From our point of view, RAY certainly looks like (is?!) the villain. Looking at it from RAY's point of view, they're just doing what they think is the highest ev for the business. The ridiculous part is that RAY & Veikkaus are still monopolies.
I've got to give it to them, they've done their marketing very well, though.
During last years, whenever i've been handed an election leaflet by a candidate, i've asked them: "what do you think about gaming monopolies in Finland?", the answer has always been along the lines of "they donate some of their profits to charity, so they're cool". When presented with the next question in the queue: "if the market was open to everyone, how much more taxes Finland would get and what % of those taxes should be distributed to the charitable causes in order to match what the monopolies are contributing?", the answer has every single time been: "i have no idea".
The perception among decision makers is that gaming monopolies are a good thing. This probably isn't completely based on the fact that those same monopolies sponsor big political campaigns (with big money), christmas parties, election parties etc. Nice use of the word parties, ehh?
Imo, it's obvious bribery from my standpoint. The thing with bribes is that both sides get something and have an incentive to keep doing what they're doing. Hence, nothing is going to change.