The National Police Board of Finland has received a total of 75 applications for gambling licenses, marking a significant increase ahead of the country's competitive gambling market launch set for July 2027. This figure exceeds earlier projections. Just last month, the number of applications stood at 50, indicating a surge as Finland prepares to enter a new era of gambling competition.
Among the applicants is Veikkaus, which is seeking to maintain its monopoly in the lottery segment while also entering newly created sectors such as sports betting, online casinos, baccarat, and bingo.
Each gambling license comes with a fee of €29,000. It's important to note that while 75 applications have been filed, this does not necessarily represent 75 unique operators, as a single company may apply for multiple types of licenses.
The new legislation will also impose restrictions on gambling advertisements. Starting July 1, 2027, the National Supervisory Authority of Finland will oversee advertising practices, ensuring that elements such as amount, scope, visibility, and frequency remain appropriate for the market.
There is flexibility in the application process, as there is no strict deadline for potential market entrants to submit their applications leading up to the market's opening.
