Key Moments:
- First, ATG has formally asked the Finnish Competition and Consumer Authority (FCCA) to examine Veikkaus’s actions during Finland’s shift to a licensed gambling market.
- Specifically, the complaint focuses on Veikkaus signing long-term sponsorship agreements ahead of the legal reforms planned for July 2027.
- Meanwhile, Veikkaus has denied any wrongdoing and insists it complies with competition regulations.
ATG Files Complaint Against Veikkaus
AB Trav och Galopp (ATG), a major Swedish gambling company, has submitted a request to the Finnish Competition and Consumer Authority (FCCA). In particular, the company is seeking a review of Veikkaus’s conduct during Finland’s transition from a monopoly system to a regulated gambling market.
According to Helsingin Sanomat, ATG believes the state-owned operator may be failing to follow competition rules as legislative changes draw closer.
Inquiry Under Review by Authorities
The FCCA has confirmed that it is actively reviewing the matter. “The case is currently under investigation,” said Hannu Raatikainen, head of research at the FCCA. However, he added that there is no fixed timeline for completing the inquiry.
Backdrop: Timing and Concerns Over Market Reform
The roots of ATG’s complaint date back to 2025. At that time, ATG formed a joint venture, Hippos ATG Oy, with Suomen Hippos, the governing body of Finnish horse racing.
Looking ahead, Hippos ATG Oy plans to apply for a gambling license once Finland’s revised Gambling Act comes into force in July 2027.
Under the upcoming reform, Finland intends to open its gambling market to competition. As a result, both domestic and international operators will be able to apply for licenses. Until then, however, Veikkaus remains the only operator allowed to enter cooperation and sponsorship agreements.
Competition Concerns During the Transition
ATG argues that Veikkaus is using its monopoly position to secure exclusive sponsorship deals that extend far beyond the current regulatory period. As a result, future market entrants could face limited commercial opportunities.
Mikael Bäcke, CEO of Hippos ATG, warned that this practice may distort competition. “The problem is that Veikkaus can lock in key partners and resources years in advance,” Bäcke said. “Meanwhile, future license holders are not permitted to do the same.”
Furthermore, Hippos ATG suggests that sports organizations may feel pressured to accept long-term deals due to Veikkaus’s dominant position. “From a competition law perspective, a monopoly company should not strengthen its future market position in advance,” Bäcke added.
Veikkaus Denies Allegations
In response, Veikkaus has firmly rejected the claims. Reija Airas, director of human resources and communications at Veikkaus, confirmed that the company has responded to the FCCA.
“We have received a request for clarification and submitted our response on time,” Airas stated. “We consider the allegations made by Hippos ATG to be completely unfounded.”
At the same time, the FCCA has declined to comment further while the investigation remains ongoing.
Implications of Finland’s Regulatory Overhaul
Overall, the dispute highlights the challenges regulators face during Finland’s gambling reform. The goal of the overhaul is to increase competition, strengthen consumer protections, and bring offshore operators under supervision.
Ultimately, the FCCA’s decision could set an important precedent. In particular, it may clarify how monopoly operators are expected to behave during transitions to open gambling markets.
| Company | Type | Action |
|---|---|---|
| ATG | Swedish gambling firm | Filed complaint with FCCA |
| Veikkaus | State-owned Finnish operator | Subject of complaint, denied allegations |
| FCCA | Regulatory authority | Conducting investigation |
| Hippos ATG Oy | Joint venture (ATG & Suomen Hippos) | Plans to apply for license in 2027 |
- Author
Daniel Williams
