Pentaho Excellence Awards - Customer Case Study of Award Winner: Veikkaus

Veikkaus Oy improves targeted marketing efforts for Finnish national lottery with Pentaho’s Data Integration

In the latest post in our ongoing series highlighting the winners of the 2016 Pentaho Excellence Awards, let’s examine Veikkaus Oy. They are the Finnish national lottery and winner of this year’s Pentaho Excellence Award in the Big Data Category.  Veikkaus Oy used Pentaho to solve a significant big data problem.


Veikkaus Oy offers high-quality gaming entertainment to Finnish citizens and raises over €10 million a week in profit. Veikkaus then contributes those funds to the Finnish Ministry of Education and Culture, who distributes them to organizations that sponsor Finnish art, sports, science, and youth activities. Thanks to these financial benefits, Veikkaus has become an integral part of Finnish society.

The Challenge

Prior to migrating to Pentaho, Veikkaus used another database system to generate reports for tracking purchase information and guiding analytics and marketing efforts for future drawings. However, that system typically took one to two days to generate marketing reports, leaving the marketing team in the dark about the success of their efforts promoting each jackpot until after the game was over.  The slow reporting affected other programs, too. For example, reminder messages to loyalty program members about playing in future drawings weren’t being sent in a timely fashion or were not based on most current data.  Furthermore, Veikkaus had legacy data flows of more than 600 million rows, so whatever big data solution they chose had to be able to integrate this legacy data into the new system quickly.

The Goals

Veikkaus’ goal was to get better, timelier information from its databases for a real-time view into their business. The organization’s database architecture was chosen to be an environment that included Cloudera, Cognos, HP Vertica, Apache Kafka and SAS architectures, so the team needed a data integration solution capable of combining structured and unstructured data from all these environments in near real time.

The Solution

Veikkaus worked closely with Pentaho to get Pentaho Data Integration (PDI) integrated into their database environment quickly and efficiently. They also wanted to minimize downtime for staff training or building report templates.

Impact & benefit

After they adopted Pentaho into their network, Veikkaus was able to process files more quickly and issue messages to loyalty program members at the rate of 200 messages a second; a big uptick in message processing speed that allowed Veikkaus to get information to customers at the right time. Additionally, that large 600 million row data set was integrated into the new database system in only 20 hours. The faster reporting has improved Veikkaus Oy’s operations significantly, and thanks to their efforts Veikkaus had a record profit of €531.7 million in 2015.

The improved big data insights Pentaho provided to Veikkaus about their business will also give them more insight into marketing trends and pricing, which they are eager to use in the development of new games for their customers.

To learn more about their story, listen to this webinar recording: Online Gambling: Winning with Big Data.


Jonathan Shafer

Senior Product Customer Marketing Manager