Melvin Bostelaar appointed CEO of SuomiVeto ahead of Finland market opening
New CEO takes charge after licence approval as Finland prepares to open in July 2027
Key Takeaways
- Melvin Bostelaar has been appointed CEO of SuomiVeto Oy.
- SuomiVeto received a gaming licence from the National Police Board on 22 October 2026.
- The Finnish gambling market opens to competition on 1 July 2027.
- Kambi and Bragg are SuomiVeto’s main technology partners; Ryhmä and Kohderyhmä complete the partner group.
- SuomiVeto is entering an operational ramp-up with suppliers now that the licence is active.
Melvin Bostelaar has been appointed CEO of SuomiVeto Oy and will lead the company into the opening of the Finnish gambling market on 1 July 2027. SuomiVeto Oy was granted a gaming licence by the National Police Board on 22 October 2026.
"Four years ago, we sold BetCity.nl after an incredible journey. Stepping away was the right call for me at the time. Now I am CEO of SuomiVeto," said Melvin Bostelaar.
Objective and timetable
Bostelaar takes the helm with the market opening date already fixed: 1 July 2027. The licence granted by the National Police Board on 22 October 2026 authorises SuomiVeto to operate in Finland once monopoly restrictions are lifted.
Technology partnerships
SuomiVeto has announced its principal partners and their responsibilities:
Kambi will supply the [sports betting platform](/sports).
Bragg will provide the player account system and the casino games [suite](/casino).
The creative agency Ryhmä and the media agency Kohderyhmä complete the roster of collaborators.
"We believe strongly in the Finnish market and we are building a team that can do it properly. Together with our dream team of main partners, we are getting ready," said Melvin Bostelaar, CEO of SuomiVeto.
The company now begins the operational ramp-up phase with the named suppliers and the licence in force.
Frequently Asked Questions
Who is the new CEO of SuomiVeto?
Melvin Bostelaar is the new CEO of SuomiVeto Oy. Bostelaar was known for his association with BetCity.nl and said he now leads SuomiVeto after selling BetCity.nl four years ago.
What licence does SuomiVeto hold and when was it issued?
SuomiVeto Oy was granted a gaming licence by the National Police Board on 22 October 2026. That authorisation allows the company to operate in Finland once the market opens on 1 July 2027.
Which technology providers has SuomiVeto announced?
Kambi will supply the sports betting platform and Bragg will provide the player account system and casino games. The creative agency Ryhmä and media agency Kohderyhmä are also named among the company’s main partners.
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About the author
Gonzalo Marín
Industry Deals Correspondent
Gonzalo Marín covers the corporate deal flow of gambling — operator strategy, M&A, regulated-market entries, and product launches. The reports open with the transaction, cite companies, valuations, and jurisdictions exactly as released, and keep the announcement apart from its actual effect. When a Latin American operator raises capital or a European brand lands in the region, Gonzalo Marín reports who signs, for how much, and on what terms.
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