Market facts: Finland

Finland’s iGaming Market – A Regulated Future on the Horizon

Finland is entering a historic new chapter in iGaming. After decades under a state monopoly, the country will launch a regulated licensing system for online casino and betting on January 1, 2027.

Backed by strong political support, a clear roadmap, and a highly digital population, Finland is set to become one of Europe’s most attractive new regulated markets.

PODCAST

Finnplay Featured on NEXT.io Podcast About Finland’s New iGaming Market

Finnplay’s Managing Director Jaakko Soininen and Commercial Director Brian Forth joined NEXT.io for a new podcast episode discussing Finland’s upcoming gambling legislation. The conversation covers market timelines, regulatory expectations, cultural nuances, and the technical requirements shaping the country’s future iGaming landscape.

WEBINAR

Finnish market officially begins - license applications starting in January 2026

With Finland’s licence applications opening on 1 January 2026, the window for operators to prepare is closing fast. In this SBC webinar, industry experts break down the timelines, technical requirements, and strategic steps needed to enter one of Europe’s last state-monopoly markets.

Watch the full webinar here

INTERVIEW

Finnplay Interview at the Scandinavian & Nordic Gaming Show 2025

At this year’s Scandinavian & Nordic Gaming Show, our Commercial Director Brian Forth had a chat with iGamingToday.com to discuss Finnplay’s leadership in regulated markets, the upcoming Finnish iGaming framework, and the culture driving innovation at Finnplay

BLOG

Finnish Market

5,6M

Population

Finland has 5.6 million people and one of the highest internet usage rates in Europe. Combined with a tech-savvy population and advanced digital infrastructure, it’s a prime environment for regulated online gaming.

1.2B

Projected GGR in 2027

The total Finnish gambling market generated €1.515 billion in GGR in 2023, with Veikkaus accounting for €1.032 billion.

Following the the market opening, GGR in newly regulated categories is projected to rise to €1.2 billion by 2027 and €1.5 billion by 2029, driven by increased competition, player trust, and high per capita spend.

2027

Market opening

Digital casino and sports betting licenses will be available starting January 2027, with license applications opening one year earlier on 01.01.2026.

22%

GGR Tax

Licensed operators will be taxed at 22% GGR, with an annual supervisory fee between €4,000–€400,000, depending on turnover.

B2B LICENCES

B2B Licensing

B2B licensing will be mandatory from January 1, 2028, creating a clear framework for platforms, content suppliers, and payment providers.

REGULATOR

Regulatory Authority

The new market will be overseen by a dedicated regulatory body under the Finnish Ministry of the Interior, ensuring compliance, fairness, and responsible gaming.

Licensing Overview

Here are some key takeaways under the new Finnish Gambling Act:

Key takeaways

Private operators can apply for licenses to offer fixed-odds betting, pari-mutuel betting, virtual betting, online casino games, bingo, and slots.
Lotteries, land-based casinos, and slot machines remain under the exclusive right of Veikkaus.
B2B software licenses become mandatory in 2028.
License tax rate: 22% of GGR
Supervision fees: €4,000–€434,000 annually (tiered by GGR)

Regulations

Until 2027, only Veikkaus may legally advertise gambling in Finland.

After market opening

Marketing will be permitted for licensed operators, but with strict restrictions like in Sweden or The Netherlands.
Affiliate marketing will be prohibited.
Bonuses will be limited to existing customers — no public welcome offers.
Violations may lead to fines, conditional penalties, or blacklisting.
Marketing regulations are sill evolving.

Regulatory Milestones

SUMMER 2025

Gambling Law Finalization

JANUARY 2026

License Applications Open

JANUARY 2027

Market Launch

JANUARY 2028

B2B Licensing Requirement Begins

Regulatory Authorities

Enforcement currently targets unlicensed operators and marketing directed at Finnish consumers. Measures include prohibition orders, payment blocking, and administrative fines.

Ministry of the Interior – Drafting and managing the Gambling Act
National Police Board (NPB) – Market oversight and enforcement

Market Trends & Key Considerations

Attractions and Challenges

HIGH GGR

High GGR per capita and strong mobile usage

FINNPLAY

Finnplay’s local presence supports early movers

REGULATORY ROADMAP

A clear regulatory roadmap offers predictability

STRICT

Strict marketing and responsible gaming rules

NO AFFILIATION

No affiliate model permitted

REGULATION EVOLVING

Regulatory details (technical requirements, software certification) still evolving

Your Advantage in the Finnish Market

As Finland’s licensing system opens, early preparation will define success.

Finnplay offers:

A locally based, compliance-first platform
Proven Nordic market expertise
Readiness for B2C and B2B licensing
Full support with RG tools, integrations, and future certification needs

References

Kansino.nl

"A very solid platform allowing us flexibility to be unique and local. This, together with a strong and agile team, makes Finnplay a great partner." -Mika Vasara, COO Play North OU

Vegas.hu

“Given Finnplay's outstanding technical expertise, and their understanding of the Hungarian market, they are the perfect partner for us.” - Samuel Falconello Jr

Playdoit.mx

“This one is easy, it’s simply the best option in the market since it’s a company with ethics, sense of responsibility and trustworthiness, if we add that it’s avant-garde and is constantly updating under the best worldwide quality norms and standards, We think it’s not rocket science to choose it”. - Roberto J. Müller I, CFO

7Bet

"We have realized that we‘ve made the right choice choosing Finnplay as our platform partner starting from day 1 of our cooperation. Team, Dedication, Processes and result orientation has been a perfect match for our expectations.“ Justinas Šliažas, CEO