that of Digia vice chair Martti Ala-Härkönen. Both join a reshaped seven-member board that’s now loaded with international and financial expertise.
“Cohen and Ala-Härkönen bring the kind of experience we need right now,” said board chair Kaisa Olkkonen. “They’ll play a key role in guiding Veikkaus through this period of transformation.”
Cohen’s track record in building compliance tools and driving mobile betting adoption in the U.S. positions him as a strategic asset. He’s expected to help steer Veikkaus as it adapts to a more open market — whether by competing under new rules or shoring up its core monopoly business.
Veikkaus has already started to pivot, rolling out stricter responsible gambling tools like loss limits and self-exclusion, many of which could soon be mandated across the board.
What’s Next?
Thunderkick’s Finnish debut is more than just a content drop — it’s a sign of what’s coming. With the country on the brink of reshaping its iGaming landscape, studios and operators alike are lining up to stake their claim. And with a more competitive, tightly regulated market on the horizon, the real game is only just getting started.
