Veikkaus Oy’s international B2B division Fennica Gaming has officially launched, as the company progresses with its expansion plans enabled under Finnish legislation.

The Finnish state-backed betting monopoly’s new division will provide game services and products internationally to corporate customers across betting and gaming. 

Fellow Scandinavian state monopolies Norsk Tipping (Norway) and Svenska Spel (Sweden) have become the first businesses to incorporate Fennica Gaming products into their range, via the Veikkaus subsidiary’s deal with the Lotteries Entertainment Innovation Alliance (LEIA).

Timo Kiiskinen, Fennica MD and former Veikkaus SVP of New Business, said: “The long and thorough preparations are now over, and we have launched the new business operations. 

“We are living in historic moments in our industry. The new company enables us to commercialise the gambling industry expertise that we have in Finland.”

Under the terms of Fennica’s debut supplier deals, Norsk Tipping has adopted the Sinnatagger (The Tantrums) and Tutifrutti (Fruttis) games from 20 April onwards, Gullfeber (Northern Jack) from 26 April and Fugleflokken (Chirpamore) from 2 May. 

The scope of the Swedish arrangement is more limited than its Norwegian counterpart, with Svenska Spel offering its players Nokkapokka (Chirpamore) games since 25 April. 

“Norsk Tipping has followed the development of eiInstants at Veikkaus with keen interest over many years,” said Hans Erland Ringsvold, Head of Gaming Operations of Norsk Tipping.

“We are building up a new portfolio of games in an entertainment category we call Yezz, and the games from Fennica with innovative game play, modern Scandinavian design and interesting game logic are an important addition to this portfolio.”

Veikkaus was enabled to expand its remit from B2C betting and gaming operations in the domestic market under the terms of thea Lotteries Act implemented in Finland earlier this year.

Moving forward, Fennica plans to leverage Veikkaus’ experience in digital gaming to establish a stronger foothold in B2B operations, while developing ‘high quality gaming content, reliable solutions, and responsible player understanding’ according to SVP Joni Hovi.

“In our view, it is always important to think about the players,” Hovi continued. “We are more than glad to help you find the best customer solution to develop your business.”