Hippos ATG, a collaboration between Swedish operator ATG and the Finnish racing association Suomen Hippos, has received a gambling license in preparation for Finland’s forthcoming market launch. This marks a significant development as Finland transitions from a state-controlled gambling monopoly to a more open online gambling market, allowing private operators starting from July 1, 2027, under new regulatory reforms.
The gambling license granted to Hippos ATG is valid for five years, as indicated by a license image posted on social media.
Mikael Bäcke, CEO of Hippos ATG, expressed pride in the work put into creating a new entity that complies with Finnish legislation: "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 licence. 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."
Hippos ATG now enters the market launch phase. It is the second company to confirm a successful licensing application, following the Malta-based Wildz Group, which announced its Finnish license on October 15. Finland’s National Police Board is managing the license application process but has not yet issued official confirmations regarding any outcomes, prompting inquiries from iGB for clarification.
ATG, known as AB Trav och Galopp, is Sweden’s horse racing monopoly operator and initiated this joint venture with Suomen Hippos in 2025. The partnership decided to utilize the ATG brand for its market debut in 2027, citing its strong market presence. Hippos ATG plans to implement ATG’s proprietary gaming platform, labeling it a cost-effective approach.
To date, approximately 80 companies have submitted applications for Finnish gambling licenses. While some industry analysts worry about potential market saturation due to Finland's limited population, the existing grey market is expected to be addressed through these new regulations. Antti Koivula, Chief Compliance Officer at Hippos ATG, commented during a presentation at SBC Lisbon in September that an uneven playing field may emerge as the market opens. He highlighted that current monopoly operator Veikkaus and offshore-licensed operators may have an advantage with established customer databases, unlike newcomers starting without any customers.
