Finland has received an initial wave of applications for its upcoming regulated gambling market, with 24 operators already submitting licence requests ahead of the planned launch in July 2027.
Authorities opened the application process on March 1, 2026, marking a shift toward a multi-licence structure that will replace the long-standing monopoly held by Veikkaus. Although approvals may take several months, successful applicants will only begin operations once the new system takes effect.
Early Applicants And Market Transition
The current list of applicants remains incomplete, with only a few names publicly identified. Among them is Hippos ATG Oy, which has applied to offer sports betting, online casino products, and horse racing services.
Data obtained through a freedom of information request indicates that “a total of 24 operators had already submitted gambling license applications to the National Police Board,” with the review process expected to last between three and six months.
The transition follows legislation passed in December 2025, which set the path for ending Veikkaus’ exclusive control. The company has started restructuring and is expected to remain a key player due to its established customer base.
Regulatory Questions Shape Operator Interest
Several companies have yet to apply, as they await clarification on advertising rules and responsible gambling requirements. These factors are expected to influence both market entry timing and operational costs.
A representative from a Finnish gaming firm highlighted the country’s size, noting it is “a rather small country to add a lot of operators into the mix.” Interest from private European operators continues, reflecting confidence in long-term prospects.
Veikkaus Head of iCasino and Sportsbook Jarkko Nordlund stated: “Everyone can operate, so many things are allowed that whatever size of the company, it is possible to come and make a good business.” He added: “ I have huge respect for international operators because they play in so many markets, they are used to much more strict requirements.”
Strong Demand Underpins Market Outlook
Finland’s gambling habits remain a key factor driving operator interest. Estimates suggest that around “70% of its population participates in some form of wagering each year,” indicating a well-established customer base. Industry observers expect this demand to translate into strong competition across multiple segments, including online casino games, sports betting, and lotteries.
Market projections further highlight the scale of the opportunity. Analysts estimate total gross gaming revenue could reach €1.9bn in 2026, with €1.1bn attributed to gaming activity, of which 81% is expected to come from online channels.
Legal experts and industry insiders suggest that the number of licence holders could eventually rise to between 40 and 50 by the time the market opens. One expert described the reform as “a long-awaited change” that reflects shifting attitudes toward regulation and competition.
With applications continuing and regulatory details still under discussion, Finland has entered a critical phase in its transition. The initial 24 applicants represent an early group of operators willing to move forward while the framework takes final shape, setting the stage for a more competitive gambling landscape in the years ahead.
Source:
"Finland draws 24 licence bids ahead of 2027 gambling reform", sigma.world, April 7, 2026
Bubanja
3 days ago
Moderator
Not surprising to see so much early interest here. Finland moving away from the monopoly model was always going to attract a lot of operators, even if some are still waiting to see the final ad and compliance rules. It feels like this could become a really competitive market once everything officially opens.
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