Hippos ATG, a collaboration between Sweden's ATG and the Finnish racing association Suomen Hippos, has received a gambling license in advance of Finland's forthcoming market launch. With plans to liberalize its previously government-controlled gambling framework, Finland will permit private online gambling operators starting on July 1, 2027, as part of a comprehensive regulatory overhaul.
The gambling license awarded to Hippos ATG Oy is valid for five years and was announced through a social media post showcasing the license image.
Mikael Bäcke, the CEO of Hippos ATG, remarked, "We have worked hard to build a completely new company in Finland and its operating models from the very beginning to meet the requirements of the new Finnish legislation. We have always been confident that we will meet the conditions for the license. A positive decision is the most important prerequisite for entering the market, so this is a significant moment for us. After this excellent news, we can focus even more strongly on the products themselves and on finalising the operational entity."
This joint venture follows the announcement by Malta's Wildz Group, which was the first operator to successfully acquire a Finnish license on October 15.
While the license application process is being monitored by Finland’s National Police Board, they have yet to confirm any outcomes officially. iGB has reached out for clarification regarding the status of applications.
ATG, or AB Trav och Galopp, functions as Sweden’s horse racing monopoly operator and entered into this joint venture with Suomen Hippos in 2025. For the upcoming market introduction in 2027, Hippos ATG has decided to leverage the ATG brand, citing its strong brand recognition.
The company indicated last year that its operations would utilize ATG's proprietary gaming platform, labeling it a "cost-effective solution."
So far, around 80 companies have applied for Finnish gambling licenses. Market analysts have raised alarms regarding potential oversaturation in a country with a relatively small population. However, the current grey market in Finland is substantial, and regulatory efforts are expected to address this issue.
During a presentation at SBC Lisbon in September, Antti Koivula, Hippos ATG’s chief compliance officer, forewarned that the market may be unevenly competitive upon opening. He noted that existing monopoly operator Veikkaus and offshore-licensed players possess established customer databases that could grant them a significant advantage over new entrants starting from the ground up.
