ATG has hit back at claims from Finland’s monopoly operator Veikkaus that the Swedish gaming company is trying to secure a “virtual monopoly” of horse betting in the Finnish market.”
The two companies have disagreed over the breakdown of talks regarding a new deal to cover harness racing, or “trotting.”
Both sides claim that the other has terminated the agreement.
ATG said it refused to back the terms of a proposed extension that would run until 2030 due to uncertainties around the re-regulation of the Finnish market in 2027 and the overhaul of Veikkaus’ monopoly into a multi-licensing system.
But Veikkaus has claimed that while ATG’s operational management have agreed on the terms of that new deal, ATG’s board of directors rejected the move.
Veikkaus’ director of betting and online casino, Jarkko Nordlund, said: “We are disappointed by this because in our interpretation it means that ATG does not want to commit to a long-term agreement with Veikkaus.
“This indicates that Veikkaus would no longer have the opportunity to participate in ATG's projects once the licensed market opens up.
“Due to ATG's decision, Veikkaus believes and is concerned that ATG is attempting to build a virtual monopoly of horse betting in the Finnish license market, as has happened in Sweden.”
Responding to those claims, ATG’s chief corporate communications officer Patrik Brissman told InterGame that “several” betting companies, alongside ATG, have agreements for video and data rights from the trotting federation.
He added that in Denmark, ATG and Danske Spil, Denmark’s state-owned gambling company, offer horse betting on “exactly the same terms.”
“All compete for customers' attention with their brands, products and betting experiences in a free and regulated market,” Brissman said.
“Veikkaus, on the other hand, is now attempting to gain market advantages under its current monopoly ahead of the upcoming re-regulation. This includes terminating the agreement with ATG regarding rights to Finnish trotting content.
“Moreover, Veikkaus has threatened to cut off the possibility for Finnish customers to bet on Swedish races – despite strong public interest.”
Brissman said these measures do not promote healthy competition or protect the interests of consumers and the horse racing industry.
He said Veikkaus is attempting to secure a “privileged position ahead of a future open market that will demand choice and competitive neutrality.”
“We are firmly convinced that an open and competitive model is the best solution – for customers and above all, for the Nordic horse racing industry and the interest in horse betting.
“I sincerely hope there is a way forward out of the current situation. We are more than willing to continue the existing agreement as before, for the time being. I truly hope the dialogue continues.”
