Sweet land

How to play Sweet land

He views the Peruvian market as “quite polarised” with a few operators, including Betsson, dominating the market and the rest playing catch-up. “I think competition has already evolved,” he says. “We have seen fierce competition.

“We have been there for a long time and we have our positioning quite cemented. [But] we need to look at ourselves and keep improving, keep embracing the Peruvian culture and the way we fit in the market by applying a localised approach.”

As seen in many markets, especially in LatAm, local Peruvian brands and their cultural knowledge are facing competition from international operators that often bring bigger scale in terms of technology and capital.

What is Sweet land?

Veikkaus stated that Fennica now operates in 21 markets across three continents and gaming verticals. Fennica secured an UAE online supplier licence last year. 

Industry consultant Jari Vähänen, formerly a senior executive at Veikkaus, estimated the entire business could be valued at up to €4.5 billion following the liberalisation of the market.

Veikkaus is adjusting to a partial liberalisation of Finland’s gambling market under the new Gambling Act, which was ratified in January 2026. 

How to play Sweet land

In the interview, the minister mentioned the tax changes proposed by the Ministry of Finance, and more recently, the ban on beneficiaries of social welfare programmes from gambling.

Durigan recalled that Lula has already made clear his discomfort with the cost and quality of life for people.

“Therefore, we have been having this debate,” he added. “I have been to Congress, the Supreme Federal Court, and the Attorney General’s office to talk about the impact of betting on the lives of Brazilians.