Gambling Market in Finland
The Finnish gambling market has changed dramatically in recent years: In 2017 – the first year of the unified Veikkaus (the state-owned gambling operator) – the company’s gross gaming revenue (GGR) was nearly € 1,8 billion, with about 2.200 employees. By 2024, GGR dropped below € 960 million, and employee count fell to under 1.200. Veikkaus´ overall market share decreased from almost 90% to around 50%.
In digital channels, it holds less than 40%, and in online casino and sports betting, below 30%. Given these numbers, it’s not surprising that Finland will end its monopolistic system and open online casino and sports betting to competition in early 2027.
Despite Veikkaus´ dramatic decline, Finland remains an attractive gambling market. Finns are still among the world’s top 10 gamblers. With a population of 5.6 million, the market totals over € 1,8 billion in GGR and is expected to grow under the new legislation.
Legislative Process and Timeline
The legislation proposal is currently under parliamentary review. Parliament will evaluate the draft laws under guidance of various committees. The process is expected to take 3-5 months, placing approval around late June or after the legislators’ summer break in early autumn.
The new law is expected to come into force in Q1 2027, but the license application process for operators is set to begin on January 1, 2026. Securing a license requires meeting Finnish regulatory criteria, including strong customer care, a launch-ready platform, and well-documented operational plans.
By the end of 2025, operators should have identified core suppliers and infrastructure to avoid complications during the review.
From Monopoly to Competition
A key element of the legislation is the partial dissolution of Finland’s state gambling monopoly. The new model follows Denmark and Sweden, introducing licensing for online casino and betting, while lotteries and physical casinos stay under monopoly control. Gambling tax is proposed at 22%, and operators will pay an annual supervision fee ranging from € 4.000 to € 434.000 based on GGR.
While larger international entities will likely manage the regulatory framework, smaller operators should prepare for the costs and administrative requirements. Some may opt not to apply for a license, as seen in other regulated European markets.
Nonetheless, Finland aims to attract a range of operators while maintaining public safeguards and state revenue objectives.
B2B Licenses Set for 2028
A year after market opens, B2B licensing is scheduled to take effect on January 1, 2028. It’s expected to feature a lighter approval process, enabling vendors and service providers to partner with multiple operators under a more flexible regulatory scheme.
The goal is to boost channelization by including providers in the licensing system, enhancing accountability and oversight throughout the supply chain.
Restrictions on Marketing
The new legislation will impose strict marketing and promotions rules. Affiliate marketing and welcome bonuses – common player acquisition tools – will be prohibited. Influencer marketing is also forbidden, and promotional benefits will be limited to existing customers.
While traditional marketing and sponsorships are acceptable, these restrictions reflect Finland’s strong commitment to responsible gambling and reducing problem gambling and aggressive advertising.
Focus on Customer Protection and Compliance
Operators must offer a full suite of responsible gambling tools, including self-exclusion options and mandatory deposit limits. Such measures underscore Finland’s dedication to protecting consumers from gambling-related harms.
Another noteworthy provision is server location flexibility. While surveillance remains paramount, operators may place servers outside Finland, if remote oversight is feasible. This helps accommodate multinational or pan-European operators relying on centralized infrastructure.
Conclusion: Strategic Entry Starts Now
Finland’s gambling reform constitutes a crucial shift in the national gaming landscape. With legislation possibly stretching into autumn 2025, operators should begin preparations promptly. Licensing alone could take several (6 to 9) months, and comprehensive strategical planning, operational protocols, platform infrastructure, and customer care are crucial in meeting standards and launching successfully.
The phased B2B licensing introduction in 2028 will require a degree of foresight and flexibility among suppliers and operators.
For those applying, engaging legal counsel with expertise in Finnish regulations is instrumental in finding the way in this fast-changing field and securing a successful position in one of Europe’s most promising gambling markets.
Nordic Legal has deep knowledge of Finnish legislation, extensive experience from other jurisdictions, and strong industry understanding, making it well-positioned to support operators and B2B suppliers entering the Finnish market. It offers comprehensive guidance on compliance and licensing, as well as strategic challenges, with a proactive approach that helps identify regulatory changes early, keeping clients ahead of industry developments.