Pragmatic Play, Veikkaus Oy team up for market expansion in Finland

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Malta-based iGaming provider Pragmatic Play has recently signed a content distribution agreement with Finnish operator Veikkaus Oy to expand its presence in Finland. This recent expansion marks its first partnership in the country.

This partnership aims to introduce Pragmatic Play’s latest games to a new audience. As part of the agreement, the Veikkaus Oy platform will provide ten slot games, including popular titles like Sugar Rush, Gates Of Olympus, The Dog House Megaways and Big Bass Bonanza.

This agreement follows recent deals with Swiss Casinos and Merkur Sports in the region. These partnerships have solidified Pragmatic Play’s position in the European market.

Pragmatic Play chief operating officer Irina Cornides expressed her delight about the partnership.

“Not only does the deal signal our continued growth in regulated markets across Europe, but it also highlights our shared commitment to player protection and corporate social responsibility.”

Irina Cornides, Pragmatic Play chief operating officer

Cornides also highlighted Veikkaus’ commitment to providing a “safe and entertaining environment for its players.” She also mentioned that Veikkaus players can now access some of the industry’s popular games.

Commitment to player engagement, social impact

Veikkaus Oy is a Finnish gaming company established in 2017 through the merger of Finland’s Slot Machine Association (RAY), Fintoto and Veikkaus. It operates on the principle of exclusive rights to responsibly manage games, minimize gambling risks, protect gamblers legally and prevent fraudulent activities.

Veikkaus Oy oversees all gambling activities, including casino games, lotteries and wagering. The company’s profits benefit Finland by supporting the sports, science, social protection and healthcare sectors.

Through this partnership, Veikkaus Oy would add popular content from Pragmatic Play to its portfolio. This will help boost player engagement.

“Games like Sugar Rush™ and Big Bass Bonanza™ have been making waves with players in Europe for years and we have every faith our players will enjoy and embrace Pragmatic Play’s excellent titles, too,” said Veikkaus chief product officer Jan Hagelberg.

Hagelberg also emphasized the operator’s commitment to continuously improving its offerings to remain the top choice for Finnish players.