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“Player protection is something I live and breathe and I look forward to implementing that passion at scale across Allwyn,” Rodano added.
He said that by operating in a number of markets, Allwyn had a unique opportunity to learn from each other.
The appointment also follows a period of leadership changes at Allwyn, including Phil Walker’s move to lead the UK business, Katie Harbron’s hiring as director of games in the UK and Khalid Reede Jones’ appointment as North America CEO.
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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.
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“The largest black market operators have scaled to create recognisable brands with traffic that can compare to domestically licensed operators,” the report’s authors wrote. “The top group of sites by common owner has a 12% share of traffic, while the largest single brand has 10%.”
Beyond offering crypto payment solutions, a number of black market operators are licensed in “light touch” offshore jurisidictions which use opaque offshore operating structures to help to obscure company ownership and make local enforcement against these companies complex, the report noted.
By comparison, the long tail of smaller black market sites rely heavily on affiliates to generate traffic.
