Poker Writer
The Finnish parliament has approved a new gambling law, which will end the state-owned monopoly and open the door to the private sector, starting in 2027. An overwhelming majority in parliament approved the legislation that will replace the country’s gambling monopoly, currently held by state-controlled Veikkaus Oy.
Veikkaus Oy will remain the sole operator for land-based gaming, and the online sector will open to competition.
Other operators will be able to establish a presence in Finland for online slot machines and casino games. Competition for gambling licenses will commence on March 1, 2026, with the approved licenses taking effect on July 1, 2027. Licenses will be valid for a period of five years at a time.
Veikkaus can still apply for online licenses, but must compete with others rather than have the exclusive rights it enjoyed previously.
Any foreign competitors will be subject to the same rules as Veikkaus.
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Reasons For Reform
Gambling is a popular past time in Finland. A good portion of the country’s 5.3 million people have participated in gambling within the past year. According to a survey conducted by the country, 76% of 45 to 59-year-olds and 72% of 30 to 44-year-olds did some form of gambling in 2024.
The motivation behind the change in law was mainly to redirect Finnish players from offshore operators to a safe and regulated market. The reforms aim to reduce and prevent the harm caused by problem gambling and playing at illicit offshore operators.
Veikkaus Deputy CEO Velipekka Nummikoski explained the issue:
We have been waiting for a model that improves the possibilities of channeling gambling into a licensed offering. Veikkaus has not had a real monopoly on gambling in Finland for a long time. According to various estimates, up to 600–900 million euros are gambled outside the official system.
Marketing For New Operators
The adjustment to the new laws will take some time for Finland. Marketing for the new online operators will be permitted but tightly regulated.
Advertising cannot target minors or vulnerable groups. The law prohibits influencer-led promotions. Sponsorships are allowed only without direct promotional gambling activities. Operators can’t market anywhere that targets under-18 audiences.
Each new operator must file detailed annual reports covering the marketing activities undertaken during the year.
