Veikkaus snaps up former Kindred sportsbook director as VP of sports betting
Finnish monopoly operator secures services of Andreas Reimblad as government unveils proposed changes to existing model in the market
Veikkaus has named former Kindred Group exec Andreas Reimblad as the group’s new vice-president of sports betting.
Reimblad joins the Finnish monopoly operator after 15 years with Kindred Group, having departed the Stockholm-listed firm last month.
The new exec had two spells at Kindred, first joining in 2009, before leaving for IGT in March 2012.
He returned to Kindred three months later as a development manager in the sportsbook division.
In June 2014, he was named head of sportsbook product development before a series of promotions led to his appointment as director of sportsbook in February 2021.
It was in this role that Reimblad played a pivotal part in the development of the Kindred Sportsbook Platform, the operator’s in-house tech stack, which was unveiled in February 2022.
As a result of his appointment, Reimblad has relocated from Sweden to Finland and officially began his new role on 1 July.
Speaking on his decision to join Veikkaus, Reimblad said: “I’m extremely excited and very happy to be joining the Veikkaus sports team in Helsinki with all the opportunities in front of us and ensure that the Finnish customers get the best possible experience to place a bet or enjoy their favourite sports.
“I’m excited to be part of Veikkaus’ journey. The opportunity that Veikkaus may have to enter the global stage fits well with my experience of operating in several markets.”
He added: “I’m eager to contribute my knowledge to this exciting journey. Veikkaus has a respected reputation in the industry among both operators and suppliers. So, the timing of my transition feels perfect.”
Reimblad noted that he was also on the hunt for new industry talent to add to the monopoly operator’s team.
He continued: “Veikkaus [has] very impressive plans and high ambitions for the future, and we are constantly looking for top talents to support our mission – so please do reach out if you are one of them for a discussion how you can contribute.”
Jarkko Nordlund, Veikkaus executive vice-president of sports betting and online gaming, said: “Andreas is bringing with him excellent international expertise in betting business, operation, development and continuous improvement of the player experience. It’s great to have an international professional to strengthen Veikkaus’ business.”
Reimblad’s appointment comes after the Finnish government revealed its plans to introduce a multi-licensed commercial market in the Nordic nation.
Under proposed plans, the open market will go live in January 2027, bringing an end to Veikkaus’ monopoly rule.
Plans also include a licensing regime for suppliers and the launch of a new regulator to be housed in the Ministry of Finance.
On those changes, Veikkaus vice-president Velipekka Nummikoski said: “The Ministry of the Interior has today [3 July] announced a draft for a new gambling system.
“We will familiarise ourselves with the draft and give our own statement by the deadline. In particular, we pay attention to the conditions so that they enable a licence system that channels gambling well and, at the same time, effective prevention of harm.”
Arnold Ash is EGR’s Executive Recruitment Partner. They support ambitious organisations to identify and attract industry leading executive talent. Find out more here.