Veikkaus, Finland’s state-owned playing operator, has introduced the appointment of Jyri Lassi as its new General Counsel. Effective from September 1, 2025, Lassi will change Hanna Kyrki, who’s departing for a brand new function at Summa Defence. Lassi’s appointment comes at an important second for Veikkaus, as Finland prepares to transition from a playing monopoly to a multi-license market. This change, scheduled for 2026, will open the door for different corporations to use for licenses for sports activities betting and on-line casinos in Finland, difficult Veikkaus’ long-standing monopoly.
A strategic appointment to navigate authorized challenges:
Lassi brings in depth expertise in authorized and compliance roles throughout internationally working corporations. Most not too long ago, he served because the Chief Legal Officer at Virta Global, an organization specializing in electrical automobile charging companies, the place he led authorized operations beginning in 2022. His prior expertise contains vital management roles reminiscent of General Counsel at Varjo Technologies, a digital actuality {hardware} producer, and Vice President of Legal at PayPal. His authorized profession additionally features a tenure at Nokia, the place he spent over eight years managing authorized affairs.
Veikkaus CEO Olli Sarekoski expressed confidence in Lassi’s capability to information the corporate by way of the challenges of the altering playing panorama. “Jyri Lassi has very diverse work experience in responsible and challenging legal positions in internationally operating companies. I am convinced that with his expertise, we will move forward in a determined and controlled manner in the changing operating environment of the gambling industry,” Sarekoski stated.
Lassi’s appointment comes as Veikkaus faces the dissolution of its monopoly standing in Finland. By 2026, Finland will introduce a multi-license system, permitting different playing operators to enter the market, together with these providing sports activities betting and on-line on line casino companies. This shift represents a big transformation for Veikkaus, which has lengthy held a dominant place within the nation’s playing sector.
In response to those modifications, Lassi emphasised the alternatives that the evolving market presents. “Veikkaus is in an interesting situation as its monopoly position in Finland is being dissolved. The competitive situation offers the company great opportunities to grow and develop into an even more significant player, even internationally,” Lassi commented. “It is a privilege to soon be part of that journey and to be able to influence Veikkaus’ new direction together with other employees of the company.”
Veikkaus’ modernization efforts:
Lassi’s appointment aligns with Veikkaus’ ongoing efforts to modernize its operations in preparation for the upcoming market liberalization. Recently, the corporate launched a brand new sports activities betting platform powered by OpenBet, a number one expertise supplier within the trade. This platform is designed to deal with bigger volumes of sports activities betting whereas sustaining compliance with regulatory necessities. The addition of Lassi to Veikkaus’ government group indicators the corporate’s dedication to adapting to the more and more aggressive and dynamic playing atmosphere.
Veikkaus can also be targeted on increasing its worldwide presence, and Lassi’s various background in international corporations positions him properly to contribute to the corporate’s long-term strategic objectives. Under his management, Veikkaus goals to strengthen its place within the international playing market and stay aggressive because the panorama evolves.
Lassi’s appointment comes at a time when Veikkaus is navigating vital modifications in Finland’s playing laws. While the corporate prepares for the introduction of competitors in its dwelling market, Lassi sees this as a possibility for progress. “The competitive situation offers the company great opportunities to grow and develop into an even more significant player, even internationally,” he famous in the company’s press release.
As Veikkaus transitions from a state-run monopoly to a extra open and aggressive atmosphere, Lassi’s authorized experience shall be crucial in making certain the corporate’s continued success and compliance. His expertise in managing complicated authorized challenges in worldwide markets shall be invaluable as Veikkaus seeks to boost its aggressive edge in each the Finnish and worldwide playing markets.
