Finland’s regulated gambling market opens to licensed competition on 1 July 2027. First approvals show strong operator interest, but licensing delays, compliance duties, marketing restrictions, and local competition will shape the launch.
Finland is preparing for one of Europe’s most closely watched gambling market reforms.
The country is moving away from its long-standing state monopoly and allowing private companies to compete in online betting and casino gaming.
The transition is already attracting international operators.
Applications opened in March 2026, and the National Police Board has started issuing approvals ahead of the launch.
However, the early process also highlights several challenges. Operators must meet detailed licensing requirements, prepare their technology, and build a compliant local presence. They also need to plan for a market where advertising opportunities will be restricted.
These developments offer useful lessons for companies considering Finland and other regulated markets.
Finland’s Gambling Market: What Is Changing in 2027?
Finland’s new Gambling Act will introduce a licensing system for selected gambling activities.
The reform ends Veikkaus’ exclusive control over online betting and casino games.
Under the new system, licensed private operators can offer:
- Fixed-odds and variable-odds betting.
- Online sports and virtual betting.
- Online casino and slot games.
- Online money bingo.
However, Veikkaus will retain exclusive rights over lottery games, scratch cards, and physical slot machines and casino games.
The government approved the reform in January 2026. Most provisions will take effect on 1 July 2027, when the competitive market officially opens.
Applications began on 1 March 2026. The National Police Board handles licensing until the end of June 2027. The Finnish Supervisory Agency will take over licensing and supervision from July.
This creates a clear transition period for operators to secure approvals and prepare their services before launch.
First 18 Licences Granted as Applications Reach 81
The licensing process has already produced important results.
On 29 October 2026, Finland’s National Police Board confirmed that it had granted 18 gambling licences. It was processing another 63 applications, taking the total number received to 81.
The first approved companies include:
- Granturo Finland, associated with Wildz Group.
- Hippos ATG, a joint venture involving ATG and Suomen Hippos.
- Skill On Net.
- Sunflower Gaming.
- SuomiVeto.
- Cloudberry Ent.
- SixthSpin.
- RocketLily Ent.
These approvals do not allow operators to launch immediately. The licences take effect on 1 July 2027, subject to the required conditions.
The regulator estimates that processing applications currently takes six to eight months. Many applicants are foreign companies, so officials must review documents from different jurisdictions. Some applications also require additional information.
The processing fee was €29,000 per application in 2026. There is no fixed application deadline or legal cap on the number of operators.
The growing application count shows strong interest. However, it also highlights the importance of starting regulatory preparation early.
Early Lessons for Operators Entering Finland
The first licensing decisions offer several practical lessons for companies planning to enter the market.
Start Licensing Preparation Early
The six-to-eight-month processing estimate creates a significant planning requirement. Operators cannot assume that submitting an application shortly before launch will secure timely approval.
Most applicants must provide corporate records, financial information, ownership details, and documents proving their suitability.
Foreign companies may face additional work because they need to obtain official records from their home jurisdictions.
Operators should therefore prepare documentation well before submission. They should also maintain clear records of ownership, funding, internal controls and business operations.
Build Compliance Into Technology
Finland’s new framework and two recent Supreme Court rulings on gambling taxes place strong emphasis on player protection.
Operators must verify player identities and ensure that gambling services are available only to people aged 18 or above. The system will also require tools for self-exclusion, spending limits, and player monitoring.
Customers will be able to use a centralised self-exclusion system covering licensed operators. Companies must also provide operator-specific exclusion options.
Daily and monthly transfer limits will apply to player accounts.
These requirements affect more than legal departments. Operators must prepare their platforms, payment systems, customer verification processes, and responsible gambling tools before launch.
Rethink Marketing and Customer Acquisition
Finland’s advertising rules will influence how operators attract customers.
The law permits certain advertising through television, radio, newspapers and operators’ own websites and social media accounts. However, influencer marketing and direct marketing by telephone are prohibited.
Marketing must not target minors or use content that appeals to them. Sponsorship activities also face restrictions involving under-18s and events aimed at young audiences.
This means operators cannot depend entirely on common acquisition channels used in other markets.
They need to develop compliant brand strategies, improve their own digital channels and communicate responsible gambling information clearly.
What Does Finland’s Market Potential Look Like?
Finland is attracting attention because it combines a mature gambling audience with a major regulatory change.
According to market estimates cited by iGaming Business from H2 Gambling Capital, Finland’s gambling market was projected to generate around €1.9 billion in gross gaming revenue in 2026. Online gambling was estimated to account for approximately 81% of that total.
These figures help explain the interest from international operators. The market already has established digital gambling activity, and the new licensing model creates opportunities for private companies.
However, market size does not guarantee easy growth.
Operators will compete with Veikkaus, which has strong brand recognition and an existing customer base. They will also face competition from other international brands entering at the same time.
Customer trust, local market knowledge, product quality, and responsible gambling measures will all matter.
Software Licensing Creates Another Important Deadline
Operators must also consider Finland’s separate gambling software licensing requirements.
Applications for gambling software licences will become available from 1 July 2027. From 1 July 2028, licensed operators must use iGaming software supplied by holders of the required software licence.
This creates a second compliance milestone after the market opens.
Platform providers, game suppliers and operators should review their technology partnerships early. They need to understand which suppliers will require licences and how the new rules affect existing agreements.
Waiting until 2028 could create unnecessary operational pressure.
What Happens Before the July 2027 Launch?
Finland’s licensing process will continue over the coming months. The National Police Board is expected to review more applications, while approved operators prepare their platforms, payment systems and marketing plans.
The market will open on 1 July 2027, but the competitive landscape may continue to develop after that date. New licences can still be granted as applications are processed.
For igaming operators, Finland offers an opportunity to enter a regulated European market.
However, the first licensing results show that preparation, documentation and compliance will be essential.
Companies that treat regulation as part of their launch strategy, rather than a final approval step, will be better prepared for the transition.
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