The former owners of Netherlands-facing operator BetCity have unveiled their new brand, SuomiVeto, as they set their sights on the soon-to-be-launched regulated Finnish market.
Founded by Joey Singels and Melvin Bostelaar, SuomiVeto will target the commercial Finnish market when it opens in 2027.
The Finnish parliament approved the framework late last year, with B2C licence applications to open from 1 March 2026.
The regulated market is scheduled to go live on 1 July 2027, with Veikkaus’ monopoly on gambling coming to an end in the Nordic nation.
Operators in the market will be subject to a 22% tax rate.
Singels and Bostelaar were among a host of founders who helped build BetCity into a leading operator in the Netherlands, before selling to Entain in 2022.
Entain completed the acquisition of the brand in January 2023 for an initial consideration of €300m.
Additional contingent payments and earnouts could reach as much as €850m, although upon the acquisition being completed, Entain forecast the total fee to be €450m.
SuomiVeto has tapped Bragg to provide the tech for its Finnish push, having used the Nasdaq-listed supplier to run BetCity as well.
Other operators such as FDJ United, Hippos ATG and SpinCore Group have all indicated their intention to move into the regulated space.
Bostelaar said: “After the successful journey with BetCity, we are once again partnering with Bragg, a platform provider operating at the very top of the industry.
“Their premium technology and scalable infrastructure give us the foundation to build another market leader. Finland is next.”
Singels added: “Our successful collaboration with Bragg in the Dutch regulated market gives us strong confidence as we begin a new venture in Finland.
“Together, we believe we can build an exciting brand that will undoubtedly establish a strong market presence.”
Last week, Bragg announced it was to cut 12% of its global workforce amid a push to become an AI-first business.
The post BetCity founders launch Finland-facing brand ahead of regulation first appeared on EGR Intel.
Joey Singels and Melvin Bostelaar unveil SuomiVeto, which will be powered by Bragg, with licence application window due to open in March
The post BetCity founders launch Finland-facing brand ahead of regulation first appeared on EGR Intel.