Veikkaus appoints ex-PayPal VP Jyri Lassi as General Counsel amid major market overhaul
Finnish state-owned gambling operator Veikkaus has appointed Jyri Lassi as its new general counsel, as the company prepares for a transformative shift in Finland’s gambling market. Lassi will assume the role on 1 September 2025, following the departure of current general counsel Hanna Kyrki in July.
Seasoned legal executive joins from Virta Global
Lassi brings a wealth of international legal and compliance experience. Since August 2022, he has served as chief legal officer at Virta Global, an electric vehicle charging services provider. Before that, he was general counsel at VR hardware maker Varjo, and previously held senior roles including:
- Vice President, Legal at PayPal
- VP Legal and Compliance at Nokia from 2008 to 2016
This varied background, spanning tech, fintech, and consumer electronics, positions Lassi well for guiding Veikkaus through legal complexities in a fast-changing industry.
Guiding Veikkaus through market liberalisation
Lassi steps into the role at a critical moment. Finland is set to break Veikkaus’ age-old monopoly on gambling by 2027, switching to a licensed, competitive environment. Finland’s latest action is in keeping with wider European regulation patterns and should open the door to private operators.
In a statement, Veikkaus said Lassi’s appointment “strongly supports” its strategy to become a modern, internationally competitive gambling operator in the post-monopoly landscape.
Veikkaus CEO Olli Sarekoski praised Lassi’s track record:
“Jyri Lassi has very diverse work experience in responsible and challenging legal positions in internationally operating companies. I am convinced that with his expertise we will move forward in a determined and controlled manner in the changing operating environment of the gambling industry,” Sarekoski said.
Commenting on his appointment, Lassi expressed enthusiasm, saying, “Veikkaus is in an interesting situation as its monopoly position in Finland is being dissolved. The competitive situation offers the company great opportunities to grow and develop into an even more significant player, even internationally. 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.”
Broader shifts underway
Lassi’s appointment follows Veikkaus’ recent launch of a new sports betting platform powered by OpenBet, part of its modernisation push. The operator is clearly gearing up not only for regulatory change but also for competition from foreign and domestic rivals.
