Veikkaus, the Finnish state-owned gaming operator, has made history by becoming the first gaming company worldwide to enforce mandatory identification for both digital and physical games. This became effective on 1 January, 2024. This initiative, the first of its kind globally, builds upon a prior identification requirement, introduced in early 2023, specifically for coupon games such as lotto and eurojackpot.

Aiming for safety with comprehensive identification strategy

The comprehensive identification checks serve a threefold purpose: preventing gaming-related disadvantages, enhancing age limit monitoring, and fostering an overall safer gaming environment. This initiative aligns with Veikkaus’ commitment to responsible gaming practices and player well-being. The identification process mirrors the system already in place for coupon games, allowing players to verify themselves using methods such as a Veikkaus Card, a driver’s license, personal identification card, Kela card, or a mobile card within the Veikkaus application.

Pioneering responsible gaming

Susanna Saikkonen, Veikkaus’ Responsibility Director, highlighted the significance of this milestone, stating, “From the beginning of 2024, Veikkaus will be the first gaming company in the world to require identification in all digital and physical channel games.” This groundbreaking approach enables customers to track their gaming history, ensuring greater transparency and accountability. Ville Venojärvi, Head of Lottery Games at Veikkaus, emphasized the smooth transition for players, particularly those accustomed to identification processes in coupon games. He expressed confidence in the success of this shift, noting that despite the identification requirement, Christmas lottery sales met expectations. The fact that lotteries purchased during this period can be redeemed without identification until the end of 2024 demonstrates the familiarity and acceptance of the identification process among Veikkaus’ player base. Veikkaus is not only setting a precedent for the gaming industry but is also showcasing its commitment to responsible gaming practices and player protection with this innovative and groundbreaking identification requirement.

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