Hippos ATG has officially received a gambling licence as it prepares to enter Finland's expanding online gambling market, a notable shift from the country's historically state-controlled system. The completion of this licensing marks a significant step forward for the joint venture created by Swedish operator ATG and the Finnish racing association, Suomen Hippos.
Starting from July 1, 2027, Finland will begin allowing private operators into its online gambling space, moving away from its former monopoly model. The five-year licence granted to Hippos ATG Oy was publicly revealed through a social media post, highlighting the company’s readiness for the impending changes.
Mikael Bäcke, CEO of Hippos ATG, expressed pride in the company’s efforts to develop an entirely new operational framework tailored to meet the stringent Finnish legislative requirements. "We have always been confident that we will meet the conditions for the licence," Bäcke stated. He emphasized the importance of this positive decision, stating it is crucial for their market entry plans, marking a pivotal moment for the venture. With this approval, the focus can shift towards honing their product offerings and finalizing operational structures.
Hippos ATG becomes the second company to achieve a Finnish gambling licence, following the Malta-based Wildz Group, which announced its approval earlier on October 15. While the Finnish National Police Board, the regulatory body overseeing these applications, has yet to confirm any outcomes officially, inquiries have been made regarding the status of other submissions.
ATG (AB Trav och Galopp), the leading horse racing monopoly in Sweden, forged this partnership with Suomen Hippos in 2025. As the joint venture prepares for the market launch in 2027, it has decided to employ the established ATG brand, noted for its significant recognition within the gambling sector. Additionally, the company plans to utilize ATG’s in-house gaming platform, describing it as a “cost-effective solution” for their operations.
To date, around 80 firms have applied for licences in Finland, raising concerns among some analysts about potential market oversaturation given the nation’s relatively small population. Nevertheless, a sizable grey market currently exists, and the regulatory changes are expected to address issues related to it.
Hippos ATG's Chief Compliance Officer Antti Koivula, during a presentation at SBC Lisbon in September, highlighted the uneven competitive landscape that may arise, as the incumbent monopoly operator, Veikkaus, and offshore agencies already have extensive customer databases. This established presence could present challenges for new entrants in the market who will be starting anew without such advantages.
