Finland is poised for significant changes in its gambling landscape with a shift toward partial market liberalisation set to begin on July 1, 2027. At that point, private operators granted licences will be allowed to offer online gambling services in the country, marking a departure from the current state-run monopoly system.
The application process for licences began in March 2026, with the National Police Board—the governmental authority overseeing these applications—starting to announce approvals for licensed operators.
A list of these approved gambling licences has been compiled, along with the details of the companies holding them where applicable, ensuring that operators and stakeholders stay informed about regulatory developments.
Under the existing structure, Finland's gambling monopolies are controlled by the state-owned entity Veikkaus, which has exclusive rights over all gambling activities within the country. However, the upcoming liberalisation will allow private companies to enter the online gambling market, while Veikkaus will continue to dominate land-based gaming machines, lottery offerings, and scratch cards.
As these changes take effect, the regulatory responsibilities will transition from the National Police Board to a newly established entity called the Supervisory Agency, which is currently under development.
Finland is seen as an attractive opportunity for market entry, given its high per-capita gambling rates and an overall stable political environment that supports the liberalisation of online gaming. This is a notable contrast to the increasing regulatory constraints and tax burdens faced in other parts of Europe.
Industry insiders, including major operators and legal experts, have expressed optimism about the new regulatory framework. Significant plans are already in motion from several operators. The CEO of Wildz Group recently mentioned ambitions to launch 11 brands in Finland and intends to seek additional licences following the acquisition of its first in October.
Though Veikkaus maintains a monopoly, there exists a considerable grey market in Finland, as operators can legally offer gambling services as long as they do not target Finnish clients directly.
According to data from H2 Gambling Capital, the total estimated gross gaming revenue (GGR) for Finland is projected to reach €1.9 billion by 2026. In comparison, Veikkaus recorded a GGR of €931 million for 2025, markedly lower than the €1.8 billion reported in 2017. Finland's channelisation rate, which describes the proportion of gambling that is regulated, is currently about 50%, having previously peaked at 90% a decade ago. This decline in channelisation is one of the key factors prompting the country to consider liberalising iGaming.
As for B2B suppliers, upon the market’s launch, operators will be able to select their business-to-business gambling service providers, provided they comply with the new Gambling Act. However, starting from July 1, 2028, suppliers will need a licence from the Supervisory Agency to offer B2B services to licensed Finnish operators, with applications for these licences opening in July 2027.
