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From July 2027, the company will lose exclusivity over betting and iCasino products, which will become licence-based, while retaining exclusive rights for lottery games, scratchcards, slot machines and physical table games.
The company has committed to paying market-based compensation for exclusive operations, estimated at around €1 billion for a 10-year licence period, with a significant front-loaded payment scheduled for 2026.
In further preparations for the competitive market, Veikkaus this week joined the market’s trade body, the Finnish Gambling Association, which has long lobbied for market liberalisation.
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While acknowledging Google’s cooperation in removing paid advertisements promoting illegal casinos, the KVA emphasised the need for the company to take more comprehensive measures addressing organic search results.
Dutch MPs have raised similar concerns before. In December 2025, CDA MP Straatman asked the state secretary whether websites advertising as “Beste casino’s zonder Cruks” should be taken offline immediately.
In a written response published in January 2026, Arno Rutte, the state secretary at the time acknowledged that enforcement against such sites remained limited, particularly for domains not registered under the .nl extension.
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SmartSoft has joined the African iGaming Alliance (AiA) as a Gold Supplier Member in a strategic partnership focused on its continued development of African gambling.
In an announcement on Tuesday, the parties said the agreement was “focused on supporting the continued development of sustainable, responsible and commercially viable regulated gambling markets across Africa”.
SmartSoft maintains an established and growing presence in Africa, having also co-hosted the iGB L!VE Africa Summit in July.
