Shōgun

How to play Shōgun

“Our ambition, as we outlined in March, has always been to change the trajectory of our land-based business, which I think we now have done. Our ambition is now to continue to take market share in the land-based casinos.”

The CEO highlighted the synergies between Sun International’s land-based and online operations, with the potential of capturing more of its existing customers’ online activity.

“We look increasingly at our business as one customer ecosystem or one customer platform, if you will,” he added. “I keep saying that SunBet probably wouldn’t be where it is today without a land-based business, and a land-based business probably wouldn’t be where it is today without SunBet.

What is Shōgun?

From July 2027, the company will lose exclusivity over betting and iCasino products, which will become licence-based, while retaining exclusive rights for lottery games, scratchcards, slot machines and physical table games. 

The company has committed to paying market-based compensation for exclusive operations, estimated at around €1 billion for a 10-year licence period, with a significant front-loaded payment scheduled for 2026.

In further preparations for the competitive market, Veikkaus this week joined the market’s trade body, the Finnish Gambling Association, which has long lobbied for market liberalisation.

About Shōgun

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