Veikkaus responds to the challenges of the market situation by product development and cost-efficiency
The weak consumer demand was still reflected on the Finnish gaming market in 2014. Veikkaus has responded to the challenges by both developing the game sales channels and paying attention to cost-efficiency. During the year under review Veikkaus managed to increase its return to society.
Veikkaus develops its games and services in both the retail sales and the digital channels. In 2014 we launched one completely new game, Neighbours, and revamped the long-term favourites Lotto and Fixed Odds Betting.
Web gaming continued its strong increase. In 2014 up to over 40% of Veikkaus sales came from the web. During the year under review, Veikkaus’ website was reformed and turned almost entirely responsive, making the user experience uniform irrespective of terminal equipment. Based on analytics, the gaming pages were made faster, easier to use, and better personified.
Promoting registered gaming is a core part of Veikkaus’ strategy. During the year under review, the number of registered customers exceeded the limit of 1.6 million.