Finland draws 24 licence bids ahead of 2027 gambling reform
A total of 24 operators have reportedly already applied for Finland’s gambling licence, signalling strong early interest ahead of the market’s full launch on 1 July 2027.
According to several media reports, over two dozen applications have been submitted, and the reform aims to end Veikkaus’s exclusive dominance and replace it with a competitive, regulated multi-licence model. Applications opened on March 1, 2026, but approved operators will be able to go live only once the new framework officially kicks in next year.
For now, authorities have not released a complete public list of applicants. Only a few confirmed names have surfaced through media reports, suggesting that the process is still in its early stages. Among those publicly known is Hippos ATG Oy, a joint venture between Sweden’s ATG and Finland’s organisation Suomen Hippos. The company has already submitted an application covering sports betting, online casino gaming, and horse racing, a clear sign that serious players are positioning early.
Veikkaus’ domination to stay
Yet, Veikkaus remains a major part of the transition. While it will lose its monopoly status, it is expected to remain one of the most influential operators in the new market. Backed by years of market presence and a large customer base, the company has already started restructuring to prepare for increased competition.
Despite the headline figure of 24 applicants, the broader picture suggests that this is only the beginning. Reports indicate that only a handful of domestic companies have applied so far, suggesting that local participation remains limited.
Most of the interest appears to be coming from private European operators, including major online casino platforms and sportsbooks, many of whom are closely monitoring developments before formally entering.
A key reason for this wait-and-watch approach is regulatory uncertainty. Important details regarding advertising restrictions and responsible gambling measures remain to be fully clarified. These rules are expected to significantly influence how operators approach the Finnish market, particularly regarding marketing strategies and compliance costs.
Why Finland?
Still, the fundamentals remain highly attractive. Finland has one of the most active gambling populations in Europe, with around 70 percent of adults participating in some form of gaming. This strong demand base is expected to translate into intense competition once the market opens, especially across high-interest verticals such as online lotteries, casino games, and sports betting.
Industry experts believe the number of licence holders could eventually rise to around 50, depending on how regulations evolve and how aggressively operators move in. For now, the 24 applicants represent the first wave, those willing to take an early position despite lingering uncertainties.
With the licencing process now underway, Finland has moved from planning to implementation. The coming months are expected to define the market’s operational and regulatory framework. Early application activity indicates strong interest, marking the initial phase of Finland’s transition towards a regulated iGaming landscape.
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