European market attention is fixed on Finland as the country moves from political debate into the practical phase of gambling reform. From 1 July 2027, a market long held under Veikkaus’ monopoly will shift to a competitive licensing model. Operators still have a window to prepare. In that period, SiGMA News spoke with Jaakko Soininen, Managing Director at Finnplay, about the risks, expectations, and challenges Finland will face as the transition unfolds.
What is happening in the transition period
By early April 2026, one month after the application window opened, Finland had already received 24 licence applications, signalling active market interest. At the same time, Veikkaus’ monopoly remains in force until the end of June 2027, meaning new entrants cannot yet operate with Finnish players.
Soininen says the transition has already changed the character of operator discussions. A year ago, the focus was on timelines and whether Finland would actually move away from monopoly. Now the conversation is about requirements, responsible gambling, reporting, localisation, and integration of technical solutions.
“The operators who are serious about Finland are already working actively on their preparations”
In Soininen’s view, preparation should not be reduced to technical compliance. Operators also need to consider registration flows, platform usability, communication tone, and localisation choices.
What operators are doing now
The new law opens online competition in sports betting, online slots, online casino gaming, and cash bingo. Lotteries, scratch cards, land-based casinos, and physical slot machines remain under Veikkaus’ exclusive rights. Finland’s Ministry of the Interior has stressed that the reform aims to reduce gambling-related harm, including by directing players to services regulated under Finnish law.
Soininen notes that operators are already building legal, technical, and product foundations. Speed of reporting setup, payment configuration, identity verification, and responsible gambling tooling will matter as much as the licence itself.
How to channel players into the legal market
The reform aims to bring as many players as possible into the regulated market. Before the reform, a share of Finnish users migrated to offshore operators outside Finnish supervision. SiGMA News has noted that the monopoly model was becoming less effective.
Soininen acknowledges that blocking websites and payments could support market launch, encourage operators to seek licences, and strengthen player protection. But restrictions alone do not solve the problem, as illegal operators will continue seeking ways to reach players.
“Channelisation is not only about blocking the offshore market; it is also about making the licensed market the better choice through experience and player education”
Player choice is uncomplicated. If a licensed product is safe but noticeably slower and less adapted than an offshore alternative, some users will remain outside the regulated market.
Why trust matters
Market entry will depend upon a range of practical details. Beyond licensing, companies will need to meet player protection measures, advertising rules, and technical reliability standards. The future model requires robust safeguards, including independent audits, self-exclusion tools, and strict anti-money laundering controls.
Soininen believes reform success depends on whether the legal market becomes clearer, more convenient, and more trustworthy for players than unlicensed offshore platforms.
“In a market like Finland, trust will be extremely important”
For Soininen, trust is competitiveness without abstraction. Players should see a clear registration process and stable platform performance, read transparent rules, and make payments quickly and smoothly. Together, those components should communicate that the product is built for Finnish players.
What the user journey should look like
Two technical regulations will take effect in January 2027. Under the first, licensees have to protect gaming systems against vulnerabilities and protect players’ personal data. Compliance will be supported by a comprehensive security audit that operators must undergo every two years. The second regulation covers random number generation. Each software component producing random outcomes must undergo independent verification.
Soininen says these safeguards must be built into the product from the start. Players should not have to spend excessive time and effort on checks; otherwise, operators risk losing them.
“If the licensed product feels significantly slower or more difficult than offshore alternatives, that becomes a channelisation risk”
He also stresses that convenience should not take precedence over player protection. The point is to design protection so it still supports a fluid user journey. Otherwise, a regulated market may push users towards operators that impose no friction.
Software suppliers also come under regulation
Finland’s model covers more than operators. According to a Ministry of the Interior press release, licensing of gaming software suppliers begins on 01 July 2027, and from 01 July 2028, operators will be able to use only licensed solutions.
Soininen views this as a key reform element. He points to Finnplay’s experience in the Netherlands, where the company regularly brings operators together on its platform to discuss shared regulatory issues.
“Suppliers can support market integrity by helping operators, regulators, and other stakeholders build a system that works in practice, not only on paper”
In this model, the supplier becomes part of the trust infrastructure through transparent reporting, verifiable data, and responsible gambling tooling, which strengthen the connection between the operator and the regulator.
What needs to happen for reform to succeed
Finland allows gambling advertising with restrictions. Campaigns aimed at minors are prohibited. Direct telephone marketing is prohibited. Gambling promotion through influencers is prohibited, and certain outdoor advertising is restricted.
Soininen says this reshapes competition. If aggressive acquisition is limited, operators cannot rely only on bonuses and fast campaigns. Brand trust, local relevance, and product quality become more important.
In his view, successful operators will be those who build brand awareness, earn audience trust through clear content, and deliver a product that is easy to use. Weak localisation becomes more visible in markets where it cannot be compensated for by aggressive promotion.
Balancing protection and usefulness
Finland is launching a competitive licensing system later than many European markets, giving it a chance to learn from neighbouring mistakes. The reform adopts a hybrid model. Some products remain under Veikkaus’s control, while online segments are being opened to competition. Similar models exist in Denmark and Sweden. Soininen says the key lesson is balance.
“Regulation needs to be strict enough to protect players, but practical enough to support channelisation”
Requirements must be strong enough to protect players and workable enough not to slow migration into the licensed environment. Soininen adds that explicit instructions from the regulator will be critical, since uncertainty creates delays and encourages inconsistent interpretations.
For him, the first test of Finnish reform is already underway. Operators are preparing applications, suppliers are developing technical solutions, and the regulator is defining rules that must deliver safety, transparency, and competitiveness. The real test will begin when Finnish players compare a licensed product with an unlicensed alternative.
This article was originally published on the Russian SiGMA News page on 8 June 2026.
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