Finland unifies gambling assets under Veikkaus brand

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Finland’s state-owned gambling operators; RAY, Fintoto and Veikkaus are set to operate under the unifying brand of ‘Veikkaus’ (English translation: betting).

The decision taken by Finland’s Committee on Economic Policy follows 2015’s decision to merge the Country’s gambling assets forming a single entity.

Seeking  to create a more effective national enterprise with better consumer services, which will help reduce social harms and raise money for national charities, the Finnish Economic Committee has merged Fintoto (horseracing), Ray (Slots) and Veikkaus (betting and lotteries).

Finnish government representatives  detailed to national media, that a number of new names had been considered along with the possibility of a comprehensive rebrand for its assets.

However, following extensive customer-led research, gambling stakeholders chose to stick with Veikkaus as its leading brand.

Later this year the Economic Committee will unveil a new logo Veikkaus logo which will be incorporated throughout all syndicate businesses and divisions.

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