Finland's monopoly-holding gaming company, Veikkaus, is accused by ATG of misusing its monopoly status amid ongoing reforms in the country.
Kickin' it Old-School vs the Monopoly Giant
In a twist of gaming history, ATG, a Swedish horse racing bets company, has exposed Finland's gaming monopoly, Veikkaus, for alleged power misuse, aiming to solidify its monopoly before the Finnish market opens up.
Finland Tiptoes Towards Liberalized Gaming
Surfing the wave of change, Finland, a European nation still clinging to the monopoly model, is speeding towards a progressive future. The new vision—a regulated market allowing multiple companies to secure licenses—echoes the approach of most European markets. The Finnish government aims to inaugurate this new chapter on January 1, 2027, by implementing a licensing system, overthrowing Veikkaus' monopoly.
Although Veikkaus initially shrugged off the change, it forewarned of the need for a massive business overhaul and reducing its workforce. As the transformation loomed, Veikkus also unveiled plans to update its tech infrastructure, priming itself for the impending competition.
However, as Veikkaus restructured, ATG spewed accusations of anti-competitive practices.
ATG Tosses the Mudball
ATG slammed Veikkaus, claiming it was manipulating its monopoly for unfair advantages. The Swedish operator lodged a complaint with Finland's Competition and Consumer Authority (KKV) looking to unravel the mystery.
Evidently, the catalyst for this dispute was the termination of the 15-year horse racing partnership between Veikkaus and ATG, nipping a long-standing bond between Finnish and Swedish horse racing in the bud.
Beyond this, Veikkaus penning agreements with TV production companies and securing exclusive deals with Finnish sports leagues threatened to leave competitors in the cold when it comes to vital content and marketing opportunities.
Moreover, Veikkaus' intimidating player base provided a significant cross-selling opportunity, offering it an edge in the competition.
Veikkaus Came Back Swinging
Unfazed by the backlash, Veikkaus countered, asserting that the partnership was disbanded due to ATG's reluctance to sign a long-term commitment with Veikkaus.
The Finnish monopoly's leadership also declared ATG's accusations as puzzling and devoid of evidence.
In a strategic move, Veikkaus pledged to carefully examine the complaint and address the KKV's concerns once they surface.
- The alleged power misuse by Veikkaus, as mentioned by ATG, could potentially lead to a revamp of the Finnish gaming industry's finance and business operations, as regulations change to allow multiple companies to secure licenses.
- With Veikkaus facing accusations of anti-competitive practices, the upcoming regulation of Finland's gaming industry might require the Finnish monopoly to make changes in its existing finance, business, and tech infrastructure to compete effectively in the liberalized market.
