Veikkaus, the state-owned Finnish gambling operator, is taking significant steps to enhance responsible gaming practices by requiring players to verify their identity when participating in games, including scratch cards like Ässä and Casino lottery. This move aligns with the broader industry trend towards responsible gaming and coincides with ongoing efforts to reform Finland’s online gambling monopoly, which is currently overseen by Veikkaus.
Expanding Identification Requirement:
Veikkaus is expanding its player identity verification requirement, previously implemented for coupon games like Lotto and Eurojackpot. This proactive step underscores Veikkaus’ commitment to responsible gaming and player safety.
Regulatory Landscape:
The timing of this change aligns with the broader regulatory transformation of Finland’s online gambling industry. The European Gaming and Betting Association (EGBA) has advocated for such reforms, particularly in a market where Veikkaus holds a monopoly on online gambling.
Identification Methods:
Players can complete identity verification using various methods, including the Veikkaus card, a driver’s license, a personal identification card, a Kela card, or a mobile card accessible through the Veikkaus application. These flexible options ensure accessibility for a wide range of players.
Prize Claiming Process:
The identification requirement does not alter the fundamental process of revealing lottery winnings from scratch cards. Players will still need to scratch the card to reveal their prize. When claiming the prize, identification information is provided and entered into the sales terminal, maintaining the simplicity of the game while enhancing player security.
Industry-Wide Impact:
Veikkaus’ initiative reflects a broader shift in the European gaming industry towards responsible gaming practices. The move towards player identification aligns with international industry standards, contributing to a safer and more enjoyable gambling experience for Finnish players.
Pragmatic Play Partnership:
Earlier this year, Pragmatic Play, a leading provider of online casino games, established its first partnership in Finland with Veikkaus. Finnish players gained access to a selection of Pragmatic Play’s slot games, contributing to the diversification of gaming options in the Finnish market.
Broader Legislative Project:
The identification requirement is part of a broader legislative project that encompasses various aspects of the gambling industry. This includes licensing for operators offering online gambling, taxation, safer gambling legislation, and advertising regulations, highlighting Finland’s commitment to a well-regulated and responsible gambling landscape.
Veikkaus’ Monopoly:
Currently, Veikkaus maintains the exclusive right to offer gambling services in Finland, covering all gambling games, including lotteries, casinos, and betting. These reforms demonstrate a proactive approach to align with international standards while preserving the benefits of the gambling industry for Finnish society.
Veikkaus’ implementation of player identity verification for games like scratch cards is a significant step towards responsible gaming. It reflects the company’s commitment to player safety and aligns with broader international industry trends. By ensuring player identities are verified, Veikkaus is contributing to a safer and more enjoyable gambling experience in Finland, while supporting ongoing efforts to reform the nation’s online gambling monopoly. These changes aim to create a more responsible and sustainable gaming landscape for the benefit of Finnish society as a whole.