Finland’s Paf renews long-standing Kambi sportsbook partnership

Andreas Reimblad to support Veikkaus betting strategy in wake of market restructure

Andreas Reimblad, former Director of Sportsbook at Kindred Group, has been appointed the new VP of Sports Betting at Finland’s Veikkaus.

Reimblad will bring 12 years of experience at Kindred to the state-owned operator, which expects him to be a “game changer” as he joins Veikkaus betting. 

“I’m excited to be part of Veikkaus’ journey,” Reimblad said. “The opportunity that Veikkaus may have to enter the global stage fits well with my experience of operating in several markets. I’m eager to contribute my knowledge to this exciting journey. 

“Veikkaus has a respected reputation in the industry among both operators and suppliers. So, the timing of my transition feels perfect.”

On Reimblad’s appointment, Jarkko Nordlund, EVP of Sports Betting and Online Gaming at Veikkaus, added: “Andreas is bringing with him excellent international expertise in betting business, operation, development and continuous improvement of the player experience. 

“It’s great to have an international professional to strengthen Veikkaus’ business.”

The announcement follows a recently submitted draft with major restructuring plans for Finland’s gambling landscape. 

Consultations on the draft will run until 18 August, collecting feedback on the government’s proposal to break up Veikkaus’s monopoly and introduce a licensing system that will introduce a competitive market. 

Should the changes be accepted, applications for the new licences will begin in 2026 – with the revamped market targeting 2027 as the earliest launch date.

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