On May 8, Finnplay took the stage at NEXT.io Summit Valletta 2025, participating in one of the event’s most anticipated panels:
"Finland’s Legal Reform: How Attractive Will the Gambling Market Be Under the New Licensing System?"
Moderated by Antti Koivula (Legal Gaming Attorneys at Law), the panel brought together key voices from across the industry to unpack the Finnish iGaming market’s upcoming transformation. With Finnplay’s Managing Director Jaakko Soininen representing the Nordic platform provider perspective, the conversation delved into regulation, marketing challenges, player experience, and the road to successful channelisation.
The panel kicked off with each speaker rating Finland’s new legislation. The average score: 3.5 out of 5 — a clear sign of cautious optimism. The overall sentiment? Transparency in the process has been strong, but there’s room for improvement, especially regarding the proposed tax rate and the lack of insight from neighbouring markets.
While the framework has potential, the devil is in the details!
With Finland among the top gambling nations in the EU, panelists stressed that operators must excel in three key areas:
As Dainis Niedra (Entain Baltics & Nordics) put it, technical performance is the “goalie” in a hockey metaphor where the "forwards" (marketing) are limited. In other words, the product and platform must compensate for limited marketing reach by delivering a standout experience.
Marketing regulation emerged as one of the biggest unknowns. Jarkko Nordlund (Veikkaus) pointed out that traditional media is likely permitted, but digital marketing channels like streaming, influencer marketing, and affiliation remain unclear. This creates major challenges for acquiring younger, digital-native audiences.
Carl Brincat (LeoVegas) warned that overly restrictive rules may push younger players toward unlicensed sites, defeating the purpose of regulation.
Dainis emphasised the importance of affiliates, citing that 96% of non-branded SEO traffic goes through affiliate channels — banning them risks losing the majority of traffic to the grey market.
Creative and legal marketing workarounds will be essential!
A critical concern raised by Jaakko was that current enforcement measures target only licensed operators. What about the black market?
While PSP blocking and other enforcement tools are not yet finalised, Jarkko noted that these will likely evolve as the market matures. Meanwhile, Carl called for consumer education to help players identify and choose licensed brands.
When asked to predict channelisation rates under the new system, the panel’s answers ranged from 70% to over 90%:
There was consensus that with the right regulatory balance and enforcement, Finland can achieve strong channelisation from day one.
The panel also touched on responsible gambling (RG) measures. According to Carl, the draft is well-balanced between player protection and commercial viability, though the duty of care still needs clear definition. Dainis praised the direction and noted that Entain often exceeds legal requirements. Jarkko added that player protections will only improve further.
As for B2B licensing, Finnplay’s perspective — shared via video by Jaakko — reinforced that clear rules for platform providers will help elevate the entire ecosystem and support long-term channelisation.
As the Nordic-born platform provider deeply embedded in the Finnish market, Finnplay is committed to helping operators succeed under the new licensing system.
With a proven track record in regulatory compliance and localised player experience, Finnplay is perfectly positioned to help partners adapt, scale, and grow in Finland’s regulated future.
We’d like to thank everyone who joined the panel — and everyone we connected with at NEXT.io Summit Valletta 2025. Let’s keep the conversation going.
Connect with our Commercial Director Brian Forth or reach out to our team to learn more about the opportunities ahead.