Veikkaus, the Finnish state-owned gambling operator, has announced the appointment of Jyri Lassi, a former Vice President at PayPal and an experienced legal executive, as its new general counsel and a member of its management team. This strategic appointment comes as the company prepares for significant market changes, including the dismantling of its iGaming monopoly.

Lassi will officially begin his new position at Veikkaus on September 1, 2025. He will succeed Hanna Kyrki, who is scheduled to depart the business in July to join Summa Defence.

Extensive Legal Background

Jyri Lassi brings an extensive professional background to his new role at Veikkaus. He will join the company from electric car charging service company Virta Global, where he served as chief legal officer for over three years. Earlier in his career, Lassi had a two-year spell as general counsel at virtual reality technology company Varjo and also served as a board member at software business Doerz. From 2016 to 2020, Lassi worked at PayPal, initially as vice president and legal chief IP officer, and later as vice president of legal. Additionally, he spent over eight years in various legal roles with Nokia, further diversifying his legal experience across technology giants.

Navigating Market Transformation

Lassi’s appointment occurs amidst a period of significant market transformation for Veikkaus. He acknowledged, as reported by iGaming Times, the major changes facing Veikkaus in the near future, specifically the dismantling of its iGaming monopoly in Finland, with the country set to open up a wider, regulated market. Lassi conveyed, as reported by iGaming Times, that Veikkaus is in an “interesting situation” as its “monopoly position is being dismantled,” and that the “competitive situation offers the company great opportunities to grow and develop into an even more significant player, even internationally.” Lassi stated, as reported by iGaming Times, that it is a “privilege to soon be part of that journey and to be able to influence Veikkaus’ new direction together with other employees of the company.”

Leadership Confidence and Strategic Moves

Veikkaus CEO Olli Sarekoski expressed his strong backing for Lassi in his new role. Sarekoski stated, as reported by iGaming Times, that Lassi possesses “very diverse work experience in responsible and challenging legal positions in internationally operating companies.” Sarekoski conveyed his conviction, as reported by iGaming Times, that with Lassi’s expertise, Veikkaus “will move forward in a determined and controlled manner in the changing operating environment of the gambling industry.” The appointment of Lassi also aligns with other strategic moves by Veikkaus; the operator is notably set to relaunch its new-look sportsbook, transitioning its core technology from the DraftKings platform to begin working with OpenBet technology.

In conclusion, Veikkaus’s appointment of an experienced legal executive like Jyri Lassi, with a background at global tech giants like PayPal and Nokia, signals its strategic intent to navigate the complex transition from a state monopoly to a competitive, regulated iGaming market. His expertise is expected to be crucial in guiding Veikkaus through this evolving landscape, leveraging opportunities for future growth and ensuring controlled adaptation amidst significant industry changes.