Finland Opens the Door to Online Gambling Licences

Finland Opens the Door to Online Gambling Licences

The transition of the gambling sector in Finland has entered a new stage after regulators opened the process for online gambling licence applications. The move forms part of a broader reform that will end Veikkaus's long-standing monopoly and replace it with a regulated market structure, scheduled to begin in July 2027.

For decades, Veikkaus has held the exclusive right to offer gambling products in the country, including sports betting, lotteries, and online casino games. The monopoly model was originally designed to direct gambling revenue toward public causes while maintaining state oversight. However, the expansion of digital gambling platforms outside the regulated system has prompted authorities to reconsider the structure.

The current reform seeks to introduce a licensing framework that allows multiple operators to provide services under regulatory supervision. Officials expect this model to direct a greater share of online gambling activity toward platforms operating within the national regulatory system.

The opening of the application window has already attracted the attention of companies preparing for the future market. One of the first operators to confirm its participation in the process is Hippos ATG Oy, a company created through cooperation between the Swedish horse racing wagering operator ATG and the Finnish trotting organisation Suomen Hippos.

Hippos ATG Oy confirmed that it has submitted an application to the National Police Board's lottery administration division. The company intends to operate across several segments of the gambling market if approval is granted. Its plans include sports betting, online casino games, and horse racing wagering.

The licence application marks the beginning of a formal regulatory process that could extend for several months. According to Antti Koivula, Chief Compliance Officer at Hippos ATG Oy, authorities have outlined a timeline that includes both administrative review and technical preparation.

Koivula explained that the National Police Board has indicated that licence applications will likely be assessed within 3 to 6 months. Once the evaluation stage is complete, operators will be required to perform technical integrations with systems used by regulators. These integrations are expected to connect gambling platforms with monitoring tools designed to oversee compliance and responsible gambling mechanisms.

When these stages are combined, the overall preparation period could reach approximately 10 months before an operator is ready to proceed with operational steps.

For Hippos ATG Oy, the licensing process also aligns with a broader objective related to the position of horse racing in Finland. Betting activity has historically been associated with trotting competitions, and the joint venture has indicated its intention to strengthen that connection under the future regulatory structure.

Koivula noted that trotting betting has long been part of the country's racing culture. The reform creates conditions for bringing that activity closer to the sport itself. From the perspective of the organizations involved in horse racing, the change may offer an opportunity to develop wagering formats that reflect the sport's structure and its audience.

Trotting remains a visible part of Finland's sporting landscape, supported by local racetracks, breeders, trainers, and a network of events held throughout the year. The involvement of Suomen Hippos in the joint venture highlights the effort to maintain a link between betting activity and the institutions that organize and regulate the sport.

While the application submitted by Hippos ATG Oy represents one of the early signals of interest in the future market, it is unlikely to be the only one. Several companies operating in the Nordic gambling sector have already indicated plans to seek licences once the regulatory framework becomes fully operational.

Among them is Paf, the gambling operator based in the Åland Islands. The company has confirmed its intention to apply for a Finnish licence, reflecting its long-standing presence in the region and its familiarity with Nordic regulatory systems.

Other companies are also positioning themselves for the upcoming transition. Immense Group, which manages online casino brands including Mr Vegas and DBET, has recently appointed a new managing director to guide its expansion strategy in Finland.

Technology suppliers linked to sports betting have also begun forming partnerships connected to the future market. Kambi, which provides sportsbook technology to gambling operators, has entered into agreements with SuomiVeto and with Paf. These partnerships suggest that companies are preparing the infrastructure needed to operate under the upcoming licensing system.

The growing activity surrounding licence applications reflects a wider shift in the Nordic gambling sector. In recent years, several countries in the region have introduced licensing systems to replace monopoly models. These frameworks generally allow private operators to enter the market while requiring them to comply with national rules on taxation, responsible gambling, and consumer protection.