Key Moments:
- The National Police Board removed Betsson from Finland’s payment blocking list, ending a 12-month sanction.
- Finland’s blacklist is now empty, with no operators currently under restriction following the October 24 decision
- Betsson is eligible to seek a license when Finland’s competitive gambling market opens in January 2027
Resolution of a Year-Long Dispute
The National Police Board (NPB) officially lifted Swedish gaming company Betsson from Finland’s payment ban list, closing a year-long sanction. The NPB formalized the de-listing on October 24, leaving its blacklist empty for the first time.
This outcome finalizes a legal process that began when Betsson’s previous parent, BML Group, was added to the blacklist due to suspicions of directing their services toward Finnish players. Betsson challenged the action at multiple judicial levels, culminating in the Supreme Administrative Court upholding a €2,400,000 penalty in December 2024 and confirming the action’s legality.
Although the NPB typically maintains a blacklisting term of 12 months, this period can be prolonged if violations persist. In Betsson’s case, ongoing legal proceedings temporarily paused the countdown, complicating the timeline.
Looking Ahead: Market Reform and Licensing Opportunity
With its sanction now lifted, Betsson is well-positioned as Finland readies its gambling sector for significant reforms, introducing a competitive licensing framework starting January 2027.
Currently, only the state-controlled Veikkaus is allowed to operate in Finland’s gambling space. However, a shift is in progress: the government is preparing to restructure the market in order to reduce offshore play and reinforce regulatory oversight, emulating systems similar to those in certain other European markets.
Notably, under the latest eligibility guidelines, only companies with active prohibition orders as of September 1, 2024, are excluded from applying for licenses in the new system. With Betsson now clear of such restrictions, the company will be eligible to enter the licensing process when it opens.
Earlier in the year, Betsson transferred several of its Nordic-focused brands to Rizk Nordic Limited, which operates under a Malta Gaming Authority license. This move signals Betsson’s ongoing adjustments and preparation for the evolving Finnish regulatory landscape.
Regulatory Climate Remains Strict
As Betsson works to reestablish its presence and gear up for a liberalized market in 2027, regulatory scrutiny in Finland remains intense. For example, Wildz Group is now the subject of a fresh NPB investigation related to alleged illegal advertising, indicating the regulator’s continued vigilance ahead of the new licensing era.
| Company | Sanction Status | Eligible for 2027 License? |
|---|---|---|
| Betsson | Removed from blacklist (as of October 24) | Yes |
| Wildz Group | Under NPB investigation | TBD |
Next Steps for Betsson
With its name cleared, Betsson is now focused on rebuilding its presence in Finland. Attention will shift to strategic preparations as the company looks ahead to the formal introduction of a regulated licensing market in 2027, signaling a pivotal transition in one of Europe’s last monopoly-driven gambling sectors.
- Author
Daniel Williams
