Veikkaus Welcomes Former Kindred Executive Reimblad as New VP of Sports Betting

Veikkaus, the Finnish national betting agency, has officially announced the appointment of Peter Reimblad as the new Vice President of Sports Betting. The news came through a LinkedIn post and marks a significant milestone in Veikkaus’ ongoing journey towards becoming a globally recognized player in the betting industry. Reimblad starts his new role on July 5th, following his departure from Kindred Group last month, where he spent significant years contributing to various roles within the business.

Reimblad’s extensive background spans over a decade with Kindred, where he most recently held the role of Director of Sportsbook for three and a half years. During his tenure at Kindred, he was instrumental in various development roles for the vertical, enhancing the company’s sportsbook product offerings. Prior to his experience at Kindred, he had a brief stint at International Game Technology (IGT) working as a product manager for betting and bingo. This period was bookended by his time at Kindred, dating back to the Unibet era.

Expressing his enthusiasm for his new role, Reimblad remarked, “I’m excited to be part of Veikkaus’ journey. 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.”

Jarkko Nordlund, the Executive Vice President of Sports Betting and Online Gaming at Veikkaus, lauded Reimblad’s appointment, stating that he brings “excellent international expertise in betting business, operation, development, and continuous improvement of the player experience.” Nordlund added, “It’s great to have an international professional to strengthen Veikkaus’ business.”

This significant appointment arrives against the backdrop of emerging legislative changes in Finland’s gambling industry. The Finnish government recently published a draft proposal aimed at re-regulating gambling in the country.

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. The proposal charts a course toward opening up the national online gambling market, effectively ending the existing monopoly.

The draft bill outlines a detailed roadmap for the market’s launch, with the government aiming to wrap up a consultation phase by mid-August. Following this phase, a final draft bill will be prepared for parliamentary discussion and approval during the spring session of 2025. If approved, operators will be able to start applying for licenses from the first quarter of 2026.

Interestingly, Veikkaus will continue to hold its monopoly over sports betting and online casino operations until the fourth quarter of 2026. Post this period, the organization will undergo a strategic split into two separate entities. One will oversee a monopoly on lottery and land-based gaming, while the other entity will compete in the newly liberalized online market.

This major restructuring aims to align with global market practices, allowing Veikkaus to compete more effectively on an international scale. The ambitious plan aims to balance maintaining national interests while embracing the competitive dynamics of a liberalized online market.

Reimblad’s long-standing record at Kindred, coupled with his brief but impactful time at IGT, positions him as a well-suited leader as Veikkaus navigates these transformative changes. His new role will undoubtedly benefit from his comprehensive understanding of international markets, coupled with a proven track record of enhancing sportsbook offerings and player experiences.

As Veikkaus gears up for these sweeping changes, the appointment of Reimblad signifies a commitment to maintaining the organization’s competitive edge while transitioning into a new era of gambling legislation. His expertise is expected to not only strengthen Veikkaus’ presence but also enhance its offerings in a rapidly evolving landscape.

With this new chapter, Veikkaus seems poised to navigate the complexities of a re-regulated market while leveraging Reimblad’s extensive industry insights. The betting world will keenly watch how these changes unfold and what impact they will have on Finland’s gambling market. Reimblad’s appointment is a promising start, signaling a potential for growth, innovation, and competitive excellence for Veikkaus in the coming years.

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