Finland is preparing to liberalize its gambling market, set to take effect on July 1, 2027. This shift will allow licensed private operators to offer online gambling services, marking a clear move away from the current state monopoly model.
The process began in March 2026 with the opening of licence applications, and the National Police Board has started to announce which applications have received approval.
A carefully compiled list of approved gambling licences, along with details about the companies holding them, is available for reference.
Currently, Finland's gambling sector is dominated by Veikkaus, the state-owned operator that has exclusive rights to all forms of gambling within the country. However, the upcoming change will enable private companies to enter the online gambling space, while Veikkaus will still maintain its monopoly on land-based gaming machines, lottery services, and scratch cards.
Following the market launch, regulatory powers will transition to a new agency, the Supervisory Agency, which is in the process of being established.
The Finnish market is viewed as a significant opportunity for growth, primarily due to its high per-capita gambling rates—among the highest globally. Additionally, there is broad political support for liberalizing online gambling, distinguishing Finland from many other European countries currently tightening regulations or increasing taxes on gambling activities.
Industry experts, including various European gambling operators and legal professionals, have generally expressed optimism regarding the new regulatory framework. Major operators like Wildz Group have ambitious plans for this market, with the CEO announcing intentions to launch eleven brands and pursue additional licences following their initial approval in October.
Despite Veikkaus’s monopoly, there exists a considerable grey market where operators can legally provide gambling services as long as they do not actively target Finnish customers.
Estimates from H2 Gambling Capital suggest that Finland's overall gambling market gross gaming revenue (GGR) will reach approximately €1.9 billion in 2026, with Veikkaus reporting a total GGR of €931 million for 2025, a steep decline from €1.8 billion in 2017.
The channelisation rate in Finland is around 50%, a significant decrease from highs of about 90% a decade ago, which has contributed to the momentum for liberalization.
When the new landscape opens, operators will have the flexibility to select B2B gambling service providers, provided they comply with the updated obligations under the Gambling Act. However, starting July 1, 2028, a licence from the Supervisory Agency will become mandatory for anyone supplying B2B services to licensed Finnish operators. The application window for B2B software licences is anticipated to open in July 2027.
