Key Moments:
- Operators have expressed frustration over Finland’s uncertain regulatory path leading up to the 2027 online gambling market launch.
- Industry leaders have cautioned that unclear legislation could drive players toward unlicensed operators and spark unwanted marketing battles.
- Veikkaus, the state-owned monopoly, maintains a strong position ahead of market liberalization, though its dominance may be tested by new competition.
Political Delays Create Uncertainty for Operators
Finland’s online gambling market overhaul, targeted for 2027, has become a protracted process marked by hesitation and unclear direction. What started as an effort to transition into a regulated, competitive market is now characterized by ongoing debate and political caution, according to industry voices at the SBC Summit Lisbon.
Discussions surrounding reform began in earnest in 2020, when Veikkaus disclosed challenges in controlling the nation’s online market. Since then, consensus has been elusive, with legislation expected to take effect by January 1, 2027 – though some insiders anticipate a delay until after the April 2027 elections. Antti Koivula, Chief Compliance Officer at Hippos ATG, suggested that “political caution” might push the date to June, while others foresee an accelerated effort to meet the January timeline. Kindred (FDJ United) CEO Nils Andén offered, “It’s obvious that the market will launch when Veikkaus is comfortable. I have a sneaking suspicion they’d prefer that to be after the April election.”
Ambiguity Looms Over Proposed Regulation
Operators preparing to enter Finland’s future market have voiced concerns about a lack of regulatory clarity. The current legislation, now in its final consultation stage, has been criticized by industry stakeholders such as Sverker Skogberg, General Counsel at Paf, for failing to provide the determinations needed for a reliable and predictable operating environment.
Paf has called for clear guidelines concerning affiliate conditions, deposit limits, and cryptocurrency frameworks. Skogberg stated, “Finland should have the courage to lead, not copy its neighbours. If we’re serious about a sustainable market, we’ll need an upgraded framework almost from day one.” In addition, Koivula warned that harsh restrictions might drive players toward unregulated options, stating, “A system that pushes players away from regulated operators cannot be called responsible.”
Andén further remarked, “We don’t want to compete on who best interprets the duty of care or the marketing code — we want to compete on product. If the rules stay vague, compliance becomes a lottery, not a standard. The regulator’s job should be to set the parameters, not test who can guess them best.”
Marketing Oversight Seen as Key Test
One of the potential flashpoints identified for 2027 is marketing oversight. Speakers at Lisbon referenced concerns that the influx of gambling advertisements at market launch could create significant public backlash, as illustrated by warnings about a possible “marketing war.” Koivula emphasized the risk, stating, “If we start 2027 with chaos on every screen, we’ll only give the next government a reason to rewrite the rules.”
Dainis Niedra, Managing Director for North and Central Europe at Entain, anticipated that smaller operators would trigger early spikes in advertising, forcing a governmental response. He said, “It’s predictable, it’s costly, and it always ends the same way — with tighter rules that make the market harder for everyone. Finland has a chance to avoid that if it plans the rollout properly.”
Importance of Regulatory Clarity
Industry stakeholders have argued that precision in regulation will be more important to Finland’s gambling reform than rapid implementation. Koivula summarized, “If the law is vague, enforcement becomes arbitrary — and then everyone loses. Operators want to follow the rules; the challenge is knowing what those rules actually are.”
Broadly, early and clear regulatory guidance is viewed as essential in order to avoid the inconsistencies experienced in other countries’ market launches. Without transparent standards published before licensing, observers warn that Finland could face a fragmented and contentious market environment.
Veikkaus’s Position and Market Outlook
As the only existing operator with decades of experience and substantial brand loyalty, Veikkaus enters the forthcoming competitive market with considerable advantages. According to industry experts, the monopoly’s established data infrastructure and lengthy period of preparation put it at the center of Finland’s gaming ecosystem. Nevertheless, the shift to market liberalization is expected to test its long-term hold.
Niedra predicted a natural transition: “Loyalty is powerful, but it’s not infinite. When better products, faster technology and more engaging bonuses appear, loyalty may not stretch as far as many expect. This will be Finland’s true market moment.”
The Road Ahead
As January 2027 approaches, Finland’s challenge will be determining whether political caution and incremental changes will enable actual liberalization or merely sustain a market in transition.
| Key Stakeholders | Roles | Key Concerns |
|---|---|---|
| Veikkaus | State-owned monopoly | Maintaining market share in a competitive environment |
| Paf | Operator | Demanding regulatory clarity and defined frameworks |
| Hippos ATG | Operator | Warning against political caution and delayed timelines |
| Kindred (FDJ United) | Operator | Advocating for clear competition parameters |
| Entain | Operator | Highlighting risks of unchecked advertising and regulatory backlash |
- Author
Daniel Williams
