Against a backdrop of increasing legislation towards social sustainability implementation in the Finnish gaming industry, this study aimed to examine the impact of Veikkaus’ sustainability initiatives through investigating customer perceptions. To address the research objective, the study investigates the evolution of corporate social responsibility (CSR) into a global megatrend, reviews literature on customer perceptions of CSR and provides a general overview of the gambling industry. This study hypothesises that customers value CSR practices in the gambling industry.

The study used quantitative methods whereby empirical data was collected through a survey. A total of 127 survey results were collected from Veikkaus customers. The sample group consisted of individuals that identified as registered and unregistered Veikkaus customers. The surveys were conducted in a Veikkaus game arcade and posted on online social media platforms. Following the data collection, the input was structured using Microsoft Excel and analysed for findings. The scope of the study was limited to the gaming industry in Finland and excluded casinos.

The results provided further knowledge, of developments in the CSR practices of Veikkaus. The majority of respondents asserted that responsibility plays a big role in the gaming market and in choosing their gaming provider. The registration campaign overall was perceived positively among they survey respondents. Nonetheless, sustainability is not a driver of their registration. The results also indicated a relatively high level of customer awareness of Veikkaus’ responsible gaming tools and support for their development. Finally, respondents find Veikkaus’ sustainability efforts somewhat noticeable, but not highly prominent in comparison to other industries they engage in.

In accordance with past research, the author of this study recommends effective communication of sustainability initiatives to reach better effectiveness in the marketplace.