Pulse

Winlandia: adapting to an international stage

By William - 10 October 2023

Earlier this year, the newly formed Finnish government committed to ending the current monopoly system for gambling in favour of a licensing model no later than 2026.

Shortly afterwards, online casino Finlandia Casino announced a rebrand to Winlandia and plans to take the casino on the road.

Matti Pekkanen, Chief Executive Officer, discusses the regulatory landscape in Finland and expansion plans to foster a global community of players.

What impact has the announcement had on Winlandia and the subsequent decision to rebrand from Finlandia Casino?

The Finnish government’s commitment to transitioning from a monopoly-based system to a licensing model by 2026 is a significant development in the gambling industry. While this decision has influenced our strategic outlook, the rebranding of Finlandia Casino to Winlandia Casino was primarily driven by our core objective of expanding into international markets.

The timing of our rebranding coincided with the government’s announcement, but it was not a direct response to it. Rather, it was part of our broader strategy to establish a stronger presence beyond the Finnish market and cater to a global audience. The new name, Winlandia, better reflects our ambitions and resonates with international players.

As a result, while we are monitoring the evolving regulatory landscape closely and are open to the possibilities offered by the upcoming licensing model, our decision to rebrand was more aligned with our long-term vision of becoming a leading player in the international online gambling industry. We remain committed to providing a top-quality gaming experience to our valued customers, both in Finland and in the new markets we aim to explore.

Will dissolving the gambling monopoly in Finland help prevent harmful gambling? Will a licensing model improve the country’s channelisation rate to legal offerings?

Dissolving the gambling monopoly in Finland and transitioning to a licensing model represents a significant step towards enhancing responsible gambling practices. While I cannot speak for the entire industry, I can provide insights from our perspective at Winlandia.

Firstly, it’s important to note that as an international online casino, Winlandia is already licensed and regulated by the Malta Gaming Authority, which entails rigorous compliance and regulatory standards aimed at preventing harmful gambling. We have implemented a comprehensive set of tools and measures to promote responsible gaming, including self-exclusion options, deposit limits, and player monitoring.

Regarding the impact on the Finnish market, the move away from a gambling monopoly has had positive implications for responsible gambling. The transition has compelled domestic operators, such as Veikkaus, to adhere to the same obligations and anti-money laundering (AML) rules that international companies like ours have been following.

For instance, Veikkaus can no longer offer anonymous gambling via their in-store slot machines, a change that aligns with international standards and promotes player protection.

Furthermore, the introduction of a licensing model in Finland is expected to improve the country’s channelisation rate to legal offerings. By providing a legal framework that is more attractive to players, it incentivises them to choose licensed and regulated operators over unlicensed alternatives.

This increased channelisation can facilitate better control and monitoring of gambling activities, contributing to the prevention of harmful gambling practices.

With the rebrand came a mission statement to expand internationally. Steeped in Finnish gaming, what will Winlandia bring to other markets? Will Nordic countries be the immediate priority?

At Winlandia, our commitment to expanding internationally is driven by our deep-rooted experience in the online gambling industry. I personally have been an active participant in this sector since 2006, and our co-founder and Affiliate Director, Mr. Grönlund, has been contributing his expertise since 2007.

In 2012, we joined forces, and our team includes members who have been part of our journey since as far back as 2010. This collective history and longevity in the industry bring a wealth of knowledge and experience to the table.

Besides our industry experience, I’ve known our current platform provider, SkillOnNet, since 2007. This long-lasting partnership is uncommon in our industry, where people often change jobs. This helps us build trust and strong relationships with our customers and affiliate partners, without needing to adjust to new contacts regularly.

What sets us apart is the trust and rapport that we’ve built over the years, which translates into a superior customer experience. For our customers, we offer a wealth of experience and knowledge that ensures a secure and enjoyable gaming environment. For our valued affiliate partners, we bring sustainability and safety, ensuring that our relationships are built on a solid foundation.

While our roots are steeped in Finnish gaming, our mission is to take this wealth of experience and extend it internationally. While Nordic countries are certainly of interest to us, our goal is to bring our unique blend of expertise and reliability to markets worldwide – we have just launched in the UK, for example. We look forward to making a positive impact and delivering exceptional gaming experiences beyond the borders of Finland.

Localisation and personalisation are a must for success in any new market. How do Swedish, Norwegian, and Danish players differ from the Finnish bettor Winlandia knows so well?

Localisation and personalisation indeed play a crucial role in achieving success in new markets, and understanding the distinctions among players from various regions is pivotal. While Winlandia has a deep understanding of the Malta-licensed gambling markets, venturing into the Swedish and Danish markets requires acknowledging the unique characteristics of players in these regions.

I am from Finland and Finland has a historical connection with Sweden, and both countries share a common culture. Denmark also has a strong historical presence in the Nordic region, as well as a high standard of living and a progressive society.

Recognising these historical and cultural ties is essential in understanding the nuances of each market. Our team comprises Swedish individuals, and we have a dedicated local country manager in Denmark. This localised approach ensures that we have a deep understanding of the preferences, behaviours, and trends specific to each market.

Winlandia’s core values of trust, efficiency, an extensive game portfolio, and providing a secure gaming environment are universally appealing. These values are not bound by geographical borders and can resonate with players in various markets, from Sweden to Latin America.

While certain values remain consistent, we understand the importance of tailoring our strategies to suit each market’s unique demands. This may include adjusting our game offerings, marketing approaches, and customer support to align with the specific preferences of Swedish and Danish players.

Adhering to local regulations and ensuring compliance with licensing requirements is paramount in each market. Our commitment to providing a safe and regulated gaming experience remains unwavering.

What’s the long-term ambition for Winlandia?

Our long-term ambition at Winlandia extends beyond our successful rebranding as a more internationally focused brand. While our initial step was essential in positioning ourselves for growth, we have a broader vision for the future. Our primary objective is to continue nurturing and expanding the Winlandia brand, making it synonymous with excellence and innovation in the iGaming industry.

This entails consistently delivering exceptional gaming experiences, staying at the forefront of technological advancements, and adapting to the evolving needs and preferences of our players.

Furthermore, we aspire to reach a wider and more diverse audience, transcending borders and demographics. Our goal is to offer our services to players around the world, fostering a global community of gamers who appreciate the quality and reliability that Winlandia represents.

In our commitment to the iGaming industry, we remain agile and responsive to its dynamic landscape. We understand that the industry’s requirements are subject to change, whether in terms of regulations, technology, or player expectations.

Winlandia aims to not only keep pace with these changes but to be a driving force in shaping the future of iGaming. Ultimately, our ambition is not just about business growth but about making a positive impact on the world.

We believe that the more players we have, the better our world becomes. By providing a safe, entertaining, and responsible gaming environment, we contribute to the happiness and well-being of our players. In essence, we are on a mission to make the world a more enjoyable and exciting place through gaming.