Finland state gaming to consolidate under one brand

A 2015 decision by the Finnish Committee on Economic Policy to consolidate all the Finnish state-owned gambling enterprises under a single brand (see previous reports) will take place in a phased process at the beginning of next year, with the RAY (slots), Fintoto (horseracing) and Veikkaus (lotteries and betting) operations set to operate under the single Veikkaus brand.

Until the consolidation is effected the company is operating under the title FRV Evo Oy, employing more than 2,000 people.

The decision to use a single brand was informed by extensive consumer research, government officials told a press briefing this week as the implementation date for the decision, January 1 2017, approaches.

During the spring of 2016 a range of 4,300 respondents was interviewed at several stages of the research.

Officials claim that the changes will benefit the company’s 1.9 million registered Finnish players.

Work on the revised corporate identity symbols and colours for the consolidated brand is at an advanced stage and will be launched later this year.