Sustainability program

A culture of doing the right thing is the foundation of everything we do

At Veikkaus, we work for a better game – for our customers, our team, and society. Being responsible is not just a requirement for us – it’s our way of working every day.

Our sustainability program is built on a strong culture of doing the right thing. This means following the law, adhering to regulations and good governance, and acting according to our values: bravely, caring, and together.

Doing the right thing also means operating in an ethically sustainable way – taking into account our changing operating environment and the expectations of our stakeholders. External demands for sustainability are increasing rapidly, and we want to lead the way in our industry.

More about the culture of doing the right thing

The culture of doing the right thing is at the heart of everything we do.

Veikkaus’ Code of Conduct defines the principles that every employee follows in their daily work. Our suppliers and partners are also guided by jointly agreed ethical standards, covering areas such as human rights, environmental responsibility, anti-corruption, and fair competition.

Doing the right thing is also reflected in how we operate our games. The Finnish Lotteries Act requires that games be run in a way that ensures player protection, prevents misuse, and mitigates the financial, social, and health harms of gambling. Information security, privacy, cybersecurity, anti-money laundering, and anti-corruption are key elements of our responsibility and risk management.

Our sustainability program

Our customers

We offer safe, caring and responsible customer experience.

Veikkaus’ strategy is strongly rooted in responsibility. Our goal is to provide a safe customer experience and prevent the economic, social, and health-related harms caused by gambling – always guided by our culture of doing the right thing.

All our games require registration and identification. We provide players with a wide range of gambling control tools, both mandatory and voluntary, including gambling restrictions and self-exclusions. We encourage customers to make healthy and economically sustainable choices.

We offer our customers versatile information on games, gambling-related risks, and tools to help to control own gambling. We monitor potential gambling harm through gambling data and various surveys. We have developed a risky behavior prediction model and engage the identified high-risk customers in our digital channels with content related to the gambling control and facts on gambling.

We also make more than 6000 care calls annually to our customers, based on the prediction model and other markers of harm.

Our team

We build our competences and a strong winning culture together.

We support our people’s wellbeing and ability to work through comprehensive occupational health services, low-threshold support and training opportunities. We regularly monitor concerns related to employees’ own gambling, and we have clear practices in place for preventing gambling-related problems.

We are committed to promoting diversity, equity and inclusion at Veikkaus. Fair treatment, respect for individuals, and equal opportunities are central to ensuring that human rights are realised in our workplace.

We also focus on meaningful work, human-centric leadership, and a culture of ethical behavior.

Our society

We create value to Finnish society.

Veikkaus’s goal is to become a respected and successful international gaming group by 2030. We are driven by our purpose: we passionately drive better gaming.

We are evolving from a national operator to an international player – both in Finland and abroad. All our profits are returned to our owner, the Finnish state, and we also pay lottery tax and value-added tax.

Veikkaus supports research on gambling-related harm under the guidance of the Ministry of Social Affairs and Health, and we fund the development of treatment services annually.

We are also committed to reducing our environmental impact and tackling climate change. Our climate efforts are aligned with our strategy and scientific research. We assess and monitor our environmental impact using the GHG Protocol, and in 2023 our climate targets were officially approved by the Science Based Targets initiative (SBTi).

Culture of doing the right thing

UN’s Sustainable Development Goals build the foundation for our Program

We are a member of the UN Global Compact, and as part of our sustainability efforts, we support the United Nations Sustainable Development Goals (SDGs), which guide us toward a more sustainable and just future. We have aligned our sustainability program with six of the UN’s Sustainable Development Goals.