Andreas Reimblad, VP of Sports Betting at Veikkaus

Your first impression after your election at the Board of the World Tote Association at the end of August 2024? 

Unfortunately, I wasn’t able to attend the meeting in Sapporo, but it’s clear that WoTA and the board did an excellent job in representing and actively engaging in the industry. My overall impression is that the board and its members are truly committed to fostering collaboration among operators, with the shared goal of enhancing horse racing for consumers and stakeholders in all markets. I’m excited to contribute to this important work

What can WoTA brings to Veikkaus? 

For Veikkaus, operating in a single market, WoTA offers a unique opportunity to collaborate with some of the world’s leading operators in horse racing. This collaboration allows us to exchange ideas, insights, and best practices, which are invaluable for refining our strategies. Additionally, WoTA provides valuable benchmarking and performance insights, not only for our Toto products but also for our broader sports offerings, helping us stay competitive and innovative.

What can WoTA do differently to become more relevant for operators like Veikkaus? 

As a long-standing member, we already see significant value in WoTA’s relevance to our group. However, what excites us even more is the work being done beyond Toto. By expanding its scope to include broader areas of innovation and collaboration, WoTA can become even more impactful for operators like Veikkaus, especially as we navigate a competitive and evolving market landscape.

What are the most important challenges facing Veikkaus in 2025? 

In 2025, one of Veikkaus’s biggest challenges will be navigating Finland’s transition to a licensed market—one of the last European markets to open to competition. As seen in other re-regulated markets, this shift brings a mix of opportunities and uncertainties, both positive and negative. Successfully adapting to this new environment while maintaining our competitive edge and staying true to our commitments will be critical.

What kind of relationship do you have with other Pari Mutuel operators in other part of the world? 

We collaborate a lot with our Nordic partners and have a strong relationship with WLA operators across the globe. 

Where do you see Veikkaus in a 10 – 15 years perspective? 

In 10–15 years, I see Veikkaus as the undisputed market leader in Finland’s licensed market, setting the standard for excellence and innovation. I’m confident that the new regulatory framework will enable us to focus on providing top-tier products that resonate with our customers. Additionally, I envision Veikkaus excelling in international collaborations, leveraging global partnerships to enhance our offerings and solidify our position as a forward-thinking and customer-centric operator.

What do you do when you are not the VP of Sports Betting at Veikkaus? 

Since me and the family just recently moved to Finland we are trying to explore as much as possible, we are really looking forward to a proper winter compared to what you usually get in Sweden. 
But being a father of 3, there are a lot of different activities, from Ice hockey to cheer-leading.

Please tell us what is your best memory of a sport (horseracing or other) event you have attended? 

Elitloppet 2012 stands out as one of my best memories—not just for the thrilling races themselves, but for the entire day spent with friends. It was topped off by Loreen winning the Eurovision Song Contest, making it an unforgettable weekend.

I’m also passionate about the experiences that surround sports and racing. This year, I had the chance to attend two incredible Champions League matches: Dortmund vs. Atlético Madrid on a Tuesday, followed by Bayern Munich vs. Arsenal in Munich. Both German teams won and secured their spots in the semifinals, making it an unforgettable week of football.