The Finnish gambling landscape changed forever this week as the national government officially opened the application period for virtual gaming licenses.
This monumental shift signals the beginning of the end for the long-standing Veikkaus dominance, offering international operators a clear regulatory path toward a competitive market launch scheduled for July 2027.
Early Contenders and the 10-Month Journey
Hippos ATG Oy, a joint venture between Sweden’s ATG and Suomen Hippos, acted with significant speed, submitting its formal application immediately as the window opened. The group intends to offer a comprehensive suite of products, including sportsbooks, online casinos, and horse racing wagers.
Antti Koivula, the Chief Compliance Officer, emphasized that this move “marks a new era for Finnish horse racing,” noting that betting should remain closely tied to the sport itself.
The National Police Board is currently overseeing the initial transition phase. Officials estimate that processing individual applications will take between three and six months, followed by mandatory technical integrations with government systems.
Consequently, the total regulatory journey for each applicant is expected to last approximately ten months, requiring operators to prepare their technology stacks well in advance to meet strict state timelines.
Player Safety and New Surveillance
Finland’s new Gambling Act prioritizes security and player protection through mandatory identity checks for all accounts, likely utilizing the nation’s existing Bank-ID technology. This system ensures that access to internet gambling services is restricted exclusively to permanent residents. Furthermore, players are required to establish daily and monthly spending caps before placing a single wager.
To reduce gambling-related harm, the 2026 budget allocates €1.5 million toward safety studies and management. Regulatory authority in the Finnish gambling landscape will also be transferred from the National Police Board to a new National Supervisory Authority with broader powers to collect data, enforce compliance, and impose heavy fines.
