Finland’s gambling regulation faces its biggest change in decades. The state-owned operator Veikkaus has controlled the market exclusively for years, but this system will now give way to a framework that welcomes private operators in specific gambling sectors.

The Finnish gambling monopoly has struggled with growing problems over the last several years. Players now place about half their bets with companies licensed in foreign countries. The Finnish government responded by introducing a bill to Parliament. This bill would end the current monopoly on online betting and digital casino games.

The new regulations follow the same framework as in Sweden and will be launched in 2027, ending an era of state-owned gambling.

Finland Opens iGaming Market to Private Operators

Finland’s government has kicked off the process to end its nettikasinot monopoly. The Ministry of the Interior launched a legislative project that will reform the gambling system as part of the Government Program. The first phase will only offer B2C licenses that let operators run online sports betting, casino games, and virtual betting. B2B software supplier licensing will start in 2027 and should be fully up and running by 2028.

Veikkaus won’t completely disappear when the market opens up. The state-owned operator will keep exclusive rights over lotteries and scratch cards, land-based casinos and physical slot machines, and on-site gambling activities.

A new Licensing and Supervisory Authority will take over from the National Police Board as the main gambling regulator. This authority will handle everything from giving out licenses to enforcing ad restrictions.

The reform’s main goal is to tackle Finland’s gambling challenges. The Finnish Competition and Consumer Authority says about 50% of Finnish online gambling money goes to offshore operators. So the government sees this licensing system as a great way to get gambling activities back to regulated platforms with proper player protection.

New Rules Reshape Player Experience in Finnish Online Gambling

Finland’s new gambling regulations will force licensed operators to verify player identity and enforce strict 18+ age restrictions. Something they can’t control today with the current gambling landscape. Operators must also provide players with tools to check their money and transactions. Moreover, the government is currently creating a national self-exclusion system like in Sweden and Denmark. This system lets players block themself from all gambling, specific operators, or certain games.

While not banned completely, gambling ads must stay moderate in volume, scope, and frequency. Licensed operators can promote their services through their own channels and social media accounts without interaction. That said, influencer marketing faces tough restrictions. Every marketing material must display the gambling age limit and problem gambling help information.

The reformed system is a balance between market freedom and stronger player protection. The system’s main goal remains clear, guiding players toward licensed operators with mandatory safety measures.

Market Liberalization Spurs Innovation and Competition

Gambling companies are racing to develop breakthroughs as they eye what many experts see as an attractive betting landscape. Due to its advanced digital infrastructure, Finnish gambling generates over €2 billion yearly, with online betting accounting for roughly €1 billion.

However, Veikkaus sees its market share dropping and prepares for the upcoming competition. The state monopoly has teamed up with OpenBet to launch a new sports betting platform that improves its reach across channels. This move shows Veikkaus’s steadfast dedication to hold its ground before private companies enter the scene.

Global betting companies are eager to step into the Finnish market. Kindred Group’s interim CEO Nils Andén backs the reform and says it “promotes safer gambling”. Betsson AB’s leaders have also shown strong interest during talks with investors.

The market opening creates room for Finnish tech companies that specialize in random number generators, user interfaces, and digital marketing, making it a potential hub for betting technology breakthroughs.

With the new changes, companies will compete through better technology, user experience, and responsible gambling tools rather than treating them as mere regulatory requirements.

Regulatory Changes Raise Questions About Social Impact

Not everything is sunshine, though. After all, it is gambling we are talking about. Finland’s new casino landscape raises serious public health questions beyond its economic effects. Some warn that the focus has changed from harm prevention to increasing gambling profits.

These worries have solid ground. About 4% of Finnish adults show signs of moderate-risk or problem gambling. This behavior affects an estimated 733,000 of their friends and family members. The government’s goals seem to be to boost revenue from licensed gambling while claiming to prevent gambling harm.

Health experts remain doubtful despite the planned mandatory player protection measures. They worry that players could now set different spending limits with each operator and gamble across multiple platforms. Despite that, licensed gambling will most likely improve channelization, finding the right balance between player behavior and public health.