Country regulators will soon require players who participate in games offered by Veikkaus, including scratch cards, to verify their identity to prove their eligible to gamble. The regulation, which is aimed at boosting player safety and ensuring better control over gambling activities in Finland, is set to become effective on January 1st, 2024.
Reportedly, identification can be completed through various means, including a personal identification card, a driver’s license, the Veikkaus card, a mobile card available through the Veikkaus app, as well as a Kela card. As explained by the sweepstakes operations at the Veikkaus, Ville Venojärvi, the implementation of special conditions for player identification for scratch cards was necessary, considering the large customer base of the operator.
The move follows a similar requirement for ID provision that the competent authorities implemented earlier in 2023 for coupon games, such as Eurojackpot and Lotto. The transition comes at a time when the Finnish national betting agency is making an effort to respond to some new gambling industry rules by trying to implement responsible gambling practices to make sure it is in line with recommended responsible gaming practices.
The latest regulatory change unveiled for the Government-owned agency comes at a time when the competent authorities have been making an effort to bring reforms to Finland’s online gambling monopoly, which is currently overseen by Veikkaus.
Latest Gambling Identification Reforms in Finland Aimed to Be In Line with Global Industry Trends and Standards
There will be no changes in the way scratch cards work. As with the existing procedure, players will still have to scratch the cards to reveal lottery winnings and prizes. Then, identification information will be provided by players upon claiming the prize by entering the necessary details into the sales terminal.
In addition, the proposed reforms have come at a time when the European gaming industry has already been facing some transformation. The European Gaming and Betting Association (EGBA) has been lobbying for similar reforms in Finland, where Veikkaus, a fully state-owned entity, holds a monopoly on online gambling services.
As part of the new proposals, online gambling operators, including the ones who offer digital casino gambling and sports betting services, would be required to apply for a license to be given the right to target Finnish customers with their products and services. This requirement has been unveiled as part of a broader legislative reform that also includes taxation, fees, regulations of gambling advertising, and implementation of safer gambling legislation.
The reforms have highlighted a commitment to increasing player safety and ensuring responsible gambling but they have also been aimed at aligning with global industry standards in terms of the provision of a safer and more enjoyable gambling experience.
Earlier in 2023, the online casino game provider Pragmatic Play managed to successfully establish its first partnership deal with Veikkaus on the territory of Finland. As part of the collaboration agreement, Finnish players were granted access to a selection of slot games offered by Pragmatic Play, including Gates of Olympus and Sugar Rush.
As mentioned above, Veikkaus holds the exclusive right to offer gambling products and services in Finland and operates all gambling offerings in the country, including casinos, sports betting and lotteries.