Finnish gaming operator Veikkaus has appointed a new executive team tasked with improving the company’s digital business and staving off increasing international competition.

The new eight-member executive team will assume its duties today (September 3rd), led by president and chief executive Olli Sarekosi.

He will be supported by executive vice president Velipekka Nummikoski, who is in charge of communications, community and beneficiary relations, and sponsorships, as well as chief operating officer Nora Vähävirta, who leads the three main business units – casino games, lottery games and betting.

Senior vice president of ICT and Sales Ari Aarnihuhta has also been named to the executive team alongside svp of business operations Timo Kiiskinen, who is responsible for new business operations, the game studio, equipment and release platforms, networks and ecosystems.

Veikkaus has also brought in former Canon distribution director Jari Heino to serve as svp of channels and sales with responsibility for Pelaamo arcades and restaurant game tables, casinos, Feel Vegas arcades and race tracks, POS services and logistics. Heino assumes his new role on October 1st.

Heli Lallukka, who recently joined from Ikea as svp of human resources, and svp of legal affairs and governance Pekka Ilmivalta, round off the eight-member executive team.

“By revising our organization, we are preparing, for our part, for the changes in our operating environment, for the rapidly increasing international competition, and for success in digital business,” said Veikkaus’ president and chief executive Olli Sarekoski.

Sarekoski added that the organisational changes will not result in any reduction in staff numbers.